If a successful PR campaign is measured by media exposure, Starbucks, the coffee chain many love to hate, is getting an A+ on it's
"we're shutting down all 7100 company- owned Starbucks Tuesday night to retrain our 135,000 baristas."
Everyone is talking about the shutdown. That is exactly what Starbucks wanted -- a big bold idea that would quickly, swiftly, and unconditionally communicate that Starbucks is serious about cleaning up its act.
It kind of has to. Business is not so good at Starbucks. The stock has tanked and it has new, cheaper competition --- McDonald's and Dunkin' Donuts now serve "premium coffees" at a lower price.
While Starbucks may be glowing in the success of the media coverage, the campaign will only be a success if on Wednesday morning more people line up for a Starbucks coffee.
Yes, closing every single store for three hours signals to consumers that Starbucks recognizes their is a chink in its chain.Yes, American consumers appreciate companies that say, "Mea Culpa," And,yes,American consumers definitely like companies that do better job of showing customers their business is appreciated.
But are snooty baristas and less than perfect lattees the reason that Starbuck's stock has sunk? Brandweek Magazine thinks it's more than that. From the Starbucks Gossip Blog
"Starbucks could easily become a hallmark of this decade, and that, when the next one hits, will look as dated as the grunge look does today," says its writer. "That's because Starbucks is more than a chain, it's a fashion statement. Just look at the Hollywood stars toting their Frappuccinos around in US Weekly's candid photo pages like they were this year's trucker cap. But fashions have a way of changing. That's why the coffee industry may soon have to wake up to the fact that for many young people, coffee's just not cool."
Meanwhile, throughout the country, Starbucks competitors are also seeing a PR opportunity --they're offering consumers a free cup of coffee.
Coffee Klatch Roasting in California.
Dunkin' Donuts in Chicago will be handing out free lattes
McDonalds giving away free medium iced coffee in Houston
Know a coffee shop that is declaring Tuesday February 26,2008 Free Coffee Day? Please Share.
Image Credit: Flickr member Sanyuktaa
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