In a New York Times article today, Starbuck’s answer to McDonald’s McCafé $100 million dollar blitz is:
“If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect, you must not be in a Starbucks.”
In the article Terry Davenport, chief marketing officer at Starbucks, is quoted as saying..
“[Competition] is trying to just commoditize coffee and take it down to a level where all coffee’s the same, and if coffee’s coffee, you might as well buy the cheap stuff. … We just don’t believe that to be true. That’s why we wanted to tell our stories.”
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