StarbucksBuyer Persona Overview

BACKGROUND:

• Student at the University of Florida

• Majoring in chemical engineering; senior standing with a 4.0

• Single and is a bartender at a popular bar downtown

• Lives in a studio apartment

DEMOGRAPHICS:

• Female

• Age 18-25

• HH Income: $30,000

• Urban

IDENTIFIERS:

• Pays close attention to details

• Great at multitasking

• Has 18 hour days

GOALS:

• Be attentive and lively in all of her classes

and work shifts

• Finish her senior group project with high

marks

• Following her strict schedule and

maintaining her tight budget

CHALLENGES:

• Sleeps 6 hours a night

• Lives in a small apartment where her

Internet router isn’t reliable

• Eats out often and waits in long food lines

HOW WE HELP:• Brew high-quality coffee, customizable to customers preference

• Provide free Wi-Fi and spacious seating areas, all within reach to power

outlets

• Membership reward system allows easy prepaid payment method and

frequently offers free or discounted Starbucks products

• Offer an assortment of fresh food items that can accommodate to any

diet, craving or meal time.

REAL QUOTES:

• “I need an extremely caffeinated cup of coffee to get me through this

lecture.”

• “We need to meet somewhere we can spend the day, uninterrupted, and

can speak freely.”

• “I’m on a gluten-free diet.”

• “This line is way too long. I’m going to be late.”

• “I’m working two shifts less this week so I can’t blow through my cash.”

COMMON OBJECTIONS:

• A standard cup of coffee won’t be enough to wake me up.

• I’ll feel pressured to keep buying their products if we occupy their tables for

long.

• This is too expensive and takes longer than going through a drive-thru at a

fast food restaurant.

MARKETING MESSAGING:

• Café equipped for students

• Wide variety of high-quality food and beverage items

suited for anyone’s needs

• Reward system for your loyalty to our brand

ELEVATOR PITCH:

• We understand you’ve got a daily routine to follow, so

let us help make it easier for you: Starbucks offers the

highest quality products that can be customized to

your preference. Your loyalty to us doesn’t go

unnoticed; join our reward system and let us help you

pay. Feel free to stick around with your friends and

enjoy our complimentary Wi-Fi, we have plenty of

space.

Social Media Messaging:SOCIAL MEDIA MESSAGING:

@Starbucks is getting me through this three hour lecture! #Starbucks

#VentiCinnamonDolceLatte #TripleShot

Officially a Starbucks Gold Member! I love getting free in-store refills!

#ThePerks #FreeWiFiAndRefills