Seemingly overnight, a new drive-thru named 7 Brew showed up next door to our local supermarket. A quick glance as I drove by suggested their slogan: “Come for the coffee, come again for the people” is on the mark, with more employees dancing around the drive-thru lanes than making drinks in the petite building itself. 7 Brew advertises an “experience” as much as it does a menu of coffee and energy drinks. It’s just the latest concept to steal market share from Starbucks.
Did you know today is “Red Cup Day” at Starbucks? Red Cup Day is the coffeemaker’s nod to the beginning of the holiday season. Buy a Starbucks “holiday” drink and you’ll also receive a festive reusable cup – more distinctive than the usual white ones. The red cups suggest Christmas comes early this year, and encourage the purchase of peppermint mochas, eggnnog lattes, and iced gingerbread chais. Somewhere in all that there might even be coffee.
I admit, the Starbucks Chestnut Praline Latte really is Christmas in a cup. The drink tastes of the same spices you’ll use with Grandma’s cookie recipes this season. And on a recent trip through Chicago O’Hare, my wife and I caved to a couple of Starbucks’ ever-popular Pumpkin Spice Lattes. But here’s my point. Starbucks is no longer my go-to for coffee drinks. It never was my go-to either, but there were plenty of morning commutes when I couldn’t pass up a Flat White and a couple of egg bites. Now I drive by without pause, the same way I’ve done so with McDonald’s for decades. It begs the question: has Starbucks become passé?
There are signs suggesting we’ve already put Starbucks in the rear-view mirror, even if 38,000 locations still dot the globe. Like 7 Brew, Starbucks has always tried to deliver an experience as much a drink. Come on in. Hang out for awhile. Even if you don’t, peruse all the “merch” while you’re standing in line. Chances are pretty good you’ll spend more on logo items and baked goods than coffee.
This year, Starbucks features a 20-oz. “Bearista” cup. It’s a refillable glass ontainer with a straw and it’s being marketed as a collectible. You’ll find these bears at your nearest Starbucks for $29.95. Or maybe you won’t, because they seem to be disappearing as fast as they’re put on the shelves. If you’re a little desperate, find one on eBay for $500 or more (coffee not included).
To me that’s a good way to describe Starbucks these days… a little desperate. They’re closing stores without drive-thru lanes, which suggests they’re trying to reduce the money they spend on leases. They’re laying off retail and non-retail employees, the typical corporate strategy to try to do more with less. And they’re coming up with bear-shaped cups the size of a Starbucks “Venti”, so you’ll purchase their largest coffee when you wouldn’t have done so with a regular cup.
If you think the “bearista” is cute – and would pay $29.95 for it – how about “Hello Kitty” products? Coming soon, you can buy a “plush” wearing a Starbucks green apron, and any one of five Hello Kitty containers, from water bottles to ceramic mugs. Each of these runs you $30 or more (again, without the coffee). Cats and coffee? It’s a desperate strange marketing strategy, perhaps aimed at a generation of consumer that seeks something more trendy than coffee in a red cup.
This year, the Pumpkin Spice Latte showed up on the Starbucks menu on August 26th; hardly what I’d call “fall”. Their Christmas-y drinks debut today, fully two weeks before Thanksgiving. That’s stretching the seasons a little. But let’s say I still splurge for a Grande Flat White, a couple of Egg Bites, and a slice of Iced Lemon Loaf. I’ll pay $20 before I even consider the purchase of a “bearista” or a kitty. It may be time to move on from the red cups. Maybe I’ll give 7 Brew a try instead. $7 gets you their smallest size… even pricier than Starbucks. No guarantee you’ll find any coffee in that cup either.
(Coming next week: more updates on the LEGO Trevi Fountain!)
Life In A Word 