The anti-trend trend: How Starbucks aspires to use 'simplicity' to face rivals

There's a certain comfort in knowing exactly what you're going to get. In a world of constant change and fleeting trends, that predictability can feel like a lifeline. For many, that lifeline is a daily Starbucks run—the same order, the same familiar atmosphere, the same flavour. But what happens when that routine is threatened? In Asia, Starbucks faces a unique set of challenges: frugal consumers and intense competition from local, value-driven players like Luckin Coffee and Cotti Coffee, as well as the ever-evolving demands of Gen Z consumers who crave authenticity and connection.

"It has to be agility," says Samuel Fung, vice president of product and marketing at Starbucks Asia Pacific, when asked about the brand's biggest challenge in 2025. "The challenge is to move with the fast-evolving space while continually building affinity with Gen Z as well as driving business growth in the region."

In this edition of The CMO's MO, we sit down with Fung to explore how Starbucks plans to maintain its leadership position in this dynamic market. The answer, it seems, lies in doubling down on what has always set Starbucks apart: "A welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas”, according to Fung.

Starbucks is pouring resources into personalised marketing, immersive digital experiences, barista training, diving into the metaverse with Roblox, and even taking a page from Apple's book on simplicity, betting that this double-shot of tradition and innovation will perk up its performance and grind competition.

1) What is the single biggest challenge and opportunity facing your brand in 2025, and how are you preparing to address both?

It has to be agility. The challenge is to move with the fast-evolving space while continually building affinity with Gen Z as well as driving business growth in the region.

To address this, we are getting back to what has always set Starbucks apart—a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas. We will be re-establishing the brand as the community coffee house and reminding people of our unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide. 

Our recently launched Get Together campaign (see below) also supports these ambitions, aimed at sparking meaningful conversations and inspiring consumers to drive positive action in both big and small ways. We are also empowering our baristas with the tools and training that help them create moments of connection through expertly crafted brews tailored to every taste and preference, while building on our tradition of leadership in retail by making Starbucks the best place to work. 

In a bid to defend our leadership position, we are also evolving how we engage with Gen Zs, a key customer segment for Starbucks. Creating both online and offline experiences that align with their preferences, interests, and values remains a priority. We believe this focus, combined with strategic brand partnerships, will foster authentic connections and strengthen brand affinity, even as competition from local, value-driven players continues to grow.

2. What marketing capabilities are you prioritising for investment in 2025, and which areas are getting a cut?

For investments in the year ahead, we're laser-focused on customer centricity. That means pouring resources into our martech capabilities, especially when it comes to personalised marketing. We're talking about using behavioural data and real-time insights to create content that truly connects with our customers. It's not just about blasting out messages; it's about delivering the right message to the right person at the right time. To make sure we're on track, we're also investing heavily in advanced analytics and social listening so we can understand the market, anticipate risks, and make smarter, data-driven decisions.

3. What emerging technology or trend will have the biggest impact on marketing in APAC over the next two years, and how are you preparing for it?

Web3 and immersive digital brand experiences are reshaping how brands build loyalty, creating new opportunities to engage with audiences in more meaningful ways. As consumers demand greater authenticity and personalisation, we are rethinking our strategies, embracing a test-and-learn approach to strengthen our connection with customers.

Our collaboration with Roblox exemplifies this evolution. Last October, in celebration of International Coffee Day, we created our first-ever immersive Starbucks Experience on the metaverse, allowing our Gen Z customers to connect over their shared love of coffee while unlocking exclusive rewards in both the virtual and real worlds. In terms of user engagement, the results surpassed our expectations: one in three users who entered our stores on Roblox interacted with our baristas, and all the coffee-inspired collectables were fully redeemed in a day.

As we continue to innovate, we will explore new technologies that enhance connections and keep us ahead in this ever-evolving landscape.

4. Talk about a campaign outside your brand that truly inspired you, and what lessons could you apply to your own brand?

I find Apple’s straightforward and direct marketing approach truly inspiring. True to this strategy, the company’s minimalist product designs and advertisements for new products captivate customers without overwhelming them with excessive details. It beautifully embodies the principles of ‘keep it simple’ and ‘less is more’.

As we refocus on what has always set Starbucks apart, there are many lessons we can draw from Apple’s approach. A relentless focus on experience, simplicity, and emotional connection will differentiate Starbucks in the evolving coffee landscape.

5. Name another brand (can’t be yours) with a fantastic customer experience that you really admire. What element of their approach do you find most compelling?

Again, Apple. I am a genuine Apple fan, and I really admire the brand’s engaging customer experience. Its meticulous and thoughtful approach to design at every touch point creates a seamless and intuitive journey for customers. From the moment a customer walks into an Apple Store to the experience of going through their website and the post-purchase setup, everything feels cohesive and well-crafted.

This commitment to simplicity and attention to detail not only enhances the overall experience but also fosters strong emotional connections with their brand. It's a powerful reminder of how crucial it is to create a holistic customer experience that resonates at every stage, which is something we continuously strive for at Starbucks.

6. So, what's your secret weapon when the creative well runs dry? A good book? A film?

For me, it's always a run. It's not just about the physical exercise, mind you; it's a form of meditation. I can focus on my breathing, the rhythm of my stride, and just clear my head.

An avid runner, Fung takes on the Kobe Marathon in Japan

A run along the promenade is especially good—a proper change of scenery that breaks the cycle of repetitive thoughts. Whenever I'm facing a challenge, I find that stepping away, both literally and figuratively, often sparks new ideas and gives me the clarity I need to crack on.

7. What's the one piece of advice you'd give to young marketing professionals aspiring to become future marketing leaders in APAC?

Embrace a growth mindset and continuously seek learning opportunities. The marketing landscape is ever-changing and staying ahead requires adaptability and a commitment to lifelong learning.

This involves viewing mistakes as valuable learning experiences, testing different approaches, seeking feedback, and learning throughout the process. By practising active listening and curiosity, we can appreciate others' perspectives while creating a safe environment for open sharing without fear of judgment.

8. Tell us about a hidden talent, passion, or personal trivia that others might not know.

Fung at the Starbucks farmer support center in Sumatra

In my first two years at Starbucks, I spent most mornings in our stores, tasting a variety of coffees to train my palate. This experience allowed me to fully appreciate the nuances across the roasting spectrum—light, medium, and dark—and the diverse flavours of coffee beans sourced from regions throughout the coffee belt from Sumatra to Colombia. Whether it’s nutty, floral, citrus, burnt, or spicy, I’ve honed the ability to distinguish the intricate taste profiles, much like a sommelier with wine.

Having explored Starbucks's diverse coffee offerings, my favourite remains Pike Place Roast, a smooth, well-rounded blend of Latin American coffees with subtle notes of cocoa and rich praline. It’s the perfect choice for every day.

9. What keeps you up at night as a CMO?

It's the sheer pace of change in consumer behaviour across Asia Pacific. Things shift so quickly! Trying to anticipate those changes, especially with Gen Z, and making sure Starbucks evolves alongside our audience while staying true to our mission, is a real challenge but also a massive opportunity. The trick isn't just keeping up, it's staying one step ahead. That’s why we invest in technologies that provide deep insights into customer preferences. These data-driven insights allow us to adapt swiftly, personalise experiences, and ensure every interaction strengthens our connection with customers.

At the end of the day, what keeps me up at night is also what gets me out of bed in the morning: the pursuit of creating meaningful, lasting relationships with our customers, turning everyday coffee moments into something special, and building connections that last.