So Misguided

When I want a Chai tea latte, I choose Starbucks. I typically make my overpriced purchase at the Starbucks on Cornwall St. in Vancouver. I don’t mind paying for a good coffee (when I need it) and 99% of the time I’m happy with my experience in the store and enjoying my beverage.

I also like reading the paper cup. “The Way I See It” is a series of quotes, one is printed on each cup.

Today’s was:
“People should get out of their comfort zones on a daily basis. Take up knitting and boxing. It will make you so much more interesting.”—Raymond Lawson, Starbucks customer

That’s great Raymond got a spot on the cup.

His quote is not great. It’s far below the typical quotes.

It was disappointing. I came up with this:

The Way I See It
There’s only so much time in the day for mediocrity. The coffee better be good.

Then I saw a call to action on the coffee sleeve. “After you read ‘The Way I See It,’ tell us how you see it.” http://www.starbucks.com/wayiseeit

Ok. It’s Saturday and I’m procrastinating. I visited the site to submit my entry.

It’s a sad, corporate site.

There’s a description of what “The Way I See It” is, an inspiration quote from Giuliani and then a link to frequently asked questions.

Where do I follow through on the call to action? Where do I tell Starbucks how I see it?

Oh, there it is, buried as a menu item. “Contributor’s Corner.”

Nope not there.

That made me grumpy so I thought “I’ll tell you how I see it!”

Here’s the comment form.

Oh, wait the comment form is how you submit your “The Way I See It”.

Sigh.

There’s only so much time in the day for mediocrity. At least the coffee was good.

Posted by Monique at 01:30 PM. Filed under: Marketing •

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The way I see it is…
Starbucks missed a big opportunity! Now bloggers are going to tell everyone how and why.

It’s not that different from the design your own t-shirt offer they had a couple weeks ago. The pages on the micro-site didn’t navigate properly unless it was during the time period when shirts were available (they were available 10 PT or while supplies lasted). There wasn’t a special message outside the window of time when you could order a t-shirt. It was so frustrating. I’d click on “design you own tee” or whatever the link said, and not get anywhere.

I wish I didn’t like their coffee so much.

Did you see the leaked memo from Howard Schultz the Chairman of Starbucks last month? Interesting reading:

“stores… no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store. Some people even call our stores sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee. In fact, I am not sure people today even know we are roasting coffee. You certainly can’t get the message from being in our stores. The merchandise, more art than science, is far removed from being the merchant that I believe we can be and certainly at a minimum should support the foundation of our coffee heritage. Some stores don’t have coffee grinders, French presses from Bodum, or even coffee filters.”

OK so I know this is about TEN YEARS too late, but at least they are aware of the problem! : )

The whole thing is available from the Starbucks Gossip Blog (which I discovered today looking for a link to this memo!):

http://starbucksgossip.typepad.com/_/2007/02/starbucks_chair_2.html

Hmnnnn. I know Starbucks does have the potential to serve up a good Chai latte but it’s still Starbucks…It doesn’t have the true political will to change much I don’t think…

The pages on the micro-site didn’t navigate properly unless it was during the time period when shirts were available .

I must say, I really liked the quote, and I think that many other people may see it in a different light than you might have. I’m going to take up knitting and boxing!

I appreciate the comment Alcander. And you’re right, you can read it in all sorts of lights. I do like getting out of my comfort zone but I don’t think I’ll knit or box, but yes, I know what you mean. Thanks for bringing your perspective to the conversation.

I must say, I really liked the quote, and i know Starbucks does have the potential to serve up a good Chai latte but it’s still Starbucks…. any way nice stuff on your page great article. i like it thanks for sharing.