Costa Coffee:
Food Strategy Review & Transformation
Project Overview
Leading coffee chain Costa enlisted Egg Soldiers to review and validate its existing UK food strategy across specific categories, with the brand seeking to strengthen its overall food proposition for the future.
The project spanned multiple areas, from in-store counter displays and marketing touchpoints to seasonal launch recommendations, with Egg Soldiers supporting Costa in ensuring its food offer remains relevant and compelling, build around freshness and quality to stand out on the high-street.
The project spanned multiple areas, from in-store counter displays and marketing touchpoints to seasonal launch recommendations, with Egg Soldiers supporting Costa in ensuring its food offer remains relevant and compelling, build around freshness and quality to stand out on the high-street.
Egg Soldiers x Costa Coffee:
Our Approach
Our Approach
Immersion & Review
The project began with a comprehensive period of immersion.
This included Egg Soldiers visiting Costa sites across London and reviewing operational efficiencies, with the team providing initial feedback and 'quick win' recommendations.
This stage also included an in-depth trends review of inspirational global brands and focused competitor benchmarking, conducted by Egg Soldiers' dedicated trends arm, Insights Lab.
This Immersion & Review phase is key as it gives us a complete understanding of strategy and future objectives, giving us the tools to design and structure workshops for the second phase.
This included Egg Soldiers visiting Costa sites across London and reviewing operational efficiencies, with the team providing initial feedback and 'quick win' recommendations.
This stage also included an in-depth trends review of inspirational global brands and focused competitor benchmarking, conducted by Egg Soldiers' dedicated trends arm, Insights Lab.
This Immersion & Review phase is key as it gives us a complete understanding of strategy and future objectives, giving us the tools to design and structure workshops for the second phase.
Food Strategy Workshops
The second phase of the project was centred around three creative workshop sessions with Costa team.
The first was a Food Identity workshop to clarify and bring to life the future vision & style for Costa's food and in-store marketing proposition across agreed day parts - a fundamental step for guiding strategic outputs.
The following two workshops allowed us to dig down into target category execution and the total food proposition, including range structure and product role distinction.
The first was a Food Identity workshop to clarify and bring to life the future vision & style for Costa's food and in-store marketing proposition across agreed day parts - a fundamental step for guiding strategic outputs.
The following two workshops allowed us to dig down into target category execution and the total food proposition, including range structure and product role distinction.
Costa Food Strategy Outputs
Egg Soldiers presented its final strategy document, which included end-to-end proposition recommendations across Costa's target categories and day parts.
Future proofing strategy was a key area, with operationally streamlined integrations and product launch suggestions also part of our outputs.
Following the initial project, Egg Soldiers provided further support to the Costa team on 'best-in-class' food range and visual display implementation, with the team providing both fast-tracked and longer-term strategic recommendations.
Future proofing strategy was a key area, with operationally streamlined integrations and product launch suggestions also part of our outputs.
Following the initial project, Egg Soldiers provided further support to the Costa team on 'best-in-class' food range and visual display implementation, with the team providing both fast-tracked and longer-term strategic recommendations.
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