Age: 24 to 40 with a strong focus on Millennial and Gen Z.

Income: middle-to-high-income / who can afford premium-priced products.

Behavioral

• Daily purchase habits

• Loyal customers emphasizing reward programs

• "Busy Achievers and Explores"

  
  

Age: Younger generation / Gen Z

Ethnicity: Hispanic population

Behavior

- Coffee Enthusiast: Appreciates the craftsmanship of a good latte

- Local Community Members: Appeal to anyone in their community

Daily Buyers

Cultural Connection: Caters Hispanic menu such as Horachata drink / Tres Leches Muffin / and even Rice and Beans Latte. Provides visual connection by including Mexican style tiles and decor.

High-Quality Coffee: They focus on micro level quality, aiming to score each coffee above 80.

The coffee itself: Has a unique and trendy menu that keeps up with the outside world by providing "seasonal" beverages and snacks.

Personal and Social: Trains baristas to provide personalized experience now they are making employees write a "note" on every drink. Positions itself as environmentally friendly, allowing customers to feel that their purchase contributes to a positive change.