Blank street is THAT girl…
Ladies, Blank Street is having a moment. From a classic hot coffee to their unique, delicious matcha flavors, this spot has become a staple. They’re turning heads with their fresh approach to coffee—bringing together high-quality brews, chic aesthetics, affordable prices, convenience, and a tech-savvy edge. Launched in 2020, they’ve taken off fast, and here’s what we’re noticing.
Branding & Their Audience:
Blank Street knows their crowd: urban, budget-conscious millennials and Gen Z who value quality but aren’t looking to overspend. Their branding is minimal and modern—think a clean, no-fuss vibe that’s effortlessly cool. They’re digital-first too, with an app for quick ordering and a map to the nearest cafe, which is perfect for women who are always on the move. Their presence on social media, especially TikTok, only amplifies their appeal to a younger, trend-conscious crowd.
Marketing & Location Strategy:
Blank Street’s marketing strategy centers around community and collaboration, leveraging influencers and local partnerships to maintain authenticity. A standout example is Melissa’s Wardrobe, who has openly shared her love for the brand on Instagram. Her engaged community rallies behind her with the #MMMDI (Mel Made Me Do It) hashtag, which recently led to her collaboration with Blank Street. Together, they launched a limited-edition matcha drink flavor and complementary products like candles—perfectly aligned with her brand. This partnership not only resonated with her audience but also allowed Blank Street to diversify its product offerings during this viral moment.
They’ve been expanding in major cities like New York, London, and Manchester, positioning their micro-cafes in busy, urban areas to ensure constant foot traffic. With over $105 million in venture funding, they’re clearly set to keep growing, so expect to see Blank Street popping up near you soon.
Customer Retention and Loyalty Strategy:
Blank Street’s Regulars Program is a loyalty program designed to reward frequent customers for their continued support. Members earn points with every purchase, which can be redeemed for free drinks and other perks. The program typically works through the Blank Street app, allowing users to track their points, discover exclusive offers, and enjoy personalized rewards. It’s part of Blank Street’s effort to build a strong sense of community and incentivise customer loyalty.
I don’t know about you, but I love a good points scheme!
What Small Businesses Can Learn from Blank Street
Blank Street has mastered some smart strategies for building a loyal customer base, and there’s plenty here that small businesses can apply. Here’s the breakdown—and simple ways you can put these ideas to work to attract and keep your customers coming back:
1. Clear Branding & Targeting:
• What They Do: Blank Street speaks directly to young, urban consumers who want quality and convenience at a fair price. Their brand is minimalist and tech-savvy, which suits this audience perfectly.
• How You Can Use It: Start by getting clear on your audience and building a brand that reflects what they care about. A strong, cohesive brand image is memorable and makes customers feel understood.
2. Digital Convenience:
• What They Do: Their app lets customers pre-order and find locations easily, perfect for busy women on the go.
• How You Can Use It: You don’t need an app to make ordering easy. Consider online ordering, quick checkout options, or delivery. Convenience is king, and making things simple encourages repeat visits.
3. Social Media Savvy:
• What They Do: They’ve created a presence on social media, especially TikTok, using influencers to reach younger audiences and keep the buzz going.
• How You Can Use It: Engage your audience where they already are. Collaborate with local influencers or loyal customers who align with your brand. It doesn’t have to be big or flashy—authenticity is what wins.
4. Loyalty & Rewards Programs:
• What They Do: Their Regulars points program rewards repeat customers with a free drink after 10 purchases, helping people feel appreciated and keeping them coming back.
• How You Can Use It: Create a simple loyalty program—maybe a punch card or a points system. It doesn’t have to be complicated. The goal is to make customers feel valued for their loyalty.
5. Location & Accessibility:
• What They Do: Blank Street places cafes in high-traffic areas to attract steady foot traffic.
• How You Can Use It: If you have a physical location, try to position it where your ideal customers are. If that’s not an option, focus on being accessible online with a user-friendly website or social media that’s easy to find and navigate.
Blank Street is proof that understanding your audience, staying innovative, and prioritizing community can lead to rapid growth and long-term loyalty. Whether you’re grabbing a quick coffee or learning from their playbook, there’s plenty to take away from this rising star in the coffee world.
