Having seemingly lost its way as consumers tighten their discretionary spending at last Starbucks is back and returning to their premium (coffee) experience roots via the Inspired by Starbucks brand of stores.
For years the key characteristics of:
a) great tasting coffee, and b) a truly unique and engaging experience, have been hindered by the push behind stretching the brand into for example, cold ice filled flavoured drinks - coupled with the sense that the role of the Barista was being diminished .
To make matters worse brands such as Dunkin Donuts and McDonalds (McCafe) have successfully infiltrated Starbucks territory and spent significantly to communicate their offerings. NB in Europe McCafe’s are also nicely decked out in comfy leather seats, wooden tables, and art alongside an offering of muffins, cookies etc.
The Ugly (Truth)
Contrary to the experts at Coffee Review, my current tally is a stirring 20:1 visits in favour of McCafe vs Starbucks. Yes, I freely admit to preferring a McCafe ‘Medium’ Cappuccino vs the ‘Tall’ Starbucks equivalent.
The winning Formula
Lower McCafe price (by 50c or so) + incentive (discount coupons on ‘Medium’ size) = Starbucks disloyalty.
But with hope of the “inspired by Starbucks” franchise on the horizon, perhaps there is a way for Starbucks to win back my business.
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