Project Focus:
My capstone project was to research how to help Standard Meat expand its business into new restaurants. Starbucks was my focus. I researched the company's strategic plan, marketing initiatives, and new leadership team.
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My research led me to collaborate with the lead chef at Standard Meat to design new menu items that align with Starbucks' strategic direction. I presented my findings to the executive leadership team at Standard Meat. They used my research to make the final pitch to Starbucks.
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As you scroll down, you will see my research and the proposed menu items.
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Starbucks Food Strategy
Innovation Philosophy
Niccol emphasized the menu reduction will help Starbucks "be more responsive and tuned in to cultural moments,"
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01
Wellness Positioning:
Niccol stated that Starbucks wants to "make a name for itself in the health and wellness category, with more customers looking for added benefits or less sugar."
03
Operational Efficiency:
Focused on speed service to under 4 minutes. Simplicity in preparation is key.
02
Menu Simplification:
Prioritizing quality over quantity, preparing all items exceptionally well.
04
Consumer Menu Outrage
Many Starbucks consumers and baristas have publicly expressed outrage with the complexity of the menu, saying “over- whelming choices”, “long wait times”, and ”the quality and consistency of products is lacking”
Innovation Philosophy
Why Protein Matters Now
90%
Of Americans eat protein regularly
“Meeting the Cultural Moment with Protein”
Protein Trends
Starbucks protein boxes sell out daily - unmet demand
Learnings
Current third-party protein bars are getting poor reviews (Perfect Bar ranked "worst snack")
Opportunity
Own the "coffeehouse inspired protein" catagory
Starbucks Strategic Menu Evaluation
framework to evaluate new menu recommendations for Starbucks
Coffee House Identity Fit
Does it support the “third place” coffeehouse experience?
instagram worthy, values driven, authentic experience
Gen Z Appeal
Market Differentiation
Fills gap competitors haven’t addressed
Health & Wellness
Clean ingredients, nutritional transparency
Premium Quality Perception
Aligns with Starbucks’ premium positioning & quality standards
Menu Simplification
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Does it reduce complexity or add operational burden?
Can roll out across thousands of locations consistently
Scalability
4 Creative ideas for how SMC could support or enhance Starbucks’ goals
Innovation Opportunity:
With the protein market growing rapidly and Starbucks testing protein cold foam, there's clear potential to develop proprietary protein snacks that align better with their coffee-focused brand identity and quality standards.
01
Leverage Success of Protein Boxes
Develop meats that are cured, cooked, marinaded or brined in coffee
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Leverage Success of Egg Bites
Develop something like coffee cured bacon egg bites that are operationally efficient
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Use Starbucks coffee
Leverage Starbucks coffee grounds in culinary protein innovations
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Functional Health Foods
Develop products that benefit energy, gut health, & immunity