The Largest Rollout in Starbucks History, or the Economically-Oblivious Coffee Company
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Yesterday marked the largest rollout in Starbucks history. The three-year project is complete and ready for the public. What was implemented? Not a price reduction.
Starbucks is redoing its food menu in an effort to offer “real” food (i.e. no artificial flavors, dyes and trans-fats). The bakery case is getting a 90% overhaul.
What brought on this sudden rollout? Mayhaps it’s the fact that McDonald’s has been promoting its McCafe like crazy. Perhaps it’s the chain’s 8% sales and 77% earnings drop since last quarter. Either way, I think Starbucks is taking the right steps in the wrong direction.
I am speaking as a consumer and a Starbucks’ fan. My qualm with Starbucks is not the lack of “healthy food options” — it’s the lack of money in my pocket after one visit to the place. Damn, people, give your consumers a break! I realize that the government is not calling our economic times a crisis, but I’m sure that there are more individuals than not who are feeling crisis-like symptoms. No one’s asking for a handout, but a hand would work. Why do you think McDonald’s is doing so well? Value. It keeps its prices down. Even now, when all food chains are struggling, McDonald’s is gaining in sales.
In an ironic turn of event, McDonald’s rolled out a “premium” offering of their own. Sticking with their strengths, they’ve rolled out a Premium burger. Though currently available in select markets as a promotional item, the burgers will eventually be offered nationally in three varieties: Deluxe (topped with mayonnaise, yellow mustard, a slice of tomato, lettuce, red onion rings, sliced dill pickles and American cheese slices); Bacon & Cheese (topped with ketchup, yellow mustard, red onion rings, sliced dill pickles, three bacon slices and American cheese slices); and Mushroom & Swiss (topped with mayonnaise, sautéed mushrooms and Swiss cheese slices). McDonald’s is keeping the National launch under wraps, yet somehow publicized their “test” launch on the same day Starbuck’s attempts to re-invent itself. I smell a mole in the coffee.
I really hope that Starbucks succeeds with all this effort because I would hate to lose my Tall Mocha Frappuccino’s in a Grande cup, extra ice, and no whip.
Rena Prizant is a Copywriter, Ad Creative and mammal in the Chicago area, professionally word playing since 2002. Rena writes smart, engaging, dynamic copy for a broad range of mediums and industries; and loves helping start-up’s get their branding feet. Visit www.RenaPrizant.com or Twitter WriteLeft.
