Starbucks is celebrating 20 years of having a New York presence this week, so Adweek caught up with the brand's CMO, Sharon Rothstein, to discuss marketing while she was in town.
Her Seattle-based brand is unveiling new coffee and food menu items, while also highlighting its emerging emphasis on creating store designs that fit the locale. We put Rothstein on the spot by asking her three questions via Instagram's 15-second videos, touching on topics such as Starbuck's aims in social and mobile marketing.
1. What is Starbucks' No. 1 goal in mobile—a big focus for your brand in 2014?
2. Are you seeing success with Starbucks' tweet-a-coffee initiative on Twitter?
3. How important is store design to your brand?