• Video Completion Rate
KPI: ≥70%
Rationale: Strong brand recall supports high completion for short-form F&B content.

• Out-of-Home Reach
KPI: ≥4–5M (3 weeks)
Rationale: Targets daily commuters via MTR (~5M trips) and bus shelters.

• In-store Visibility
KPI: ≥80% Exposure
Rationale: Queue-based ordering ensures high menu board/POS exposure.

• Sampling / Trial Exposure
KPI: 1,000–1,500/day
Rationale: Sampling lowers risk for new functional beverage categories.

• Social Engagement Rate
KPI: ≥2% per post
Rationale: Starbucks outperforms typical F&B engagement benchmarks (0.7-1.2%).

• App Content Click Rate
KPI: ≥5% CTR
Rationale: App users are high-intent customers interested in health/convenience.

• Campaign Interaction Rate
KPI: ≥12–15%
Rationale: Interactive QR scans attract attention during store waiting times.

• Product Page Views
KPI: +30% vs baseline
Rationale: Rising curiosity beyond traditional coffee items.

• Product Understanding Score
KPI: ≥70% Correct
Rationale: Functional drinks require clear understanding to reduce decision anxiety.

• Staff Communication Effectiveness
KPI: ≥4/5 Rating
Rationale: Critical for customers unfamiliar with protein or health supplements.

• Use of Visual Aid
KPI: ≥60% Reference
Rationale: Menu icons/cards reduce language barriers and improve confidence.

• Preference vs Competitors
KPI: ≥50% Preference
Rationale: Trust in Starbucks' hygiene and consistency over CVS alternatives.

• Intent-to-Purchase Rate
KPI: ≥35% (Target Segment)
Rationale: Signals successful positioning beyond 'just coffee'.

• Trial Purchase Rate
KPI: ≥25% of Target
Rationale: Reasonable benchmark for new drink categories in established brands.

• Average Transaction Value
KPI: +8–12% Uplift
Rationale: Functional drinks increase ticket size without extending stay time.

• Repeat Purchase Rate
KPI: ≥20–25% (30 days)
Rationale: Indicates habit formation for functional drinks in daily routines.

• Net Promoter Score (NPS)
KPI: ≥40
Rationale: Maintain premium perception above the QSR average (~26).

• UGC Sharing
KPI: ≥10% of participants
Rationale: Health challenges and visual drinks are highly Instagrammable.

• Rewards Usage
KPI: +15% on New Products
Rationale: Loyalty integration reinforces repeat behavior and data capture.