Launched in 2013, Starbucks Signature Aisle is a national retailer program that supports grocers in the coffee category.

Based on retailer data and insights, Starbucks pitched the Signature Aisle concept to Safeway, aiming to move shoppers from the perimeter to the center-store. The displays, featuring prominent branding and premium hardware, led to a double-digit sales lift in the coffee category and solidified Starbucks as the leader.

Now rolled out nationally across major retailers, Signature Aisle themes change seasonally, showcasing LTO products and messaging. The program uses modular displays, custom photography, and adaptable creative to suit each retailer, offering more space for storytelling and visually appealing designs. Each seasonal update includes a unique theme with compelling headlines and imagery to engage shoppers.