Bryant Simon, speaking at the Taste co
nference, shares some interesting insights about his studies on how Starbucks influences customers.
There are also observations about Starbucks business branding and psychological triggers.
nference, shares some interesting insights about his studies on how Starbucks influences customers.There are also observations about Starbucks business branding and psychological triggers.
View video below
Some Key Points
He says 44 million people per week go to Starbucks. Many are repeat customers. He points out that the coffee is not cheap. They charge premium prices. Why are people prepared to pay the high price for coffee, when they complain about prices for gas.
He says 44 million people per week go to Starbucks. Many are repeat customers. He points out that the coffee is not cheap. They charge premium prices. Why are people prepared to pay the high price for coffee, when they complain about prices for gas.
He presents three main categories of influence.
Functional
He says Starbucks is the most highly caffeinated coffee on the market.
He says Starbucks is the most highly caffeinated coffee on the market.
Emotional
- You feel better about yourself. You reward yourself for a tough day or a job well done. He calls it "self gifting".
- Starbucks offers a sense of belonging e.g. even the language of Starbucks needs to be mastered. Once you master the language you belong.
- Need for predicability e.g. the person who visits a McDonalds when they travel overseas.
Expressive Branding
He says that consumption is a form of performance. As you sit in Starbucks you are part of the Starbucks performance. You are saying, "I can afford this."
He says that consumption is a form of performance. As you sit in Starbucks you are part of the Starbucks performance. You are saying, "I can afford this."
One interesting point is he says we like to trade up. Middle class used to be about proving your thrift. Now it's about showing you can afford luxury, and presenting yourself as a member of the international culture.
Or is it just about having a cup of coffee?
- Take a look at the video. What do you think?
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