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The recently announced partnership between Starbucks and Mercedes-Benz definitely grabbed my attention.
I’ve consulted for and written about both brands but had yet to conceptualize them working together. This somewhat unusual partnership addresses mutual goals and allows us to “think beyond” our obvious partnership opportunities.
The Starbucks and Mercedes-Benz Collaboration
Starbucks announced a strategic collaboration with Mercedes-Benz High-Power Charging to electrify over 100 stores nationwide. During the first phase of this program, high-power EV chargers will be installed at Starbucks stores along a 1,400-mile route along Interstate 5 from Washington to California, a crucial west coast travel corridor. These chargers will be placed in core urban areas and “charging deserts,” with plans to expand to more locations, including markets on the East Coast.
As part of the announcement, Michael Kobori, Starbucks Chief Sustainability Officer, noted,
“At Starbucks, we have a long history of bringing renewable and clean energy projects to connect communities that lack the infrastructure. Partnering with Mercedes is the next step in expanding our EV charging network so our customers can refuel sustainably while they enjoy Starbucks.”
Through this collaboration, Mercedes-Benz provides high-power charging technology, and Starbucks offers a convenient and comfortable space for drivers to relax and recharge, both their vehicles and themselves. This symbiotic relationship benefits both brands by enhancing customer experience and supporting sustainability.
Starbucks’ commitment to sustainability is reflected in its goal “to give more than it takes.” In the U.S. today, Starbucks customers can enjoy their favorite beverages while charging their EVs at more than 1,000 licensed and company-operated stores with nearby EV charging access. The collaboration with Mercedes-Benz will expand this network to 100 more stores, bringing renewable energy and clean technology to more communities.
According to Andrew Cornelia, President and CEO of Mercedes-Benz High-Power Charging.
The collaboration between two leading brands like Mercedes-Benz and Starbucks will uplift the charging experience for all EV drivers. We envision a future where charging your vehicle is as easy as enjoying your favorite Starbucks.
This partnership has met with enthusiasm from a large segment of Starbucks team members and customers – who share values related to environmental sustainability and social good.
Here Are A Few Lessons We Can Take From This Partnership
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Identify Complementary Partners: Look for partners outside your industry that share compatible goals. These collaborations can open new avenues for growth and enhance customer experiences.
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Leverage Combined Strengths: Utilize the unique strengths of each partner to create a symbiotic relationship. For example, Mercedes-Benz provides charging technology, while Starbucks offers a place for drivers to relax.
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Enhance Customer Convenience: Integrate services that make your customer’s experience more convenient and enjoyable. Combining EV charging with a coffee break is a perfect example.
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Expand Sustainable Practices: Invest in infrastructure that supports sustainability goals. Expanding EV charging networks supports environmental initiatives and attracts eco-conscious customers.
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Engage Employees in Initiatives: Involve employees in sustainability efforts to create a more engaged and informed workforce. This ensures that the benefits and importance of initiatives are effectively communicated to customers.
In the future, EV owners will be able to get more of a jolt at Starbucks. Where will you supercharge your impact through partnerships?
Related: Valued but Not Equal: A Case for Customer Segmentation