The Brilliance of Starbucks
I’m sitting in a Starbucks right now, and it has been packed all day. Why? Because the company is giving everyone who voted a free coffee today. All you have to do is say you voted and boom – you get a free cup.
Two interesting observations:
-
No one has just a coffee. It looks like nearly everyone (including me) is picking up some sort of pastry to go with the coffee.
-
People are talking and hanging out, both about the election and other stuff.
The second point is key because it falls in line with Howard Schultz’s vision for Starbucks. Here is a Business Week article on what Starbucks is all about. It’s not just coffee – Starbucks is trying to be the hub of your community. The place where you gather, hang out, snack, discuss, etc. Capitalism in a community-building move.
Why does Starbucks succeed where companies like Dunkin Donuts or McDonald’s fail? It’s because of this emphasis on messaging to the community that it’s a participant. Go vote! Come see the local art! If you’re a local group, ask us for donations! If you’re a cop, come hang out! (Maybe that’s just at this Starbucks.) Schultz’s vision of anchoring the neighborhood is definitely true here.
By the way, you did vote, right?