"In a world where cafe culture moves as fast as your For You Page, it's incredibly easy to fall behind. Matcha is having its moment and pumpkin spiced latte season is once again in full swing. For brands at the top, coffee isn't just coffee anymore, it's an experience, a ritual, an indulgence to be shared and snapped and hunted down for limited editions. Culture moves quickly these days and cafés especially illustrate how brands need to stay ahead and create their own hype cycles."
"The strongest coffee brands shape consumer demand rather than respond to it. For instance, Starbucks' seasonal rituals like the Pumpkin Spiced Latte and its iconic red Christmas cups, demonstrates how turning limited-time offerings can turn into cultural milestones. Customers rush to participate in the Starbucks calendar and the brand knows how to leverage these beloved moments. But challengers are also successfully tapping into culture."
Costa faces a potential sale for £2bn less than Coca-Cola paid in 2019, reflecting waning brand momentum. Rapidly changing cafe culture and shifting trends like matcha and pumpkin spice make it easy for chains to fall behind. Top brands turn coffee into experiences and rituals, leveraging limited-time offerings and seasonal cues to drive demand and social engagement. Starbucks exemplifies how rituals create cultural milestones. New entrants such as Blank Street use celebrity collaborations and pop-ups to generate buzz, while Caffe Nero employs trending flavours and playful lattes to maintain relevance. Successful brands proactively shape culture rather than merely react to it.
Read at Creative Bloq
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