Starbucks CEO: Being the ‘best form of yourself’ is how brands win
Niamh CarrollGetting ‘Back to Starbucks’ and dialling up what customers love about the brand has been a key focus for the chain as it seeks a return to sales growth.
McDonald’s replaces Starbucks as the ‘most valuable’ restaurant brand
Niamh CarrollMcDonald’s is the world’s most valuable restaurant brand, according to Brand Finance, as previous incumbent Starbucks suffers from “growing misalignment” with customers.
Starbucks almost doubles marketing spend to ‘restore confidence’ in the brand
Niamh CarrollStarbucks is moving away from discounting and doubling down on “broad-based” marketing to focus on what “sets it apart” as a brand.
Starbucks needs to cut the crap from its brand positioning
Mark RitsonThe coffee chain is a serial offender at producing esoteric mission statements, so can new CEO Brian Niccol finally uncover the brand’s appeal to customers?
Starbucks appoints former Pizza Hut CMO as CEO amid sales slip
Molly InnesStarbucks has appointed former Pizza Hut and Taco Bell CMO Brian Niccol as its new CEO, as the coffee chain looks to turn around ailing sales.
Starbucks eliminates global CMO role
Molly InnesCurrent global CMO Brady Brewer has been promoted to CEO of Starbucks’ international business.
The best marketing campaigns of 2020: Part 2
Marketing Week ReportersFrom Tesco to Starbucks to Leon, the Marketing Week team chooses the second set of eight campaigns that make up our best marketing of 2020.
The importance of representing trans people in advertising
Molly FlemingDespite a rise in LGBTQ+ representation in advertising, trans people are still woefully underrepresented.
BrewDog and Starbucks on why it is ‘a mistake’ not to involve in-house teams in pitching
Molly FlemingBoth brands admit they have learned the hard way that not involving in-house teams with pitch processes can create a “negative environment” internally.
Starbucks wins Channel 4’s £1m diversity competition
Erin LyonsThe broadcaster tasked entrants to pitch campaigns that challenged stereotyping around the LGBT+ community, as well as highlighting the lack of representation in advertising.
Starbucks explores dark social for market research
Sarah VizardThe coffee giant is trying to bring its marketing and product development closer together so it can jump on trends faster and get better insight on what resonates.
What brands are doing to be more inclusive for people with disabilities
Ellen HammettFrom Asos’s wheelchair-friendly jumpsuit to Starbucks opening its first sign language store, brands are making moves to cater for people beyond the mainstream and unlock the potential of the ‘Purple Pound’.
Starbucks moves away from the ‘drumbeat of promotions’ to build longer term relationships with customers
Molly FlemingThe coffee shop chain admits it had become too focused on promotional activity, which was no longer profitable and meant its focus had become too short term.
Starbucks bets big on plant-based drinks as sales fall
Leonie RoderickThe coffee giant said global sales rose 2% in its fourth quarter – this compared to 4% growth for the same period last year.
Starbucks steps up focus on digital partnerships amid store closures
Leonie RoderickStarbucks’ CEO believes partnerships with pureplay digital companies are increasingly important, as online giants will struggle to “outmanoeuver” the brand.