Starbucks Kenya Coffee has had an interesting journey, marked by both a decline and a revival of its premium blend. As someone who is passionate about coffee and its history, I have followed this story closely. In this article, I will delve into the reasons behind the decline of Starbucks Kenya Coffee and the subsequent steps taken by the company to revive this iconic blend.
The Decline of Starbucks Kenya Coffee
1. Expanding Product Range
One of the reasons behind the decline of Starbucks Kenya Coffee can be attributed to the company’s decision to expand its product range. As Starbucks grew in popularity, it began introducing numerous new blends and flavors to cater to the diverse preferences of its customers. While this strategy might have seemed promising, it diluted the focus on their signature coffees, including the renowned Kenya blend.
2. Increased Competition
Another factor that contributed to the decline of Starbucks Kenya Coffee was the emergence of increased competition in the coffee industry. As more and more specialty coffee shops and local roasters gained popularity, Starbucks faced a challenge in maintaining its unique position in the market. The influx of coffee options made it harder for Starbucks Kenya Coffee to stand out and maintain its market share.
3. Lack of Direct Relationship
Starbucks prides itself on its ethical sourcing practices and its commitment to building direct relationships with coffee farmers around the world. However, in the case of Starbucks Kenya Coffee, the company faced a hurdle due to the lack of a direct relationship with Kenyan coffee farmers. This posed a challenge in consistently sourcing high-quality coffee beans, which affected the taste and overall quality of the blend.
The Revival of Starbucks Kenya Coffee
Despite the decline, Starbucks recognized the importance of revitalizing the Kenya blend and restoring its former glory. They took several key steps to bring back the essence and uniqueness of Starbucks Kenya Coffee.
1. Strengthening Farmer Relationships
To address the issue of a lack of direct relationships with Kenyan coffee farmers, Starbucks actively worked towards establishing stronger ties with local farmers. They initiated programs and partnerships that aimed to provide support and resources to coffee-growing communities in Kenya. This not only ensured better sourcing of premium coffee beans but also helped empower the farmers through fair trade practices.
2. Enhanced Roasting Techniques
Starbucks also focused on improving its roasting techniques specific to the Kenya blend. They invested in research and development to perfect the flavor profile of Starbucks Kenya Coffee. By roasting the beans to bring out their unique characteristics, Starbucks aimed to deliver a consistent and premium coffee experience to its customers.
3. Renewed Marketing Efforts
Recognizing the importance of effective marketing, Starbucks launched renewed efforts to promote the Kenya blend. They highlighted the rich history, distinct flavors, and cultural significance of the coffee. By telling the story behind the beans and emphasizing their commitment to sourcing the best coffee from Kenya, Starbucks aimed to reignite the interest and demand for their iconic blend.
4. Revamping In-store Experience
In an effort to enhance the overall customer experience, Starbucks made changes to their in-store environment. They incorporated elements that celebrate the origins of Starbucks Kenya Coffee, such as artwork, photographs, and educational displays. This helped create a more immersive experience for customers, allowing them to connect with the story and heritage of the coffee they were consuming.
Conclusion
The decline and subsequent revival of Starbucks Kenya Coffee serve as a testament to the ever-evolving nature of the coffee industry. Starbucks recognized the challenges it faced and made a conscious effort to revive the premium blend. By strengthening relationships with farmers, enhancing roasting techniques, investing in marketing, and revamping the in-store experience, Starbucks successfully brought back the essence and popularity of Starbucks Kenya Coffee. As a result, coffee enthusiasts can once again enjoy the unique flavors of this iconic blend.