The Power of PR - Starbucks Goes at it Again

I've blogged in the past about how Starbucks has been so adept at using PR instead of advertising to keep its brand front-of-mind for most consumers, and now an much advertised three hour closure tonight represents one more successful attempt at using the news media as an advertising vehicle.

Howard Schultz had announced that the quality of the brews had to improve, and to do so, the "baristas" (Starbucks lingo for the folks that mind the coffee machines) have to go through a three hour training session. What is interesting is that the training session is supposed to take place at the same in each time zone; that is, every Starbucks location will close from 5:30 to 9:00 local time throughout the Nation. Other than generating some media buzz, it doesn't seem like this bizarre schedule has any other practical purpose. And it is also unclear what "improving quality" actually means let alone how it is measured.

Comments

[Suzanne Obermire]

Yep, I think that this tactic failed Starbucks. It left me wondering why the baristas needed extra training (why wasn't this done BEFORE they were allowed in front of customers?). And, in my area, competing coffee houses took advantage of the closure by offering special deals to entice coffee drinkers to their store.

So, all in all, probably a bad move for Starbucks.

[Suzanne Obermire]

Yep, I think that this tactic failed Starbucks. It left me wondering why the baristas needed extra training (why wasn't this done BEFORE they were allowed in front of customers?). And, in my area, competing coffee houses took advantage of the closure by offering special deals to entice coffee drinkers to their store.

So, all in all, probably a bad move for Starbucks.

[Anders]

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