A chain by any other name

While I respect the hell out of what Starbucks has accomplished (I truly and genuinely give 'em major props), it seems that I--and I alone--seem to be the coffee chain's only non-fan.

It's not that I have anything against Starbucks personally...well, I don't really like the coffee, or the prices. For some reason the coffee always tastes bitter (or burnt?). But it's really that I can just never, ever feel comfortable hanging out in a Starbucks. I understand it's become the "third place" to many but, for me, it feels like the "forced place." Why? Because it's not a cafe. Nope, just like McDonald's, Mangia or Taco Bell, it's a MEGA-chain. And if I'm going to a chain, I'm going in there to get out of there as quickly as possible.

But if I'm looking to enjoy some leisure time, I'm lucky to have many cafes around NYC that are not chains but independently owned where every table, chair and coffee pot are unique. And I'll never, ever understand this idea of "Let's meet for a coffee date at Starbucks." Please, let's not.

Nor will I ever comprehend how freelancers actually get any work done there. Sorry, I can't take client calls from a public place where coffee orders are echoing left and right, nor can I worry that my computer battery won't last until that crowd next to me stops hogging the electrical outlet.

So, unlike the masses, Starbucks just doesn't work for me and I find that I'll get a coffee from Starbucks only when there is no alternative in sight (instead of it being the only alternative). That said, I have no problem popping into Dunkin' Donuts for a cup--but again, I pop-in, not hang out, because DD feels like a chain that's happy to be a chain. It's not at all a place to hang out. But I will say that I do get confused now that Dunkin' Donuts and Baskin-Robbins have merged because there's all this ice-cream there now. (I just don't feel like ice cream with my coffee...but maybe I'm in the slim minority there, too?)

All that said and shared, there is a terrific series that is circulating on how Starbucks can do better by so many of its beloved fans, and that series is indeed worth checking out--and I sincerely hope that Starbucks is listening to these smart marketers working to save a brand they've loved for years.

Another thing worth checking out? The smart (!) tactic by Dunkin' Donuts. You see, Starbucks is closing down all its stores today (Tuesday, Feb. 26th) for 3 hours for employee training. And Dunkin' Donuts is seizing the opportunity. According to CNN: "'To ensure that no coffee lover is denied a delicious espresso-based beverage' - Dunkin' Donuts announced that it will offer small lattes, cappuccinos or espresso drinks for a promotional price of 99 cents on Tuesday from 1 p.m. to 10 p.m."

Should you find yourself in NYC,I believe there are something like 1,000+ Starbucks to choose from. And then there are these two gems that I highly recommend: Tea and Sympathy in Greenwich Village and Cafe LaLo on the Upper West Side. If you're coming in for Blogger Social, I think either would be wonderful for a meetup but--be forewarned!--there's usually a wait and I don't believe they take reservations.

PS: My BIGGEST advice to Starbucks? Incorporate 2 lines just like at a grocery story: one for those who are simply looking for a quick coffee to jump-start their day and another for those who looking for a $5 customized concoction, along with Mr. Right, to jump-start their love life.

Comments

[david reich]

You´re not the only non-fan. I think it´s grossly overpriced and the whole way they name their sizes is so pretentious.

[Mario Vellandi]

Starbucks has a tradition of only serving dark roasts, because it was the taste preference of its founder. Because I prefer mild roasts, I always have to add extra milk to help deaden that bitterness.

A coffee shop to hang in needs a comfy ambiance that celebrates imperfection and a sense of personality, even if it is a chain. Starbucks will not do that because such a practice would be considered operationally inefficient.

[Brian Kirk]

howard shultz & starbucks stock holder's are quickly beginning to understand what you are talking about. at the beginning of this year starbucks' stock price was half what it was a year ago. during that first week in january starbucks fired their CEO & brought back their founder - shutlz. since shutlz's return he's announced the closing (not openining) of 100 stores in the US, the $1 cup of coffee has been introduced in select stores in seattle, & in just the last two weeks t-mobile was kicked out & AT&T will be brought in & will result in 2-hours of free internet for consumers.

i can't stand what starbucks has turned into - yet i visit them regularly because i do think their coffee (i'm not talking lattes, mochas, frapablahblahs - i'm talking black coffee) is great & it's so convenient. i blogged about this very thing earlier this year at http://radarhill.blogspot.com/2008/01/it-is-about-time-starbucks.html.

[Cam Beck]

I can't imagine what it's like to go to a Starbucks in a population center like NYC (although I'll get a flavor of that next month). My experience here today was swift, friendly, and surprisingly personal.

[Shama Hyder]

Hi CK,

Starbucks isn't my favorite coffee either-but it's a convenient spot to meet with clients.

Here is an interesting story for you:

2 days ago Starbucks closed early (5:30) for service training....but they kicked all the customers out early without so much as a discount card for future coffee. When some people expressed concern that they weren't aware of the early closing-they merely pointed to a small flyer on the door...

Marketing Blooper!