Starbucks Success Secrets (part 2)
The idea to write on them the names of people who ordered a drink and pronounce them loudly throughout the room turned out to be simple and ingenious. Such personalization, personal appeal to each of the visitors is very captivating and causes a special sympathy for the brand. This idea was the one that sets Starbucks apart from all the other coffee houses.
Barista must communicate openly and kindly with all visitors. This is almost officially recorded as his main job duty. If the barista is the coolest specialist, but by nature is not sociable, he will not be hired by Starbucks.
When new bulky coffee machines were bought in coffee houses in the 2000s, and they began to cover the barista from visitors, it was immediately decided to redevelop the bar so that the employee and clients had open eye contact. Otherwise, this fencing was contrary to Starbucks main idea – “communication and communication again!”.
Starbucks Success Secrets
At every Starbucks coffee shop, doors and windows always face east or south. If the front side of the room faces north, Starbucks never rents it, even if it is in the best location in the city. This is another fundamental principle of the institution, from which they never recede.
“This requirement for the premises is based on the fact that visitors are much more pleasant to be in a well-lit place with penetrating daylight, but at the same time the light should not blind in the eyes,” say the managers of the company.
Starbucks, although it seems like a company that does everything not for profit, but for the comfort of people, some advertising tricks and competitive advantages are still being developed. And I must say, very successfully. For example, the use of corrugated cardboard rings for paper cups, so that it is not hot hands. These rings are free, but if you pay a little extra, you can get a polyurethane product with a beautiful Starbucks logo. The idea of the second type of rings is both in the possibility of obtaining additional profit, and in the fact that the client can carry such a ring with him and use it for subsequent purchases of coffee.
Thermo glasses, sold on the caffeine network for a long time, are also a certain marketing move. In the future, the client will use them for other drinks in his daily life. At the same time, the Starbucks logo will always flaunt on a glass, providing the brand with additional advertising.
It is also carefully thought out. Entering the coffee house, you will hear pleasant unobtrusive music. At that moment, this same song will play in all the coffee houses of the network. You can even buy a CD with music playing in Starbucks and listen to it at home already. This is such a kind of music network, covering absolutely all Starbucks establishments around the world. Visitors like this, and those who do not yet know about this fact, are imbued with even greater sympathy for the brand.
For example, you sit in New York for a cup of coffee and listen to a song, and your friend from Seattle at the same time also has a rest at the local Starbucks restaurant, and the same music is played there as yours – isn’t it touching?
Starbucks Success Secrets
The very first Starbucks establishment, opened back in 1971 in Seattle, has still retained its original appearance. Repair works are sometimes carried out there, however, the interior and decoration are not affected. It is the same as it was in 1971. Many call it the “Starbucks Museum”, although there are no museum exhibits there.
$ 1 rental
Many Starbucks coffeehouse landlords receive exactly $ 1 per year for their services, while all parties are satisfied. Everyone has long understood: Starbucks will always have visitors, which means profits. Even open in the most disadvantageous place Starbucks will not remain empty – people will definitely come for coffee and comfortable communication.