Please don't take my mocha light frapp away
Yesterday was a monumental day in caffeine addict history. Every Starbucks in the nation (yes, all of them) closed for exactly three hours. Three whole caffeine free hours. Why? Well, if you've been in tune with the news lately I'm sure you've seen the memo: Starbucks isn't doing so hot. Sales are down, and the store closing was an effort to re-educate employees on the the ins and outs of being a superstar barista. Too bad that even after the crash course in barista superstardom, the company also plans to layoff 600 employees nationwide.
Is this really happening? Are we really hating on Starbucks? In a nutshell, yes. Don't get me wrong, I'm just as caffeine addicted as the rest of America. But the Starbucks "experience" does leave something to be desired. The long lines, the high prices, the confusion of the menu and the 30 different ways to order a drink can leave a person exhausted before they even get to work.
Remember Austin Powers 2? Even Dr. Evil's people knew that investing in Starbucks would yield big profits. This is one of the most recognizable brands in the world, an undoubtedly one of the biggest examples of what good PR can accomplish. But now with strong competition from Dunkin Donuts and McDonald's, Starbucks better find some extra hot espresso to scorch the competitors. A world without Mocha Light Frapps isn't one that I desire to live in.
Is this really happening? Are we really hating on Starbucks? In a nutshell, yes. Don't get me wrong, I'm just as caffeine addicted as the rest of America. But the Starbucks "experience" does leave something to be desired. The long lines, the high prices, the confusion of the menu and the 30 different ways to order a drink can leave a person exhausted before they even get to work.
Remember Austin Powers 2? Even Dr. Evil's people knew that investing in Starbucks would yield big profits. This is one of the most recognizable brands in the world, an undoubtedly one of the biggest examples of what good PR can accomplish. But now with strong competition from Dunkin Donuts and McDonald's, Starbucks better find some extra hot espresso to scorch the competitors. A world without Mocha Light Frapps isn't one that I desire to live in.
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© 2008 Capstrat
Talk about a recognizable brand: Today's New York Times has a photo of a Starbucks barista in the green apron and cap, in front of a store. There's no logo showing, except one measuring maybe two milimeters on the barista's cap. I held up the picture for my three-year-old and said, "Do you know where this is?"
She said, "Yes, that's Starbucks! They had the iced mitten cookies at Christmastime." (Then she added something about wanting one of those RIGHT NOW!!)
Whew. Ironically, we were sitting in Helios on Glenwood Ave. at the time. At least I knew my latte would be excellent there. :)
I've been curious to visit a Starbucks today to see what feels different, and then again in a few weeks to see if the re-training session had any long-term effects. In addition to the layoffs, the company is closing one hundred stores and putting the brakes on expansion plans. Should be interesting to watch.
- Lea
P.S.--Love the blog!
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