Baruch College

Project Description

Starbucks Group Project

Project Abstract

The objective of this research study is to understand perceptions of the Starbucks brand to gauge receptivity among this market to this new service being offered in New York City. This research would be used to support the conversion of coffeehouses into restaurants, as well as the development of appropriate menu items to understand the customer�s preference for existing hot food service providers in the New York metro area and an understanding of the consumer�s attitude about Starbucks in relation to competitive brands. This report will also focus in on the consumer�s feelings about positioning Starbucks as a hot food service provider in the New York metro area and understand their expectations concerning menu selection and pricing.

Surveys released for this project:
Sample Survey 55
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