Starbucks Doubleshot Strategy
I went into Starbucks today to nab an Iced Mocha to get my creative juices flowing. Upon paying, I was granted a receipt that announced my next iced grande beverage would be only $2. The catch is that it has to be:
• The same day at the same store
• It also has to be after 2pm
• Taxed aren’t included
Starbucks recently announced plans to close approximately 600 stores around the country. Two of those stores are near me in Atlanta, but I’ve yet to see them shut down. Starbucks’ new Doubleshot Strategy focuses on their two peak times, which are in the morning and late in the afternoon when people need that kick. I assume Starbucks is hoping to create morning and afternoon addicts.
It seems like a good strategy for doubling up business. However, I think it is only a quick fix like their Pike’s Peak promo fiasco. I think their idea closing locations to bring the exclusivity back to their brand is what will help drive the Starbucks brand back to investor delight.
$2 Off an Iced Beverage after 2PM
I got one of these too, but it was at OHare. I thought it was strange because what is the likelihood I will buy Starbucks before 9am and after 2pm at the same airport? The strategy seems to have too many restrictions to be effective.
@Heather I have a meeting later tonight at another Starbucks. I’m going to try to use it to see what happens.
@Heather The second location worked, but he looked at me funny so maybe it depends on the person.
It does seem a little counterintuitive doesn’t it? Close stores to be more exclusive and then use a discount coupon gimmick. At this point the Starbucks marketing plan seems undefined.
@Jay Yes, I think they’re going to the ole ‘Let’s throw it all up on a wall and see what sticks’ strategy!