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.
Richard Mabbot
Group Head of Planning
Rob on June 24, 2009
Great post. I was nodding until you said the coffee was a little better. Granted, you’re in the UK, where coffee is not as much a part of the culture as here in the States. But my opinion–and from what I can tell the consensus among coffee drinkers–is that Starbucks coffee is bitter and overpriced. Even compared to other chains, it’s considered rather lousy.
However, this only strengthens the point you’re making above. They’ve managed to make everything else “a little better,” and the sum of the parts is something strong enough to overpower the negative effect of their mediocre core product. Not that I’d ever recommend ignoring product quality, but if the experience you create for customers (dare we call it a “brand”?) is well liked, you’ve given your products some critical air support.
For one taste test, see here: http://www.consumerreports.org/cro/food/beverages/coffee-tea/coffee-taste-test-3-07/overview/0307_coffee_ov_1.htm