Friday, August 18, 2006
Dear Starbucks,
I'm writing to let you know that every time I hear the announcement that I'm listening to Starbucks music and I should subscribe to satellite radio, it makes me far less inclined to come back to Starbucks, and take my business to other places whether coffee competitors, bagel-type stores, or whoever can manufacture the atmosphere I once enjoyed in your stores.
I began enjoying Starbucks stores when I lived in downtown Chicago, during the 4 years attaining my bachelor's degree. Becoming a Starbucks junky is easy in downtown Chicago, as the stores are open late if not 24/7, and there are always 7 within walking distance, from any point in the city.I don't go to Starbucks for the coffee - I don't like the flavor or aroma of coffee. I got to Starbucks primarily for the atmosphere.
The colors, the art, the furniture, the music.
All undoubtedly crafted by Starbucks' corporate and marketing gurus to addict even people like me who don't have an addiction to the Starbucks-branded acidic caffination. And it worked. I've been addicted. I know it is a marketing scheme, but it is one that has created an atmosphere where I can meet with friends and the students that I mentor, and is a great atmosphere for mini-dates with my wife; great for a break from the office, great for reading a book or studying.
I choose Starbucks because the atmosphere compensated for the presence of coffee, and lack of any good choice of teas. Starbucks has created a sense of elegence and class, even though underneath it's a fast-food chain for coffee and snacks. It felt good to be in Starbucks, it felt like I could lease an experience of class for just a few dollars and for putting up with a bland cup of tea. But the atmosphere was far worth it.
Then a year ago, maybe more, the music changed. I began to hear something like "This music has been brought to you by hear music, the music of Starbucks. Tune in to channel 53 on XM Sattelite radio for hear music," after every few songs.
I could
n't believe it when I first heard it, and it bothers me still. The pseudo class of Starbucks has dwindled into K-Mart's "Blue light special" being announced over the intercom, or the feeling of 25 pieces of "flair" advertising in Office Space.Prior to this change, different Starbucks had different music, which allowed for slightly different personalities in Starbucks, which I loved. Now, I feel like I'm in K-Mart or Wal-Mart, being told I'm listening to Starbucks music, and that I should subscribe to sattelite radio.
I didn't go to Starbucks for the coffee. I went primarily for the atmosphere. But that has gone, and been replaced with cheap marketing.
The atmostphere was all that got me in the door, and it was something Starbucks did extemely well. Now that atmosphere has been replaced, by a cheap sales pitch every few minutes over the intercom Starbucks co-opted from K-mart.
Hmmm ... they might just listen to you if then can get past all the under-handed jabs about crappy tea and marketing schemes.
;)
But that's exactly my point - I'm willing to give them my money for tea that I don't even like, because the atmosphere was so good.
I'm the audience of Starbucks that doesn't like their drinks very much, but I still fork over my money multiple times a week... and they're losing that audience.
Interesting take Jon. What you speak of is a point Daniel Pink makes in A Whole New Mind. Design is important! Good thoughts!
Though I haven't read Pink's book, I think you're onto something. They started selling the atmosphere, and the stigma of Starbucks as a priority - we used to go to retailers to buy what we wanted... they realized that people will buy the experience of being in that environment, regardless of whether we actually want the product.
Thanks for the link!