Mercato
The Mercato concept is born out of the health and wellness movement and the responsibility on behalf of Starbucks to offer greater variety and healthier options to its customers. An entirely new menu offers thoughtfully prepared meals with natural, balanced ingredients with all additional surplus being donated to the local community every day.
Starbucks food program
MERCATO
The Mercato concept is born out of the health and wellness movement and the responsibility on behalf of Starbucks to offer greater variety and healthier options to its customers. An entirely new menu offers thoughtfully prepared meals with natural, balanced ingredients with all additional surplus being donated to the local community every day.
CONCEPT
& PROCESS
A curated menu of new healthy food options was crafted in collaboration with the food and beverage team with foods high in sugar and calories being de-emphasized or stripped away entirely. A palette of light oak wood, playful terrazzo, muted warm grays, and lush greenery is layered into a retail environment with gentle nods to agriculture. The traditional trestle table is re-envisioned as a floor fixture for storytelling around custom merchandise and local foods while a bespoke push-slot menu coupled with digital menu boards allow for seasonal shifts in menu offerings. Concepts collaboration with the creative team led to a simplified and brighter brand voice and expression. A gestural and monolithic hand-off directs customer behavior while serving as a weighted counterpoint to the lighter retail environment.
