The purpose of this study is to identify the key success factors of Blue Bottle, a leading brand in the global specialty coffee industry. To achieve these objectives, this study adopts a case study methodology and draws on multiple data sources, including secondary data, in-store observations, and interviews with employees. 7P marketing mix framework is utilized as the analytical lens to systematically categorize and evaluate the brand's success factors. The findings demonstrate that Blue Bottle Coffee employs premium pricing, minimalist store design, transparent service processes, and highly trained service personnel to enhance customer immersion and brand authenticity. Moreover, physical evidence and service process transparency reinforce trust and emotional engagement, thereby strengthening brand loyalty. This study contributes to the service marketing literature by demonstrating how firms can strategically reframe operational inefficiencies as sources of experiential value. The findings provide managerial implications for service firms seeking differentiation through premium positioning and experiential branding strategies.
Jung-Rae Kim (Thu,) studied this question.