Has your Starbucks experience been watered down? That's the question Chairman Howard Schultz is asking of top executives. In an interview on the Today Show, Schultz said he's worried the fast-growing chain may be commoditizing its brand and becoming more vulnerable to competition from other coffee shops and fast-food chains.
He’s concerned Starbucks is in danger of losing its soul, its uniqueness—its remarkability. Schultz says the romance and theater of coffee have disappeared from Starbucks stores because Baristas now use push-button machines to make espresso drinks. That stores no longer smell like coffee and that every store looks cookie-cutter. He is asking his executive team to get smarter about the business and to get more innovative to once again differentiate Starbucks.
What do you think? Has your Starbucks experience been watered down? John Moore, Brand Autopsy blog, spent 8 years as a marketer inside Starbucks, and he wants your feedback on what Starbucks needs to do to get back on track.
If you've been to Starbucks (is there anyone who hasn't?!), you’re more than qualified to respond to Moore's survey. Send him an email at brandautopsy@gmail.com with STARBUCKS in the subject line. Tell him what Starbucks must do to reclaim its uniqueness? To better connect with customers? To become the coffee company it once was?
Moore says: "My plan is to compile your answers into a free ebook. (Of course that’s contingent upon receiving good answers.) So in your responses … don’t ramble. Be brief. Be smart. Be fast. I’d like to have this ebook posted by the end of March."
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com
Saturday, March 10, 2007
Subscribe to:
Post Comments (Atom)
1 comment:
I live in the Pacific NW and have become a coffee snob. Starbucks has set the bar for an excellent and reproducible cup of java. However, they have gotten too big and too predictable (the latter is part of their appeal). While Howard Schultz may bemoan that fact, he has to take responsibility for it and has certainly profited by it's growth. It is tough to feel pity for Starbucks, as they are crying all the way to the bank.
They can use their size and clout in several positive ways. One is to improve the lot of the people who actually grow the coffee. I know Corporate is trying, but how about a little of Bill Gates' passion for the impoverished from Howard. At least do a better job of publicizing the positive endeavors Starbucks is doing for the farmer (not the middle man). In addition, Starbucks has an incredible knowledge of coffee and could share this in a new way with the consumer. Their highly trained, black aproned barista specialists could offer courses to the consumer in certain stores. I know they do this for their employees, how about a consumer oriented education course? It will "hook" even more folks into the store and their interest will mean more purchases of Starbucks coffee.
Thanks for this opportunity.
Steve Johnson
Mount Vernon, WA
Post a Comment