I did an interview in Starbucks this morning before work.
“Why Starbucks?” asked Janet when I arrived at work?
Her inferred point was right. I wouldn’t have dreamed of doing it at Costa or that blue place even though it’s a little closer to the tube.
So why Starbucks?
Of course there isn’t a single reason. They’re just ‘a little bit’ better in every aspect.
The chairs are a little more comfortable. The tables are a little further apart. The barristers are a little friendlier. Their sustainability initiatives are a little more interesting. Their loyalty cards are a little cooler. Their coffee is a little better. They are a little bit better at making a dry cappuccino. Their digital work is a little more engaging. And the whole experience just feels a little warmer.
Here’s to being that little bit better. It’s on the margins that brands win and lose.
I think it all depends on your local Starbucks. They've opened a new one where I live which is big and spacious, but I find many of them - especially in central London - are crowded and noisy. I'm much more of a Caffe Nero fan. Friendly baristas, comfy seats and much better soya milk hot chocolates! Plus the loyalty card offers me a free drink for every 9 I buy.
I'm not sure if this makes it a question of 'doing things a bit better' or of loyalty or target audiences...
You oughta try working there mate. Its hell. Starbucks are an abomination. Their commercial goals are just a little more aggressive. Their obnoxious brand and company ethos a little more prevalent. Their clientelle just a little more self-aggrandising and nauseating.
I read an email from the company CEO while i worked there telling us that Starbucks coffee is actually far nicer than authentic Italian coffee...
I think you'll find that Costa may beg to differ..........
www.costa.co.uk/.../taste_test.aspx
They have friendly lawyers too?
Wow!
Richard Mabbott
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Member since: 06 Sep 2008
Last login: 03 Nov 2009
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