Starbucks Doubles Stores Offering Light and Mild Coffee... Blonde Espresso Beverages Available

[Asia Economy Reporter Lee Seon-ae] As demand for lighter coffee continues to grow instead of strong coffee, Starbucks is expanding the number of stores selling Blonde Espresso beverages.

Starbucks Coffee Korea announced on the 22nd that starting from the 23rd, it will increase the number of Blonde Espresso beverages, which are light roasted coffees, to a total of 8 types and expand the number of stores selling them from the existing 100 stores to 200 stores.

Starbucks Blonde Espresso is characterized by a clean flavor, roasted lighter than the regular espresso with a rich and heavy taste, and was first introduced in Korea in April last year. Currently, 7 types of Blonde beverages are sold at 100 stores.

Blonde Espresso beverages have gained great popularity, surpassing 600,000 cups sold cumulatively over one year, and Starbucks has expanded the number of stores by an additional 100 to a total of 200 stores to enhance customer experience with light roasted coffee.

In addition to the existing 7 types?Blonde Caff? Americano, Blonde Caff? Latte, Blonde Ristretto Macchiato, Blonde Espresso Tonic, Blonde Starbucks Dolce Latte, Blonde Caramel Cloud Macchiato, and Blonde Cocoa Cloud Macchiato?one new type, Blonde Vanilla Double Shot Macchiato, will be newly launched.

The popularity of Starbucks Blonde Espresso beverages recently reflects diversified customer preferences, such as pursuing personalized coffee and seeking new coffee flavors.

Big data analysis based on surveys of customers purchasing Blonde Espresso showed that customers order Blonde Espresso beverages in addition to their usual coffee purchases when they want to enjoy a different coffee experience.

Also, 4 out of 10 customers who purchased Blonde Espresso beverages repurchased the same drink, indicating demand from customers who prefer lighter flavored coffee.

Notably, among all customers purchasing Blonde Espresso beverages, those in their teens to 30s accounted for 75%, making up the majority. Blonde Espresso is especially favored by the millennial generation who enjoy iced coffee, as it offers excellent refreshment when served iced.

By time of day, it was found that strong coffee is preferred during busy morning hours such as commuting and school hours and lunchtime, while lighter coffee like Blonde Espresso is enjoyed from the afternoon onwards when people want to feel a moment of relaxation.

Seo Won-ju, head of Starbucks Beverage Team, said, “In response to continuous customer requests, we expanded the number of stores selling Blonde Espresso, a light roasted coffee, so that more customers’ tastes and preferences can be reflected and choices can be made.” He added, “We recommend Blonde Espresso, which is very refreshing as an iced beverage, for this summer season.”

This content was produced with the assistance of AI translation services.