Lola's Advice to Starbucks

Several times a week, I am asked what I think will happen with the Starbucks brand and what adjustments could be made with their in-store consumer tactics.

Today I’m letting my alter ego come out to play - we’ll call her Lola – and I’ll let her rant a bit:

Lola:It breaks my heart when I see an organization actually bring an innovative brand to success with beautiful tactics and then elect to let them wither away. Starbucks has abandoned many of the tactics that built their unique experience and personal relationships with the consumer. It is so rare that an organization can successfully launch tactics that truly and consistently make a genuine connection with a consumer as well as Starbucks. To let these values & tactics go and revert back to simply providing services & the selling of goods seems almost criminal.

Lola’s top 4 simple suggestions to Starbucks (Keeping it to 4; don’t want to get her too spun up – it’s not pretty…)

1) Bring back the commitment to community

When Starbucks venues started popping up in Arizona, there was a brand commitment to not only be a part of, but BUILD a sense of community. There was propaganda everywhere about it, and it was bought into as people would politely debate which of “their (personal) Starbucks”, was actually the best. Messages were scripted on blackboards wishing the local high school team good luck or congratulating a city sports organization for their latest victory. In some, there were even pictures featuring a patron (updated weekly) with a few fun,personal facts about them. Now these have been replaced with generic ads just selling more Starbucks products.

2) Relay my name

Slightly reminiscent of the FISH play in Seattle, the relay interplay used to happen upon ordering a drink: “Four pump, triple Venti, Cinnamon Dolce latte for Dolores, Extra hot!” (Yup. That used to be Dolores’ drink when she was a patron of Starbucks – Lola doesn’t spend much time there anymore) This would then be called back by the Barista identically. Upon completion of the drink it would be repeated once more. All in a jovial, entertaining fashion. Not only is the Consumer sure the Team’s got their customized drink right (which is prepared wrong more frequently since they quit relaying) but the consumer hears the most beautiful sound 3 times during their ordering experience: Their name.

3) Get out from behind the counter

Ask if you can clear something for me, straighten the tableside newspapers, dust the retail shelves, pretend to perfect the arrangement of chairs, whatever…Just get out from behind that great divide known as 'the counter' that clearly defines the territory of the Consumer and the Team Member as much as you possibly can. Rid the Team’s temptation to talk about their 'stupid boyfriend' or most often, their 'stupid co-worker or manager' (their words, not mine) “amongst themselves” in the false sense of security of privacy behind the counter. Discreetly join the Consumer in their experience instead creating a separate one that continually competes for attention.

4) Transform your staff into product experts

Starbucks has built so many wonderful product options to appeal to a wide variety of tastes and preferences. Their advertising and packaging takes great care in emphasizing the attention to this detail and often, the complexity of flavor profiles. Too bad the Team often has no real knowledge about this and cannot guide the Consumer even up to the level of the label’s verbiage. Would you hire a Sommelier who couldn’t guide you through the difference between a Cabernet and a Chianti? How about a ladies’ shoes salesperson who couldn’t decipher a wedge from a pump? If high-quality, personalized coffee is their passion, then why aren’t their front line ambassadors passionate about their product? Why aren’t they tour guides? Why don’t they know the difference between the Ethiopian blend and the Sumatra?

Starbucks – Less ordering-taking and more engagement, entertainment and education is required to bring Lola back. -- Dolores McKay

Comments

[CJ]

Amen to Lola’s Starbucks rant. Of course, she riled up my alter-ego as well -

1. The trash cans there are almost always full. At the exits, and at the drive through.

2. I informed my Starbucks about graffiti at the drive through, but it was never cleaned.

3. You think Starbucks employees don’t know their coffee? What about the Fry’s grocery employees (wearing Starbucks uniforms)?

Looking forward to more puddin’

[JH]

Great job on the blog. I have family in Seattle and have heard many a Starbucks rant. You are certainly gifted at delivering your message. I look forward to subscribing.