Monday, January 5, 2015

Quit Saying Yeah but That Is Starbucks

How old is your Brand Acting?  Forty-four years ago that the first Starbucks opened in Seattle at the Pike Place market this year Starbucks will highlight food and beverage deliver, customer loyalty, and an expanding technology business model.  Today, as they race to the 50 year mark Starbucks continues to lead its sector and is an example for the entire restaurant industry that evolving with the consumer works.
Yes the company continues to evolve during the first 20+ years that current CEO Howard Schultz was leading the company Schultz refused to sell food.  Starbucks always sold non-food items that complemented and extended the Starbucks experience and brand yet Starbucks shied away from selling meals.    In fact with ease you can find article after article, and definitive statements from Schultz that Starbucks would never sell food.
Success does leave clues and Starbucks customers were evolving and Schultz listened then began selling food. Selling food did not go so well at the beginning it may have been because the effort appeared half-hearted.  That’s all changed.
During a recent presentation Foodservice Solutions® Grocerant Guru™ asked the audience “if your company was 44 years old, had 21,000+ units operating around the world in the current prolonged economic conundrum how would your sales be up or down?” The vast majority of the audience responded a resounding DOWN.
Well, we all know today that.  Starbucks, with 21,000+ units in the fourth quarter of this year marked its 6th consecutive year in which comparable sales rose more than 5 percent in the U.S. and more than 6 percent globally.  Have you evolved with your customers? How long has your restaurant been in open?
Evolving with consumers at times means expanding product offerings, brand positioning, and messaging.  Consumers are dynamic not static and your brand should be as well.  Is you brand Boxed In?  Can outside eyes help you drive top line sales and bottom line profit too?
The Ready-2-Eat and Heat-N-Eat fresh prepared food aka grocerant niche has no better example of success than Starbucks.  Starbucks ability to adapt and evolve with consumers and willingness to extend its brand and products within our current Omni-channel retail is an example for all.6
For international corporate presentations, educational forums, or keynotes contact: Steven Johnson at    His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all.

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