#Brand Starbucks in action
Part of the Starbucks brand promise is giving great service and product, and to make customers’ lives just a little better through their interaction with the company. I recently started drinking my morning coffee in a Starbucks near my local metro station. The line is often out the door by 8 AM. I’ve wondered for weeks why people wait so long in line to place their order, then wait longer to get that cup of joe. As I write this post, I have just observed an interaction that demonstrates the brand’s promise in action. A young man and his girlfriend order. They wait patiently and her order is fulfilled. After several other customers get their fix, the young man politely asks if his whatever-over-complicated-fancy-sounding cup of something is in progress. The barista doesn’t miss a beat and gets on the case. Then it happens. She makes his drink and as she hands it over she does two simple but very effective things: first she takes responsibility with the words “since we forgot your order…” and then, she puts her money where her mouth is, hands him a little brown envelope, and says “…next time your drink is on us.” Bam! Brand promise delivered. He’ll be back and his day is a little better, just as Starbucks promised.