Hot Topics: Marketing Starbucks Amid the ‘Glory Age’ of Coffee and Changing Consumer Preferences

15 January 2019

By Jay Hodgkins


Nestlé Starbucks Coffee Director Mandy Lozano (MBA ’09) returned to the University of Virginia Darden School of Business recently as a guest lecturer in the School’s “Hot Topics in Marketing” course, and also found time to sit down with Darden Marketing Club President Mercedes Rodriguez (Class of 2019) to discuss how coffee product marketing is changing in a “glory age” of coffee that is also marked by rapid changes in consumer preferences.

Lozano shared how Starbucks has innovated in the space and kept pace with a growing consumer focus on sustainability.

“We were one of the first company’s to offer health care to baristas who worked just 20 hours per week, speaking out on LGBTQ issues, standing for what we do on sustainability — all those things, it was the way we decided to be a coffee company was one of the most powerful things.”

Watch the video above to see the full interview with Lozano.

About the University of Virginia Darden School of Business

The University of Virginia Darden School of Business delivers the world’s best business education experience to prepare entrepreneurial, global and responsible leaders through its MBA, Ph.D., MSBA and Executive Education programs. Darden’s top-ranked faculty is renowned for teaching excellence and advances practical business knowledge through research. Darden was established in 1955 at the University of Virginia, a top public university founded by Thomas Jefferson in 1819 in Charlottesville, Virginia.

 

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