SUMMARY
Routine has ruined coffee. There is no more randomization, curiosity or pushing the limits of what we think we like. Blanchard’s is daring to challenge the conventional and encourage experimentation with our palette
ASK
Solidify their brand identity and locate three markets for Blanchard’s to expand to.
PROBLEM
Coffee routines are stifling experimentation with in the category
Coffee Culture is at a divide with itself. On Coffeetok, people are pushing for new blends, brews and ways to consume coffee. However, large coffee corporations are still pushing the same tired and over done flavors. Which leaves diehard consumers in a tough spot of having to stick to more basic flavors such as a “PSL” instead of getting what they really want.. experimentation with all the forms and flavors can come in or be paired with.
What coffee diehards want
What brands are giving them
RESEARCH TACTICS
We taste tested Blanchard’s and then ranked their menu offerings against competitors that are local Richmond shops and national chains.
We started by sampling Blanchard’s and exploring the different vibes of various locations to see what unique flavors were being offered at the time. Then, we had 1:1 interviews with some baristas and followed up our interviews with social listening via Coffeetok to explore why people were pushing for more diversity with in the coffee world, but were always going back to over done flavors.
What their current specials list was when we visited our first location
INSIGHT
Routines offer comfort, leading people to cling to the familiar and avoid the risk of trying the unknown.
People are creatures of habit and routine. When we find something we like, we cling to it because it is comfortable, predictable and known. We stray away from experimenting due to fear of the unknown. This human behavior led us to our insight of how routines offer comfort which leads people to cling to what they are familiar with to avoid risks and uncertainty of trying the unknown or new.
STRATEGY
Blanchard’s Is Always Experimenting
SOLUTION
Let’s Try It
Manifesto Video
OOH
IN-STORE Mystery Punch Cards
IN-STORE MERCH- Personalizable T-Shirts
Blanchard’s New Locations
Roanoke, VA
Arlington, VA
Chesapeake, VA