Starbucks Seasonal Reserve: Innovating Loyalty Through Subscription-Based Coffee Experiences

In this fictional project, I developed Starbucks Seasonal Reserve, a subscription-based service designed to strengthen brand loyalty and introduce a new revenue stream for Starbucks. This concept allows customers to enjoy exclusive seasonal and limited-edition whole bean coffee blends year-round for a small monthly fee. I built the proposal using the Blue Ocean Strategy to tap into an underutilized market space and differentiate Starbucks from competitors.

In crafting this initiative, I focused on creating added value through member-only perks, while aligning the service with Starbucks’ broader goals around digital growth, sustainability, CSR, and DEI. I conducted market and financial analysis to forecast profitability, assessed risks and operational needs, and proposed strategies to scale the service digitally. This project highlights my skills in innovation strategy, customer experience design, cross-functional planning, and data-driven decision-making—all anchored in a deep understanding of brand value and consumer behavior.