Costa Coffee Marketing Strategy 2024: A Case Study

Costa Coffee, a leading coffeehouse chain, has implemented a comprehensive marketing strategy to effectively promote its brand and engage with customers. With a focus on digital transformation and personalized experiences, Costa Coffee has successfully positioned itself as a key player in the highly competitive coffee industry.

One of the standout elements of Costa Coffee’s marketing strategy is its use of social media platforms like TikTok and Twitter. By leveraging these platforms, Costa Coffee has been able to reach specific subcultures, increase brand visibility, and drive customer engagement. In fact, their TikTok advertising campaign resulted in a remarkable 159% increase in followers, showcasing the effectiveness of their approach. The cost per thousand impressions (CPM) for this campaign was only £1.39, providing excellent value for their investment.

In addition to their social media efforts, Costa Coffee has also implemented a loyalty program that has proven to be successful in driving customer loyalty and increasing customer spending. Remarkably, 82% of loyalty program members remain loyal to Costa Coffee, demonstrating the effectiveness of their program in fostering long-term relationships with their customers. Registered customers within the loyalty program spend 2.7 times more than non-registered customers, highlighting the impact of personalized rewards and incentives.

Costa Coffee’s digital transformation initiatives extend beyond their loyalty program. Their official app, which engages 78% of loyalty program members, provides a seamless user experience, personalized recommendations, and exclusive offers. By leveraging tools like UXCam, Costa Coffee continually analyzes user behavior to optimize their app and enhance overall customer satisfaction.

Costa Coffee has also made significant strides in their promotional activities. Their Twitter campaign generated over 10,000 user-generated tweets, increasing brand awareness, reach, and positive sentiment among followers. These campaigns have successfully showcased Costa Coffee’s menu offerings, events, and experiences, further strengthening their connection with their target audience.

Key Takeaways:

  • Costa Coffee’s marketing strategy includes leveraging social media platforms like TikTok and Twitter to reach specific subcultures and increase brand visibility.
  • Their TikTok campaign led to a remarkable 159% increase in followers at a cost per thousand impressions (CPM) of £1.39.
  • The loyalty program has been crucial in driving customer loyalty and increasing customer spending.
  • Registered customers within the loyalty program spend 2.7 times more than non-registered customers.
  • Costa Coffee’s digital transformation initiatives, particularly their app, have resulted in high engagement rates among loyalty program members.

Costa Coffee Promotes Menu Offering on TikTok

Costa Coffee, known for its innovative marketing strategies, has recently partnered with TikTok sensation Fin Draper to promote their festive drinks menu. With an impressive 9 million followers on TikTok, Fin Draper’s collaboration with Costa Coffee has resulted in a significant boost in brand visibility and engagement.

Their campaign, called the Festive Remix, aimed to leverage the popularity of festive music to create a sense of togetherness during the holiday season. Costa Coffee’s menu offerings were showcased through tailored ads targeting specific subcultures, setting them apart from competitors in the digital landscape.

One of the highlights of the Festive Remix campaign is the TikTok first hero video shot by Fin Draper and Tom Knibbs. This captivating video will be featured on Costa Coffee’s various social media channels, including TikTok, Instagram Reels, Snapchat, and Facebook, ensuring maximum reach and engagement.

The hero film for The Festive Remix campaign is set to run from November 3rd, coinciding with the launch of Costa Coffee’s festive drinks range. This strategic timing ensures that customers will be enticed to try the new menu offerings during the most festive time of the year.

Despite the challenging economic climate, Costa Coffee has managed to report a remarkable sales growth of 28% year-on-year. Their commitment to innovation, brand visibility, and engaging marketing campaigns has been key to their success.

Impressions New TikTok Followers Cost per Thousand Impressions (CPM)
42 million 159% increase £1.39

Costa Coffee’s Digital Transformation and Loyalty Program

As part of Costa Coffee’s commitment to digital transformation and enhancing customer experience, the company has implemented a robust loyalty program through its official app. This program has been instrumental in driving customer engagement and loyalty, while also providing a personalized experience for each customer.

Costa Coffee’s loyalty program is designed to reward and incentivize its customers. Registered members of the Costa Coffee Club gain access to exclusive rewards, such as discounts on their favorite beverages, special promotions, and personalized recommendations based on their preferences. This not only encourages customer spending but also strengthens their emotional connection to the brand.

The loyalty program has not only impacted customer engagement but has also allowed Costa Coffee to gather valuable customer data and insights. By analyzing this data, Costa Coffee can tailor its offerings to meet the specific needs and preferences of its customers. This level of personalization enhances the overall customer experience and fosters a deeper sense of loyalty.

Costa Coffee’s technological partner, Comarch, plays a crucial role in the success of the loyalty program. Comarch provides Costa Coffee with three core solutions: Loyalty Management, Campaign Management, and Business Intelligence. This partnership has enabled Costa Coffee to effectively redesign its marketing strategy and implement initiatives like Costa mobile ordering, further enhancing the customer experience.

Looking towards the future, Costa Coffee has ambitious plans to continue leveraging technology to provide even more personalized offers to its customers. By implementing artificial intelligence and machine learning mechanisms, Costa Coffee aims to deliver highly targeted and relevant promotions based on each customer’s preferences and behavior.

The success of Costa Coffee’s loyalty program can be seen in the numbers. With over 6 million active program members and 1.5 million app downloads since the re-launch of the Coffee Club app, the program has proven to be highly popular among customers. Furthermore, during a three-day birthday promotion, over 650,000 new user registrations, 912,000 digital vouchers used, and a significant increase in app downloads were observed, making it the most downloaded app on the Apple App Store and Google Play.

By embracing digital transformation and prioritizing customer engagement through their loyalty program, Costa Coffee continues to innovate and provide an exceptional coffee experience to its loyal customer base.

Costa Coffee’s Brand Positioning and Product Quality

Costa Coffee has successfully positioned itself as a premium brand in the highly competitive coffee industry. With a focus on delivering high-quality products at affordable prices, they have captured the attention of coffee enthusiasts globally.

One of the key aspects of Costa Coffee’s brand positioning is its commitment to product quality. They offer a wide range of coffee options, catering to different tastes and preferences. Whether it’s a classic cappuccino, a rich espresso, or a refreshing iced coffee, Costa Coffee ensures that every cup is crafted with precision and care.

Moreover, Costa Coffee pays equal attention to the quality of its snacks, pastries, and sandwiches. They understand that a great coffee experience goes beyond just the beverage, and they strive to provide their customers with a complete and satisfying meal. From freshly baked pastries to flavorful sandwiches, Costa Coffee’s food offerings complement their high-quality coffee, enhancing the overall customer experience.

In addition to product quality, Costa Coffee has also developed a distinct visual identity that sets them apart. Their branding conveys warmth, friendliness, and sophistication, creating a welcoming ambiance in their coffee shops. From the interior decor to the packaging design, every element reflects Costa Coffee’s commitment to creating a memorable and enjoyable atmosphere for their customers.

Costa Coffee’s strong brand positioning and emphasis on product quality have garnered a loyal customer base. Customers trust the brand for its consistently great coffee and excellent customer service. This reputation for high standards and attention to detail has helped Costa Coffee build long-lasting relationships with its customers.

Coffee Shops Costa Express Self-Service Units Presence in Nations
Over 3,000 4,200 29

Costa Coffee’s Promotional Activities

Costa Coffee, a renowned coffeehouse chain, utilizes various promotional activities to connect with its target audience and enhance brand visibility. The company understands the importance of utilizing diverse marketing strategies to engage customers and build brand loyalty.

One of the key promotional strategies adopted by Costa Coffee is social media marketing. The brand leverages popular platforms like Twitter, YouTube, and Facebook to engage with its followers and create a strong online presence. By sharing engaging content, behind-the-scenes glimpses, and interactive campaigns, Costa Coffee keeps its audience interested and involved.

In addition to social media marketing, Costa Coffee also emphasizes the power of word-of-mouth advertising. The company places great importance on delivering exceptional service and high-quality beverages to its customers. This commitment to excellence encourages satisfied customers to spread positive reviews and recommendations, acting as brand advocates and contributing to the overall success of the business.

Direct marketing is another integral part of Costa Coffee’s promotional activities. The company employs strategies like targeted email campaigns and personalized offers to engage potential customers on a more individual level. By tailoring their messaging and incentives to specific customer segments, Costa Coffee effectively drives interest and encourages action.

Furthermore, Costa Coffee understands the importance of creating events and experiences that leave a lasting impression. The brand organizes various coffee tastings, workshops, and interactive sessions to allow customers to immerse themselves in the world of coffee and create memorable brand experiences. These events not only educate and entertain, but also strengthen the bond between Costa Coffee and its loyal customer base.

Overall, Costa Coffee’s strategic focus on social media marketing, word-of-mouth advertising, direct marketing, and events and experiences enables the brand to engage with its target audience effectively and maintain a strong presence in the competitive coffee industry.

Costa Coffee’s Social Media Campaigns

Costa Coffee has effectively utilized social media platforms like Twitter and YouTube to launch successful marketing campaigns, enhancing brand visibility and engagement. On Twitter, Costa Coffee’s official account actively engages with its audience by sharing customer-centric content. The brand encourages followers to share their favorite Costa Coffee moments using a branded hashtag, resulting in the creation of user-generated content and increased brand visibility across social media platforms. This strategy has not only boosted customer engagement but also generated a positive sentiment towards Costa Coffee.

On YouTube, Costa Coffee regularly posts videos featuring new product ads and brand promotions. These videos are strategically crafted to showcase the brand’s seasonal beverage offerings and generate excitement among customers. By leveraging the popularity of YouTube as a visual platform, Costa Coffee effectively reaches a wide audience while effectively conveying its brand message and enticing viewers to try their latest offerings.

The use of social media platforms like Twitter and YouTube has enabled Costa Coffee to establish a strong online presence, fostering a sense of community among its followers and encouraging active participation. Through their social media campaigns, Costa Coffee has successfully increased brand awareness, engagement, and positive sentiment among its audience.

Benefits of Costa Coffee’s Social Media Campaigns:

  • Enhanced brand visibility and recognition
  • Increased customer engagement and interaction
  • Positive sentiment and brand advocacy among followers
  • Opportunity for user-generated content and customer testimonials
  • Effective platform for promoting new product offerings and seasonal campaigns
  • Improved reach to a diverse audience across different social media platforms

Costa Coffee’s Market Expansion in China

Despite facing challenges, Costa Coffee is determined to expand its presence in the Chinese market. Currently operating 344 stores in China, Costa Coffee opened 43 new stores during the last financial year, indicating its commitment to growth and market penetration. The rapid increase in the number of coffee shops in China, which doubled from 15,898 to 31,283 between 2007-2012, underscores the significant growth of the coffee consumption market in the country.

To achieve its ambitious goals, Costa Coffee aims to almost triple its business in China, reaching around 900 stores. This expansion aligns with the market opportunity presented by the projected 850 million middle-class consumers in China by 2030. To leverage local market knowledge, Costa Coffee has formed a joint venture with the “Yueda Group,” a Chinese firm based in Jiangsu Province.

Recognizing the importance of online visibility, Costa Coffee utilizes Baidu, a key platform for reaching Chinese consumers. It also capitalizes on the power of social media, connecting with customers and fostering loyalty through popular platforms like ‘Weibo’ and ‘WeChat.’ These digital strategies are crucial for effectively navigating the Chinese market.

The Importance of Brand Power Enhancement

A study on Costa Coffee’s brand power enhancement in China sheds light on the factors contributing to a decline in the number of stores. The study highlights the necessity for innovative taste designs and adjustments to localized taste habits as crucial elements for success. By focusing on adjusting the brand taste, localizing product design, and innovating based on hot topics in China, Costa Coffee can enhance its position in the competitive Chinese coffee market. This study not only benefits Costa Coffee but also provides valuable insights for other coffee shops in the industry.

As the market scale of coffee in China reached US $10 billion in 2019, with an average consumption of US $7 per person, Costa Coffee is strategically positioned to capture a significant share of the market. With 293 stores as of mid-2020, Costa Coffee aims to secure one-third of the coffee shop market share.

Impressively, Costa Coffee has achieved 25% of the total coffee market share in China in just 8 years, compared to Starbucks, which took 16 years to reach the same milestone. This success can be attributed to Costa Coffee’s adaptability to regional tastes and its commitment to providing a more traditional coffee experience, setting itself apart from competitors.

In its pursuit of growth, Costa Coffee launched instant coffee in China in March 2020, targeting tier 1 and 2 cities with an ‘omni-present’ strategy. Additionally, Costa Coffee collaborated with the Costa-Onecup partnership to produce customized coffee capsules with Costa’s formulation, aiming for wider distribution and accessibility.

Costa Coffee’s collaboration with local retailers, such as the Beijing Hualian Group, further enhances its market positioning and reach. Moreover, Costa Coffee offers a loyalty card program in China, similar to Starbucks, enabling customers to earn points for free drinks or goods, fostering customer loyalty and engagement.

Benefits of Costa Coffee’s Loyalty Program

Costa Coffee’s loyalty program, known as Coffee Club, offers customers a range of benefits that contribute to their overall customer experience and brand loyalty.

1. Higher Customer Retention

The loyalty program encourages customers to remain loyal to Costa Coffee by providing incentives and rewards for their continued patronage. With perks like exclusive discounts, personalized offers, and early access to new menu items, customers are more likely to choose Costa Coffee over competitors.

2. Increased Average Transaction Value

Through the Coffee Club, Costa Coffee incentivizes customers to spend more by offering points for every pound spent in-store or on the app. This not only increases customer spending, but it also elevates the overall transaction value, contributing to the company’s revenue growth.

3. Enhanced Customer Engagement

The loyalty program fosters active customer engagement by providing a seamless and convenient experience through the official Costa Coffee mobile app. Customers can collect and redeem loyalty points, pre-order their favorite drinks, and make payments with ease, enhancing their overall satisfaction and engagement with the brand.

4. Increase in Brand Advocacy

By offering exclusive rewards and benefits to loyal customers, Costa Coffee cultivates a sense of brand advocacy. Satisfied customers are more likely to recommend the brand to others, creating a positive word-of-mouth effect that can attract new customers and further strengthen the brand’s reputation.

Overall, Costa Coffee’s loyalty program plays a crucial role in driving customer loyalty, improving customer retention, increasing average transaction value, fostering customer engagement, and promoting brand advocacy. It serves as a powerful tool for enhancing the customer experience and ensuring continued success in the highly competitive coffee market.

Costa Coffee’s Data-driven Approach

Costa Coffee understands the importance of data in shaping their marketing strategy. By utilizing analytics tools like UXCam, the company gains valuable insights into user behavior and app performance. This data-driven approach allows Costa Coffee to make informed decisions that enhance the user experience, resulting in increased user registrations and overall customer satisfaction.

Costa Coffee leverages the power of analytics to analyze customer preferences, purchasing behaviors, and product performance. Through comprehensive data analysis, they identify trends and patterns in customer purchasing habits, enabling them to optimize inventory, reduce waste, and ultimately enhance customer satisfaction.

Sales data and customer feedback are carefully analyzed to ensure menu optimization. By leveraging insights gained from data analytics, Costa Coffee ensures that their menu remains dynamic and aligns with customer tastes. This data-driven approach allows them to continuously evolve their offerings to meet the ever-changing demands of their customers.

Costa Coffee also harnesses the power of data to drive operational efficiency. By analyzing supply chain data, they streamline logistics, reduce costs, and improve service delivery. Efficient routing for supply deliveries ensures timely and fresh product availability, enhancing their operational efficiency.

Furthermore, analytics plays a crucial role in optimizing staffing levels. By analyzing customer footfall and sales data, Costa Coffee can determine peak hours and allocate the right number of staff members to ensure excellent customer service and employee satisfaction.

Costa Coffee’s data-driven approach extends beyond their physical stores. With the implementation of a loyalty program and a branded mobile app, they collect and analyze data from loyalty program data, mobile app interactions, and point-of-sale systems. This data allows them to identify trends and patterns in customer behavior, tailor their marketing efforts, and provide personalized customer experiences.

The loyalty program, powered by data analytics, incentivizes repeat visits and purchases. Customers are rewarded with cashback awards, free coffees, discounts, and more, which not only boosts customer retention and revenue but also acts as a marketing tool for attracting new customers through word-of-mouth recommendations.

Benefits of Costa Coffee’s Data-driven Approach

Benefits Description
Increased customer retention By utilizing data analytics to understand customer preferences, Costa Coffee can tailor their offerings to meet their customers’ needs, leading to higher customer retention rates.
Enhanced operational efficiency Through the analysis of supply chain data and customer footfall, Costa Coffee can streamline their operations, reduce costs, and improve service delivery, resulting in enhanced operational efficiency.
Optimized inventory management By analyzing sales data and customer feedback, Costa Coffee can optimize their inventory, reducing waste and ensuring that their menu remains dynamic and aligned with customer tastes.
Improved customer satisfaction Understanding customer preferences through data analytics allows Costa Coffee to provide personalized customer experiences, improving overall customer satisfaction.
Boosted revenue Costa Coffee’s data-driven approach, including their loyalty program, encourages repeat visits and purchases, ultimately leading to increased revenue.

The data-driven approach employed by Costa Coffee has proven to be instrumental in their success. By leveraging data analytics, they gain valuable insights that inform their decision-making process, leading to increased customer satisfaction, improved operational efficiency, and overall business growth.


Costa Coffee’s marketing strategy has propelled the brand to success in a highly competitive coffee industry. By leveraging digital marketing platforms and implementing a customer loyalty program, Costa Coffee has effectively promoted its brand and engaged with customers. The brand’s focus on high-quality products, attractive physical environments, and strategic pricing has positioned them as a top contender in the market.

In addition to their marketing efforts, Costa Coffee has also made sustainability initiatives a priority, providing products suitable for various dietary restrictions. With over 4,000 stores and 10,000 Smart café machines worldwide, Costa Coffee has expanded its reach and established itself as an international brand.

While the brand has faced mixed reviews online, Costa Coffee’s commitment to customer satisfaction remains a core part of their strategy. As they continue to adapt and innovate, Costa Coffee stays ahead of the competition by partnering with digital ordering platforms and expanding into new markets. The success of their loyalty program and the positive impact of their promotional activities further emphasize their dedication to customer loyalty and retention.

Overall, Costa Coffee’s marketing strategy, rooted in digital marketing, customer loyalty, brand positioning, and sustainability initiatives, has set them apart as a leading coffeehouse chain and is instrumental in their continued growth and success.


What marketing strategies has Costa Coffee implemented?

Costa Coffee has implemented various marketing strategies, including digital marketing, social media campaigns, customer loyalty programs, and brand positioning.

How has Costa Coffee promoted its menu offerings on TikTok?

Costa Coffee partnered with AnalogFolk and created tailored ads targeting specific subcultures on TikTok, resulting in over 42 million impressions and a 159% increase in TikTok followers.

What is Costa Coffee’s digital transformation strategy?

Costa Coffee has implemented a loyalty program through their official app, offering exclusive rewards and personalized recommendations to registered customers. They also utilize tools like UXCam to enhance the app experience.

How does Costa Coffee position its brand and products?

Costa Coffee positions itself as a premium brand that delivers high-quality products at affordable prices. They focus on coffee and also prioritize the quality of their snacks, pastries, and sandwiches.

How does Costa Coffee engage with its target audience?

Costa Coffee engages with its target audience through social media marketing, exceptional service, word-of-mouth marketing, targeted email campaigns, personalized offers, and hosting events and experiences like coffee tastings and workshops.

What social media campaigns has Costa Coffee launched?

Costa Coffee has launched successful social media campaigns on platforms like Twitter and YouTube, encouraging followers to share their favorite Costa Coffee moments and promoting new seasonal beverages through videos.

What challenges has Costa Coffee faced in the Chinese market?

Costa Coffee has faced a decline in the number of stores in the Chinese market. A study suggests that the lack of innovative taste designs and adjustments to localized taste habits contributed to this decline.

What are the benefits of Costa Coffee’s loyalty program?

Costa Coffee’s loyalty program has benefits such as higher customer retention, increased average transaction value, enhanced customer engagement, and an increase in brand advocacy among loyalty program members.

How does Costa Coffee utilize a data-driven approach in its marketing strategy?

Costa Coffee utilizes analytics tools like UXCam to analyze user behavior and app performance, gaining valuable insights into user interactions and pain points. This data helps them enhance the user experience and optimize marketing efforts.

What is the overall success of Costa Coffee’s marketing strategy?

Costa Coffee’s marketing strategy has been successful in promoting their brand, engaging with customers, driving customer loyalty, and staying ahead of the competition through digital marketing, customer loyalty programs, brand positioning, and sustainability initiatives.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.