It is indeed difficult for management and corporate leaders of every size restaurant to make sure that their message filters down from the corporate boardroom and the marketing departments that drive stocks and same store sales through the roof.
On a smaller scale it is often the case that the dining room staff has little knowledge of what the kitchen staff is planning or executing. So I am aware of the difficulty in communicating with everyone in your organization. Yet, I was a little surprised on Monday when I heard that Starbucks was offering a new promotion: If you buy a drink in the morning, save our receipt, and return after 2:00 the same day you could get a Grande sized drink for only $2.00.
That sounded pretty good, especially since it was a nationally broadcast ad. Yet, when I went into a San Francisco Starbucks later that day the Barista had no idea of what I was speaking. Nor did anyone else in the store.
I must admit that I was a bit excited to see that even the brew master giant, Starbucks could fail at communicating the message. I also realized that the ad did little for those who drank ice tea, ice coffee or other chilled drinks that cost less than two-bucks. The point that Starbucks is pulling out all the stops to increase sales and raise their floundering stock price is obvious in the amount of changes they are making.
Yet, the promotions may not be the jumpstart that the company needs. By stepping on the toes of the giant, by bringing in a breakfast sandwich to compete with Ron’s, they upset a corporation and began to invade a culture that many feel is almost sacrosanct. On top of this, when the giant began to fight back – with coffee ads and buck a glass iced tea, Starbucks began to hurt a little more.
Now that the giant isn’t as sleepy as he was at summer’s beginning, the people in
It may be time for Starbucks to realize one thing- they grew, and grew and grew and are now in a league that is very difficult to play in.
We can all take a lesson from that. Often, its better to stay little, carve out a market niche, and be thankful for the daily bread, and chicken, and vegetables and …