Students Help Caribou Coffee Brew Gen Z Insights
Wednesday, May 27, 2026
By Rose Semenov
What’s the buzz on Generation Z? That’s exactly what a team of Minnesota Carlson Master of Marketing (MMKTG) students investigated in a recent partnership with Caribou Coffee.
For their capstone project, the students took on Caribou as a client to examine ways the coffee powerhouse can connect more with Gen Z customers. To round out their research and competitive analysis, the team conducted a survey, a focus group and in-depth interviews to create a complete picture of the target market. Students said they relished the opportunity to tackle a real-world business challenge.
“The process really pushed me to think outside the box and more like a marketer with all the knowledge that we have, rather than just a student in a classroom,” said Tina You, ’26 MMKTG, a student who worked on the project.
Into the Grind
The capstone project, conducted in the spring semester, served as the final milestone of the nine-month MMKTG program, providing students the opportunity to apply their skills under the guidance of instructors.
“All these classes are very much in place to show you that there are a lot of different options of a career that you can go into under the umbrella of marketing, and it really gives you that opportunity to have a taste of all these different aspects and see what you really like,” said Keegan Clark, ’26 MMKTG, another student on the team.
Throughout the semester, the students checked in regularly with Caribou representatives, including Vice President of Brand and Marketing Kristen Goldberg, who says Caribou intends to incorporate the team’s findings into their strategy.
“The recommendations were thoughtful and backed by detailed research, especially around reaching Gen Z through platforms like YouTube and Instagram,” said Goldberg. “Much of what they shared validated what we discovered through other research and findings, and seeing that reinforced helped us feel even more confident as we refine our priorities and activation plans.”
The students also worked closely with Caribou Marketing Coordinator Annalee Friedman, ’24 BSB, who enjoyed the opportunity to reconnect with Carlson as a recent alum.
“It was a bit surreal to make the shift from being a student to working on the corporate side of a project like this,” said Friedman. “It really highlighted how much you’re expected to show up and think like a professional while a student, and was a great reminder of how much hands‑on experience Carlson provides.”
A Career Jolt
For the students, the impact of their work will resonate beyond Caribou and throughout their post-grad careers.
“The project made me realize how important it is to base everything on real consumer insights and not just data itself,” said You. “Overall, it helped me connect what we learned in class to the real world, and it will help me be more prepared as I go into a full-time role.”
Clark, who will be joining Ovative Group following graduation, said the project provided essential hands-on experience.
“We spent a lot of time cleaning up the data from the surveys and finding those recommendations that outline how they can improve their business operations,” said Clark. “That's almost directly what I'm going to be doing in my next job, so it's really been nice to be able to practice and touch up on my skills.”