We are a list loving land. I have a friend who has list upon list and he checks them as much and as often as the normal cyberspacian clicks on email.
I am sure that Howard Schultz, of Starbucks, has lists. Especially since taking back the captain’s chair of the corporation. Schultz has probably been making lists for the past few years. I am sure that he woke up one day and realized lists in the top drawer didn’t help much if you couldn’t implement them. Viola! The king of marketing coffee came back.
And, his presence was noticed immediately. He quickly changed the graphics opting for a brown instead of the age old green on the cup. Adopting the brown colorization, I would imagine, was to once again align Starbucks as the best cup of coffee in
Schultz it was said got disturbed when he walked into his coffee caf? and the aroma of convection oven warmed egg sandwiches wafted through the space. He realized immediately that the chain may have lost focused.
I could never figure out the fast food misstep that Starbucks had taken when introducing breakfast sandwiches As soon as the first sausage and egg sandwich hit the morning bakery case MacDonald’s declared war on the breakfast sandwich day part intruder and began an advertising campaign that not only boasted better coffee, but did it for a buck.
Then the ice tea battle began as soon as the hot weather hit. Ice Tea for $1.00. A gigantic ice tea for a $1.00. Not shaken, or stirred, or sugared or flavored – in front of the customer at least and the war continues today.
Schultz, in an attempt to regain his market share and continue the trek to becoming the world’s largest and best coffee chain, is soon to stop the breakfast sandwiches, realizing that they were a losing proposition both from a financial standpoint and as, I am sure, a food cost disaster. Plus, the quality of a 12 hour egg sandwich, reheated, doesn’t compare to that of a cup of java that is no older than forty five minutes.
And for the last months, Schultz and his marketing conceptual team seemed to be putting his caf? corporation back on track. They had mastered customer service, they increased standards and raised the bar on cleanliness, and their product was above average. They regained their focus as a corporation.
Then suddenly, bananas. Just last week I walked into my local Starbucks and realized that once again everything had changed. The aprons were a lighter green, the lines were longer and the place smelled of bananas. Schultz had once again added a breakfast option – this time a smoothie. A little lost focused? Of course. Now the CEO has decided to go after the juice bar segment of the market.
Has he not yet learned that his original concept, coffee, a few designer drinks a little Italian in the caf? and suddenly you have it. Once you change the way you look at the world of coffee you lose your edge.
It may be time for Schulz to look for that original list he made when he began his trek to the top. I am sure somewhere on the list is become the top coffee shop in
And suddenly, the whole world goes bananas.