How can a grab-n-go offering compete at lunch?
AM coffee was, is, and always will be the focus for Starbucks. However, the brand saw an opportunity to capture incremental revenue through its convenient grab-n-go selection of sandwiches and salads. In many ways, it had 'accidentally' entered the lunch business. The Culinary Edge and Starbucks worked closely together on numerous projects starting in 2016, but our most impactful launch was with Mercato, Starbucks' new, overhauled grab-n-go offering.
Healthy. Approachable. Familiar.
This project's real magic came together when we were able to improve the ingredient sourcing and reduce the shelf-life requirements drastically. We worked closely with the Starbucks team to develop a healthy, approachable, and familiar menu that would visually pop out of the grab-n-go case and be irresistible to guests. Mercato has been a tremendous success and has since launched in every major US city.
