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CAPPUCCINO, LATTE AND THE TRANSFORMATION MINDSET
How much work goes into producing your cup of coffee? It’s not just the barista’s well-practiced routine, or even the unseen efforts of the coffee producers. It takes a vast amount of work behind the scenes to produce great coffee as effortlessly as Costa does.
Seven Pillars of strategy
You might be forgiven for thinking that Costa Coffee, as well as its parent group Whitbread, could just carry on doing what it does, with no need to change. Of course, no business sector works like that. You’re only as successful as your latest improvement, and there’s always someone else coming up on the inside to capture your market.
Being very aware of this, Costa Coffee’s management developed a five-year plan to focus Costa Coffee teams on driving the business forward. As a crucial part of this, Creative Solutions was briefed to create branding for a presentation promoting change within the Whitbread Group.
Central to this was the task of creating Seven Pillars of Strategy, an initiative aimed at improving Costa’s everyday efficiency. The purpose was simple and of benefit to everyone: better for customers, easier for teams, more efficient for Costa.
A plan is nothing without great execution
The process wasn’t straightforward. We had three days to complete our work on the presentation support, and that involved working when the Costa team wasn’t. This meant that we were creating the material overnight and during the weekend, ensuring that their team had the support they needed, when they needed it.
Costa were delighted with the results. Besides using the material we’d created for its original purpose, they asked us to develop further presentations and graphics for digital strategy in the UK, China and Europe. Indeed, the presentation graphics were so well loved that they were used as the operational centre for the transformational drive.
Creative Solutions — inspiring the world to love great coffee
One of Costa Coffee’s mantras is “Put people at the heart of change”. If they ever decide they don’t need the phrase any more, it would apply perfectly to Creative Solutions.
Of course, we’re dealing with companies, rather than the public coming in off the high street, but that doesn’t really make any difference. Even a huge group like Whitbread consists simply of people, and we never forget that it’s people we’re providing a service for.
All that and inspiring the world to love great coffee. Not a bad job.
You’re reading this because you want something designed. But actually, you want more than that.
You want an agency that’s engaged enough to understand your objectives, experienced enough to turn them into a reality, and creative enough to leave you thrilled with the results. You’ve just found us.