Friday, January 30, 2009
Decaffeinated Afternoons at Starbucks
The day before last I walked down to Starbucks to get a half-caf coffee (trying to cut back on caffeine, at least a little). To my surprise, I was told they were no longer brewing decaf after 12p.m. Given that it was a new policy they offered to make a half-caf Americano for the same price which was a great overall experience for me anyways. (Side note: they will still brew decaf if there is normal demand or per the manager's discretion)
In line with that, Starbucks posted that day on their corporate blog about the change and solicited feedback from consumers. They promoted a very open discussion and used their actual business blog to facilitate the interaction between their brand and their customers. I think they have been great at trying to meet needs wherever they can (e.g. customer suggestion box) and despite their financial issues and store closings, will continue their consumer-centric brand marketing.