Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Starbucks Strikes Again

by 
Jocelyn Bauer
 on 
January 23, 2020
Starbucks Strikes Again

Starbucks always manages to surprise its loyal fanbase with new drinks, experiences, and concepts that drive visits. It finds ways to impress the already impressed and cater to every customer through a holistic approach that is constantly pushing boundaries. In 2019, Starbucks ended the year with pop-up parties, a massive new roastery and began 2020 with some exciting new menu additions. 

The impact? Let’s dive in to find out.

Windy City Roastery 

Back in November 2019, Starbucks unveiled its sixth roastery location on the prestigious Magnificent Mile in downtown Chicago.  At 35,000 square feet and five floors, the roastery marks Starbucks’s largest location in the world.  

Since launching on November 15th, overall foot traffic has been solid. Saturday, November 23rd drew its largest crowd, when visits rose over 180% above the baseline average for the period from November 1st through December 31st, 2019. The holiday period was effective for the roastery, as the weeks of Thanksgiving, Christmas and New Year all brought visits that consistently remained over the baseline average. While traffic tends to slow down during the week, visits jump back up on the weekend, with Saturday being the highest-trafficked day thus far.  

More notable, though, is the size of the Roastery’s True Trade Area. While a significant amount of visits are coming from the Chicago area, nearly 50% of its customers are traveling more than 30 miles to experience the newest roastery. This speaks to the tourist appeal of the Roastery that has driven interest in the early weeks following the launch. 

While the roastery opened to massive crowds and glowing reviews, it is a completely different feel than your typical Starbucks. This immersive experience is already showing indications it could provide a draw for out-of-towners looking for a new and engaging coffee experience.

Pop-Up Parties 

But long term, large format stores weren’t the only changes Starbucks had on offer for its fleet in 2019. From December 27th, 2019 through the end of the year, Starbucks hosted numerous pop-up parties across the country where customers received a free espresso drink, no purchase necessary. Starbucks only released each pop-up location the morning of, therefore creating more intrigue and excitement surrounding each event. 

When we analyze two specific locations that hosted pop-ups in Minnesota and Ohio on December 27th, we see significant spikes in traffic at both locations. The Minnesota-based store experienced an increase in overall traffic year-over-year.  Visits for December 27th, 2019 skyrocketed to a massive 145% above the baseline average, which is nearly a 140% increase from 2018. 

Similarly, the Ohio store saw visits peak 72% above the baseline average for the period between December 2018 and December 2019, which is a tremendous bump from the previous year when the same day saw visits that were 46% below the baseline.  

With more than 1,000 participating locations across the country, it’s hard to analyze if the parties impacted nationwide traffic. But, early indications show that a mix of intrigue and value drove tremendous excitement.

Ditching the Dairy 

Starbucks kicked off 2020 with three new drinks to highlight its non-dairy menu. On January 7th, the Almondmilk Honey Flat White Latte, Coconutmilk Latte, and Oatmilk Honey Latte were added to the lineup for those wanting to ditch the dairy. The Oatmilk Latte is currently only offered in select locations around the Midwest, while the other two were rolled out nationwide. 

Although we don’t see a huge spike in visits when we analyze the launch day, it’s too early to tell whether these drinks will make an impact on traffic. But, the commitment of Starbucks to continue pushing new products and concepts will only serve to strengthen visits over time. 

How much of an impact might these concepts have on visits? Stop by Placer.ai to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023
Placer.ai Office Index: August 2023 Recap
Placer.ai Mall Index: August 2023 Recap
Placer.ai White Paper Recap: August 2023
Starbucks Pumpkin Spice Latte Strikes Again
Big Scoop: We All Scream For Ice Cream
Sports Away: Lululemon & Nike’s Momentum Continues
Summer Visits Heat Up For Recreation and Outdoor Gear Chains
No CSS overwrite - July 2023 Office Index Recap
Staging - August 2023 Mall Indec
Mid-Atlantic Grocery Deep Dive
Experiential Chains Heating Up This Summer
Petco Goes Big by Going Small
Ulta Beauty: Leading the Discretionary Pack
Discount and Dollar Chains Continue to Thrive
Summer of Sports: DICK’s Sporting Goods and Hibbett Sports
Off-Price: Succeeding Into Summer
The Anchor Recap: July 2023
Superstores Maintaining Pandemic Gains Amidst Economic Headwinds
2023: Home Improvement at the Halfway Point
July 2023 Office Index Recap
Placer.ai Mall Index: July 2023 Recap
widget test
The Taylor Swift Visit Lift
Southwestern Grocery Dive
July 2023 White Paper Recap: Halfway Point Review & Quarterly Index
Yum! Brands: Driving Dining Visits
Slurpees and Summer Movies Stimulate Consumer Foot Traffic
Cool Beans: Summer Coffee Update
Checking In on Back to School 2023
Crocs and New Balance Tip The Scales
Burger Bliss: Shake Shack and In-N-Out Stacking Visits
Chipotle & McDonald's Continue to Reign Supreme
Vibenomics and Placer.ai Partner to Enhance Retail Media In-Store Measurement
California Grocers Here We Come!
Marriott’s Different Audiences
Bonchon and Kura Sushi Thrive in the Fast-Casual Scene
A Shoe In: Footwear Climbs to the Top
Cheers! Raising a Glass to Beverage Retail
Placer.ai Office Index: June 2023 Recap
Placer.ai Mall Index June 2023 Recap – A Turn of the Tide and a Dive into Open-Air Lifestyle Centers
Local Kitchens: Redefining the Restaurant
Unlocking Urban Insights: The Value in Manhattan’s Employees
Ohio State Parks On The Rise
How is Inflation Impacting the High-Income Shoppers?
Five Fast-Growing Dining Chains
What To Expect From Prime Day and July Sales Events in 2023
The State Of Fashion: How Are Apparel Retailers Faring in 2023?
2023’s Latest Dining Success Story: GEN Korean BBQ House
The NBA Finals: A Location Intelligence Perspective
Moving the Market: The Impact of Domestic Migration on Housing Costs
Post-Pandemic Museum Update
The Darden-est Things
The Enduring Demand for Urban and Suburban Retail
Leveraging Data to Evaluate the Impact of Municipal Investments
Trader Joe's Success Amidst Food Inflation and Changing Consumer Behavior
Placer.ai Office Index: May 2023 Recap
Fitness at its Fittest: Staying Strong in 2023
Movie Theaters, Off-Price, and Home Improvement: May 2023 Recap
Placer.ai Mall Index - May 2023 Recap
What’s Working for Bath & Body Works?
Why Are Specialty Grocers Thriving in 2023?
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023
Placer.ai Office Index: April 2023 Recap
Placer.ai Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update
Placer.ai Office Index: March 2023 Recap