With a 90% overhaul of its food menu that includes a switch to items such as organic fruits and gluten-free cakes, omnipresent chain Starbucks is aiming to trim our fat and offer a wholesome complement to its $10 lattes.
To lure its customers to pay as much attention to its bakery as its baristas or their laptops, the brand has chosen the print route to promote the makeover in an ad from BBDO, New York. But does this health-conscious reinvention, which was a company “top priority”, make Starbucks more attractive or even less appealing?
In a recession, people just want their caffeine and a little tummy-filler so does Starbucks’ quality alone merit your money over McDonald’s or Dunkin’? Or could you care less about name recognition altogether and just settle for a $1 bagel and the the diesel fuel they call coffee at the deli down the street?
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