Costa Coffee targets city customers

Costa Coffee is ramping up its competition with Starbucks through the launch of an aggressive marketing push for its new “metropolitan stores”, which aim to fulfil the specific needs of city customers. The new-look stores will rival the “retro” stores that Starbucks has opened in cities such as London, and will offer special express queues, bespoke loyalty cards and free Wi-fi in store.

It will consist of outdoor, online, DM and in-store activity and aims to inspire Londoners to visit the ‘Metropolitan’ store whether it is to relax in its sinking sofas, conduct a business meeting around its large table or to grab a perfect cup of coffee on the run.

“Cities are hubs for business and leisure, and we feel the time is right to target these audiences with an offering that matches their personality and lifestyles.."

Artisit impression