How Starbucks is Bringing Social Back
With 483 million daily active Facebook users on average and more than 425 million monthly active users using Facebook on their mobile products in December 2011, companies have been eagerly developing personal relationships with their customers on the site, among other networks for a few years.
However, it seems that this isn’t enough.
Yesterday, Starbucks UK launched their personalisation campaign, where the Baristas have become almost Americanised. For those used to buying coffee while across the pond, the staff making your coffee have been asking for your name to write on the cup for years. Being greeted with a smile and left with “Have a nice day!” has been synonymous with the false gratitude that some cultures love, while imposing a feeling of fabricated optimism on others.
“Have you noticed how everything seems a little impersonal nowadays?” The Starbucks website asks. “We’ve all become user names, reference numbers and IP addresses. From now on, we won’t refer to you as a ‘latte’ or a ‘mocha’, but instead as your folks intended: by your name.”
This will either lead to an increase in favourable opinion and positive chatter on the social networks about the coffee brand, or resentment to any sort of change to the Barista-Customer relationship.
Even in the Puregenie Digital Recruitment offices, the conversation is polar. Some say that they don’t want to hand over a name, even when offered a free coffee (as per yesterday’s gimmick), one staff member insisted she’d rather pay elsewhere for her drink! Personally, I’m all in favour of a little social interaction where I’m spending money. This is especially important where it’s an unnecessary luxury that I can get elsewhere.
According to MSN Money News, “It wants to boost that to 1,000 in the next few years. A big change, considering the company had a net loss of 65 U.K. stores in its 2010 fiscal year and a net gain of just 6 in 2011. In addition, it’s spending nearly $13 million to overhaul its London cafes and make them more, well, British.”
The most important outcome of the Starbucks campaign is that it gets people talking about the brand. Positive or negative, it sets them apart from the competition. If they can make this part of their image in Britain, they can put more of a stamp on your day.
What do you think about giving your name when you get coffee? Is it a big deal or would you like a friendlier relationship with people you interact with, including shop staff? Tag us in your Tweets @puregenie, come to our Facebook page or add a comment below.
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I like this idea, I think they should go one step further and also write on there who made it e.g. Steph made this for Mark, enjoy!’
Great idea Alexa. What about stickers with the name and a picture of each Barista to make it more fun and save pens? Though is that too much information to have with your coffee?
I’d like a personal doodle
You say…Being greeted with a smile and left with “Have a nice day!” has been synonymous with the false gratitude that some cultures love, while imposing a feeling of fabricated optimism on others.
This may be hard for you to believe but most people Over the Pond are happy and do want you to have a nice day! I’m British so I can see how this would be hard for you to get your head around. Negativity seems to be the norm here and really it’s just depressing and I would much rather be Over the Pond…California to be exact.
Although the article argues on both sides, as a fair essay should; I agree with you and enjoyed the more social process of my morning coffee. If enough people use the positive script, it may be as infectious as a smile.
Thanks for your comment, this is becoming more of an interesting social study than originally planned.
Okay just been in for my Starbuck fix, and they asked me my name – no problem – and then a minute later I heard my name called out so knew my coffee was ready – simple but effective process! I asked the barrista how the new concept was being received and he said 90% of customers liked it, but being in a high density tourist area he was struggling with the spelling of all the foreign names!