Sunday, November 07, 2010
Share a cup. Share a story.
I have read a book when I was 14, 'What They Don't Teach You at Harvard Business School'. I believe that Howard Schultz must have read this book too.
The success of Starbucks does not lay on the food (definitely not on its coffee) alone, but rather on the service. Starbucks is probably the only fast-food category restaurant that comes with good service. Eighty percent of customers are not foodies, but all of them are discerning consumers. Starbucks has very strong marketing strategy and impeccable customer service to all. They share with customers "what we want" instead of what the company "push you to have" like some other brands do.
A greeting card from Starbucks has being sent to me on my birthday's month, every year. I have no idea where did they obtain my address from, as I have never disclosed my mailing address to them. (A little surprise!) For hotels and restaurants, through membership, keep sending promotional materials to me, which is their main purpose of course. In contrast, Starbucks, never sent me any junk (promotional) mail. Just cards and gift vouchers. This is an impeccable marketing job.
I don't go to Starbucks for beverage and food, but comfort drink and soul food. Shared and connected, so to enjoy. That's a lifestyle.
Starbucks Coffee ***
39/1 Soi Langsuan
Lumpini, Bangkok 10330
.. and at major shopping centers
or around the corner of your house
Open daily : 10 am - 10 pm
Pay (a treat for two): around THB 350