BRAND STRATEGIST

AMANDA LAPIN

Blanchard’s Coffee

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

ROUTINES DESTROY ANY SENSE OF SURPRISE

CAUSING COFFEE DRINKERS TO FEEL LIKE THE CATEGORY IS UNORIGINAL

ASK

Solidify their brand identity and locate three markets for Blanchard’s to expand to.

PROBLEM

Coffee routines are stifling experimentation within 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.

We taste tested Blanchard’s and then ranked their menu offerings against competitors that are local Richmond shops and national chains

RESEARCH TACTICS

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.

TARGET

Spontaneous Sippers

Our Spontaneous Sippers are people whose coffee choices are always changing. One day they might go for a bold espresso, and the next, they could be in the mood for a sweet latte. They don’t stick to a routine and enjoy trying new things based on how they feel. They're drawn to coffee spots with a changing menu or unique vibe, just like their unpredictable coffee habits.

INSIGHT

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.