I saw an advertisement in my latest Real Simple magazine for Starbucks. Lately, they’ve been spending a LOT of money in their marketing department, trying to stop the trend of bad sales. [Like here, and here.] They are even going as far to create non-branded locations like this one. Anyways, the ad basically said that there was only one place to get
Starbucks-quality coffee, and that was at Starbucks. The first thing that popped into my head was that you can buy Starbucks coffee just about anywhere these days. And I’m not even talking about their locations that are across the street from another Starbucks. I mean going to a random hotel and seeing a sign in their restaurant saying “We proudly brew Starbucks coffee.” Or for that matter, going into Barnes & Noble and getting it from them. There are bags and bags of the stuff at the grocery store, and you can buy it and brew it at home.
And if their coffee is so good because of the name (which is what the advertisement is implying, since they haven’t patented the production of good coffee – and many argue it’s terrible coffee anyways), then why are they opening non-branded locations?
I know I’m over-thinking it. I think that instead of focusing on their coffee (which isn’t so great), they should focus on what makes Starbucks successful. The atmosphere of the cafes themselves! I mean, really, if Starbucks was a crummy hole in the wall place or fast food-y dive like a Dunkin’ Donuts, they wouldn’t have become so successful. I feel that Starbucks has become a great Third Place, and they will lose whatever they have gained if they stop looking at that. In hard economic times, people don’t want to feel good or justified about purchasing a $4 cup of coffee.