Tom H. C. Anderson - More Than Market Research

I’m a coffee drinker, and think Starbucks has some of the best retail coffee available in America. I’m also grateful to them for trying to bring the European coffee shop experience to us (albeit Americanized quite a bit). Starbucks has both a good brand name and a quality product, so I’ve been happy to give Starbucks gift cards to Anderson Analytics clients during the past few holidays.

However, I sometimes get irritated having to stand in a long line while all kinds of wild drinks get created such as a “Skinny Cinnamon Dolce Latte - with non fat milk and sugar free syrup”, or “White Chocolate Mocha Frappuchino Light Blended Coffee”. 

This irritation is compounded because when it’s finally my turn I ask for my medium or large “black” coffee, I then have to listen as they correct and educate me using the Starbucks vocabulary. I’m in marketing and so I understand the branding effort, but come on already. Anyway, enough has been written on the “Tall vs. “Venti” vs. “Grande” thing, in fact there are a couple videos on it at youtube, so I’ll leave this alone.

Instead, I’ll make a suggestion to Starbucks Marketing people ~ how about a separate “BLACK” line. This would be like a VIP line, perhaps even a separate loyalty program/card level. OK, before you think I’m crazy, because I do know the vast majority of Americans do take sugar and/or cream/milk in their coffee, let me explain myself. The fact is that most Europeans started switching towards black coffee two generations ago. I’m a second generation black drinker myself. Why not bring this trend over to the US as well?

Benefits to Starbucks Customers: 
            -Healthier to drink without Sugar & Cream
            -Faster Lines
            -Will be able to taste quality of coffee

Benefits to Starbucks:

            -Less condiment costs (less $ spent on sugar, cream, stir sticks, etc.)

            -Less staff needed to mix crazy drinks

            -Look like a company concerned about customers’ health/weight

            -Increase product switching barriers (without cream and sugar the quality of Starbucks

             coffee compared to lower quality coffee such as Dunkin Donuts [Robusta bean]

             coffee will be much more apparent)

            -Increase frequency of use (black drinkers drink more coffee and drink it more

             frequently, even later in the day/evening)

The loyalty program angle may be worthwhile, because this will be the best way to quickly educate consumers on the difference. They will want to aspire to be in the fast line, and to be like savvy modern day Europeans who drink their coffee dark. Obviously not looking for mass conversions here, just looking after what could be a very profitable segment (80/20 rule).

Why not give it a try? Starbucks, feel free to contact Anderson Analytics if you would like to try with a concept test.