Starbucks Coffee entered Japan in 1996 and by 2012 had steadily built brand recognition. The Seattle-based company would soon open its 1000th outlet nationwide, an important milestone and proof of its increasing market predominance. Yet despite this, management was concerned that the number of loyal customers visiting Starbucks more than once a week to drink espresso drinks was decreasing.

In 2012 Starbucks adopted a “getting back to basics” management policy, central to which was the decision to concentrate on its espresso coffee range to recover lost loyal customers of its espresso coffee range. The strategy executed by the agency saw the creation of a distinctive and sophisticated Starbucks outlet – designed by an internationally acclaimed designer Oki Sato of nendo studio and located in Tokyo’s trendy Aoyama district – where the company’s extensive espresso range would be available. The outlet, promoted as the company’s first ever “pop-up store”, would operate for just 22 days in September 2012.

With the help of social media, as well as formal press announcements, the store opened to a fantastic response, demonstrated by long lines of consumers daily and many positive comments on SNS spreading the word. The store was certainly a commercial success, boasting an impressive 20,000 customers over its three weeks in business. Furthermore, sales of Starbucks espresso beverages soared 30% year-on-year, while overall average sales rose 5% over the same period. The campaign also received international recognition, being mentioned in the Wall Street Journal and praised by Starbucks CEO Howard Shultz.

The agency asked acclaimed Japanese design studio nendo to create a wholly distinctive and sophisticated Starbucks outlet in Tokyo’s chic Aoyama district. The chosen concept was like a ‘library’, with the interior walls lined with shelves of books in various coffee-colored sleeves, each representing a different espresso beverage. Rather than offering a conventional menu, Starbucks Espresso Journey encouraged patrons to select by browsing through its shelves. Then, by bringing their chosen ‘book’ to the counter, they would receive the corresponding drink and sleeve to keep as a coffee flask holder. While drinking, patrons could learn more about their selection by reading information printed on the sleeve. There was also a space for customers to experience being a barista and they could drink an espresso they’d made themselves.

The agency organized a press preview on the opening day as well as advising the client to post announcements via social media.

The news of the outlet earned more than 194.5 million media impressions in TV, newspapers and online media, resulting in lines of 50-100 people each day – even during the lingering heat of late summer. The overall positive comments on 4,856 Twitter postings and more than 10,000 likes on Facebook helped create a significant buzz.

Over 20,000 customers visited the outlet during its 22-day opening period, compared with an average of 500 per day at other Starbucks outlets in Japan. Furthermore, sales of Starbucks espresso beverages soared 20%, while overall sales rose 5% over the previous year.