Starbucks persona - Digital Marketing Jace Wheeler

Starbucks Customer Profile

Our Customer Profile

Demographic Data

Age: 18-40 years

Gender: Men and women who shop at Starbucks regularly.

Where: Starbucks customers are generally located in urban and suburban areas, especially around offices, schools, malls and high-traffic streets.

Education: Starbucks’ customers are often college students, college graduates, and working professionals.

Data on Psychographics

Hobbies & Interests: Starbucks customers like coffee, shopping, traveling, and music. Starbucks is good for busy people who want something fast. They could meet for coffee before work, between classes or while running errands.

Motivations: Convenience, caffeine, rewards, and customized drinks are some of the main appeals for customers visiting Starbucks.

Behavioral Info

Online Behavior: Starbucks’ customers are heavy users of social media sites such as TikTok, Instagram, Snapchat and YouTube. Trends on social media can influence which drinks consumers choose to try, which combinations to do, and how to maximize rewards.

Starbucks also has a very popular mobile app. The app allows customers to order ahead, customize their drink, pay, locate stores and earn rewards. The app is rated 4.9 out of 5 stars with more than 8 million ratings on the Apple App Store.

Starbucks has 35.5 million active rewards members in the United States. The rewards program has green, gold and reserve levels with varying perks for customers.

Concerns and Objections

Potential Barriers: Price is one of the biggest reasons why customers might think twice about buying Starbucks. Some customers feel drinks are too expensive, or that rewards are not as valuable as they once were. The add-on or customize options for drinks add on more money as well.

Other annoyances include long lines, loud environment, crowded stores, wrong drinks and slow mobile orders.

Quotes and Real-Life Examples

As one Starbucks app reviewer put it, “The app is easy to use, but they’ve raised prices and changed the rewards.” The customer said Starbucks had become an “occasional convenience” and not their normal coffee destination.

One customer said ordering ahead is a “lifesaver for a quick pick up” to save time when they don’t feel like standing in line.

Together, we can get a picture of a typical Starbucks customer.

Customer Profile

Name: May

Age: 24yrs

Occupation: Maya is a recent college graduate working a full-time, entry-level job in business. She usually picks up Starbucks before work or on her lunch break.

Goals She wants to enjoy coffee and save time in her busy schedule She also likes to learn about new drinks at Starbucks and get rewards.

Challenges Her biggest challenge is budgeting for Starbucks, prices can add up when she goes a lot. She also gets irritated when she has to wait too long.

Maya’s Personality: Maya is social, busy and organized. She likes to spend time with her friends and to exercise. She likes trying new things, but at Starbucks she usually orders a regular/basic order. She keeps it simple, so she pre-orders a lot through the Starbucks app.