Comments on: Why Starbucks’ Alcohol Cafe Experiment Won’t Work http://brandthony.com/2009/07/why-starbucks-alcohol-cafe-experiment-is-foolish/ Blogging A Branded World Wed, 14 Jul 2010 22:48:34 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: David Teicher (@Aerocles) http://brandthony.com/2009/07/why-starbucks-alcohol-cafe-experiment-is-foolish/comment-page-1/#comment-4 David Teicher (@Aerocles) Tue, 21 Jul 2009 17:34:41 +0000 http://brandthony.com/?p=4#comment-4 I actually covered this as soon as the news broke last week and I have to say I Really agree with your assessment. I think they're key mistake, and what will lead to the downfall of this 'de-branding' is that it's targeting the wrong issue, namely, design & atmosphere, rather than value & recession oriented spending. The starbucks brand is one of luxury and expense - Until they do something to negate that image, no amount of alcohol, music, or coffee, is going to drive people through their doors. - David (Aerocles) I actually covered this as soon as the news broke last week and I have to say I Really agree with your assessment. I think they’re key mistake, and what will lead to the downfall of this ‘de-branding’ is that it’s targeting the wrong issue, namely, design & atmosphere, rather than value & recession oriented spending. The starbucks brand is one of luxury and expense – Until they do something to negate that image, no amount of alcohol, music, or coffee, is going to drive people through their doors.

- David (Aerocles)

]]> By: Anthony Perez http://brandthony.com/2009/07/why-starbucks-alcohol-cafe-experiment-is-foolish/comment-page-1/#comment-3 Anthony Perez Tue, 21 Jul 2009 17:21:45 +0000 http://brandthony.com/?p=4#comment-3 I certainly can see how it would be an interesting idea, but I'm not sure if it's the most viable business opportunity. The only markets in which Inspired by Starbucks cafes are large cities who are known for their nightlife options. Now, Starbucks definitely has the brand power to possibly pull it off, but I don't know if it'd turn into the place into a top of mind option for happy hour. By the way, does serving alcohol hurt their brand? I'm torn on that one. I don't think it does. What do you guys think? I certainly can see how it would be an interesting idea, but I’m not sure if it’s the most viable business opportunity. The only markets in which Inspired by Starbucks cafes are large cities who are known for their nightlife options. Now, Starbucks definitely has the brand power to possibly pull it off, but I don’t know if it’d turn into the place into a top of mind option for happy hour. By the way, does serving alcohol hurt their brand? I’m torn on that one. I don’t think it does. What do you guys think?

]]> By: Amadeo Plaza http://brandthony.com/2009/07/why-starbucks-alcohol-cafe-experiment-is-foolish/comment-page-1/#comment-2 Amadeo Plaza Tue, 21 Jul 2009 13:24:47 +0000 http://brandthony.com/?p=4#comment-2 I agree with you on the point that this might not be the best time to gauge the success of an experimental business. But I have to disagree with you that it isn't a good idea, despite the morning ritual that Starbucks is typically associated with. I agree hat they probably make the majority of their money during the morning rush, but there are still a large amount of people who visit Starbucks throughout the day just to chill out and work. How many times have you gone into a Starbucks to work only to find that all the seats are taken? It happens to me all of the time. People will still drink coffee and will go wherever their favorite java is to get it, regardless of how the economy is faring. It's like having internet access at home. At this point, most people feel it's just a necessity of life and have been so accustomed to having it that they're not going to easily cut it out, even if their wallets are crying for help. That said, I think with the proper level of sincere community involvement, and enough things to truly differentiate itself from the general store, I could see the idea taking off. I'd go. I agree with you on the point that this might not be the best time to gauge the success of an experimental business. But I have to disagree with you that it isn’t a good idea, despite the morning ritual that Starbucks is typically associated with. I agree hat they probably make the majority of their money during the morning rush, but there are still a large amount of people who visit Starbucks throughout the day just to chill out and work. How many times have you gone into a Starbucks to work only to find that all the seats are taken? It happens to me all of the time.

People will still drink coffee and will go wherever their favorite java is to get it, regardless of how the economy is faring. It’s like having internet access at home. At this point, most people feel it’s just a necessity of life and have been so accustomed to having it that they’re not going to easily cut it out, even if their wallets are crying for help. That said, I think with the proper level of sincere community involvement, and enough things to truly differentiate itself from the general store, I could see the idea taking off. I’d go.

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