2023-08-09 17:50:00
The chain of cafeterias, with more than 37,000 stores around the globe, has celebrated its 20th anniversary in Peru since it opened its first store in 2003 in the Óvalo Gutiérrez, being the first of the American chain in South America. Starting its regional path in Peru, our country is a very relevant market for Starbucks, as Tom Ferguson, President and Senior Vice President of Starbucks for Latin America and the Caribbean, comments.
Since then the growth of the chain -operated in Peru by the Delosi group- has been explosive. Today they have 111 stores throughout the country, of which 94 are in the capital. For the next few years, Cristel Delgado, brand manager of Starbucks Peru, tells us that the objective will be to decentralize the brand, reaching more provinces of the country.
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This year, among the five stores that the chain estimates to open, one will be in a new region of the country. So far, it is present in Arequipa with five stores: Chiclayo, Trujillo, Cajamarca, Cusco, Huancayo, Piura and Trujillo. “We want to have a national experience, growing in places where we are not and where we can be, identify where we build stores with full experience or routine spaces, with stores with all channels or delivery areas,” says the executive.
All the new stores, says Delgado, will come with the Greener Store certification, through the most efficient use of resources in each of the stores. Today they have stores with this certification, including their new store on Av. Los Frutales (La Molina), which will open next week.
Cristel Delgado, brand manager of Starbucks Peru.
Having been in the national market for 20 years has also allowed them to analyze and learn more about the Peruvian consumer, as well as their preferences, and to notice the formats that best suit the lifestyle of each area in which they decided to arrive with a Starbucks.
“We learned that there are stores where consumers don’t look for such large ‘communities’ (tables) but more individual spaces, or that we don’t necessarily have to open a store with complete convenience but with what the consumer needs. Some ‘small format’ (without lobby or tables) were more convenient in some spaces and the store with the complete experience in others”, he comments. Although, of course, to reach new cities, he highlights that it is important to arrive with the complete experience so that the consumer knows and gets involved with the brand.
In this way, he assures, the stores are currently strengthened, with regular customers and the objective will be to continue meeting these needs. The pandemic, he says, has also brought some learning and changes to his stores. Some, for example, had to relocate, since some locals found their raison d’être in the life of the clerk. The pandemic, he says, “helped us continue to evolve how we did things.”
Expanding application
In recent years, the brand has promoted the connection with its clients in the country through digital media. For example, through the Starbucks Rewards application, which seeks to provide rewards and benefits in a more personalized way. This year, Starbucks Peru will relaunch its Starbucks Rewards program, offering customers interactions that promote accessibility and an enhanced experience, says Rodrigo Isasi, CEO of Delosi.
The average consumption ticket in the country is US$3. (AP Photo/Michael Dwyer, File)
With the relaunch of the program, customers will be able to choose their preferred payment method, accumulate benefits and access different convenience channels. Delgado anticipates that, for example, users will be able to recharge and pay for their purchases through the application, order their coffee for delivery, extend their purchase while in the same store through the application and, even, place their orders and pay for them from home or the office to just pick them up at the store, as well as obtain rewards for purchases or for special days.
“These new features will be seen this year. In the coming weeks, a first major modification will be made and in the following months the biggest MOP modification will arrive, which will allow drinks to be scheduled and picked up, to reinforce the experience with customers”, he anticipates.
Peru origin coffee
At the end of June, the brand presented Starbucks Perú Mujeres de Junín, the first Peruvian coffee grown and developed exclusively by women (under the Starbucks seal), to celebrate the brand’s 20th anniversary in the country. The medium roast coffee was grown by a group of more than 130 women coffee growers who are part of a producers’ association known as “Caniari”.
This coffee will be available in Peru and in 20 markets in the region until August 21, 2023. According to the company, its stores have been offering Peruvian coffee since 1971, with a blend from the Chanchamayo region on the original menu of the company.
Given the climatic complications of the El Niño Phenomenon and the possible appearance of pests such as rust, which affect coffee and its price, Delgado comments that, indeed, his ‘partners’ are concerned, but they are also reviewing ways to reduce these effects .
“We are a market that has challenged itself to find many efficiencies in the face of eventualities that have occurred, for example, since the pandemic. We do not have large roasters here where we do this work, for example, it is usually sent to other countries so that it later returns roasted”, he indicates.
Given
Inspired by Peru _ As part of the 20th anniversary of Starbucks in Peru, a line of products will be available for a limited time. The merchandising, which includes a tumbler, a mug and a cold cup, is inspired by the characteristic Peruvian altarpiece, designed to highlight the country’s unique connection to coffee.
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