Costa Coffee Costa Club Brand Summary The Costa Club loyalty scheme is relaunched in Website: Costa.co.uk Founded: 1971 Autumn 2021, It gives customers a simple and rewarding way to earn coffee Beans(tokens). HQ: Dunstable, U.K Industry: Coffee From October 2021 (ongoing), customer earned a Size: 10000+ Employees Company: Private Bean for every hot or cold crafted drink they bought. Collecting eight Beans lead to the Revenue: $500 million to $1 billion (USD) consumers next barista made drink for free. Other incentives included - buying four drinks in a reusable Parent Company: The Coco-Cola Company cup and get a fifth for free (Costa, 2021). Loyalty Scheme Aim - To offer a simplified, frictionless and easy-to-understand digital-first experience. Mission - “To save the world from mediocre coffee” Value - Environmentally & Socially responsible Coffee Brand, Earn more for less Benefits - Free cake on your Birthday, Buy 4 drinks to get 1 free. Each time you use a reusable cup in store, you'll get an extra bean. Personalised exclusive rewards based on local tore or spending habits Competitor - Costa can be viewed as an indirect competitor to McDonalds McCafe product range or direct competitor to Starbucks. As both competitor brands roam the consumer coffee industry. Communication Channels - Mobile, Web, Social Media & Email Costa communicate their offerings through Mobile, Web, Social Media and Email. More emphasis is placed on the mobile App, replacing the need of costa cards. The App does allow users to place kiosk/machine orders through the app for express orders using QR codes. Costa encourages social sharing and engagement through channels like instagram, where consumers can share their costa experience. The post can be then reposted by the account admin, allowing a system where by consumers sell the brand experience for Costa without direct consumer advertising. Platforms - Apple , Android & Web Consumer Experience, Innovation & Limitations Exploring the app from a consumer perspective, your are required to sign up using email and password. There are opt in or out options for receiving exclusive offers specific to store availability and spending habits. Costa's digital media platforms and channels do work in tandem with delivery services such as Uber Eats, Just Eat and Deliveroo. Allowing for a broader audience range to be accessible from their homes and not just in store. The Loyalty scheme could do better in communicating, the social and environmental successes of Costa or the direct Impact consumers have had, either through gamification or some form of updated progress bar. Further more it could do better to tie into the brand other campaigns such as 'Drink Aware'. 2022 MMR Competitor Analysis 02
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