Tuesday, July 29, 2008


Did I die at Starbucks and wake up in Aunt Gloria Jeans Tea Room? Selling frozen novelty yogurt drinks called Sorbetto at Starbucks is a clear signal the coffee purveyor's brand equity compass is way off track. This isn't even making Howrd Schultz look good if he's trying to stabilize the company for a sale. Selling non coffee drinks at Starbucks, especially frozen yogurt novelties is like Campbells Soup Company selling Chunky Soup as a stew in a can instead of "the soup you eat with a fork." That's how you biuld the equity of a soup company as a soup company. Starbucks. Desperate. The company hasn't even taken coffee 20% of where it can go, and they're already turning in non-coffee directions. And, not to be critical, but those Pepto-Bismol colored splats placed on Starbuck's store floors look like some sick kid yakked. Then people walk on it and it's even more revolting and unappetizing. Looks like some stores in-need-of-repair restrooms. Rating: Thumbs down. Coffee loyalists, Turn around and walk out. Newly [re] appointed marketing head Michelle Gass has her work cut out.

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