CRM

Putting the ‘Bar’ in Barista: Pricey Lattes, Capuccinos and Macchiatos … With a Beer Chaser?

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By Michael Lowenstein

With a serving concept originally generated about four years ago, and then intensively beta-tested, Starbucks has begun rolling out its new drink and munchies menu, serving beer, wine and its version of bar food to thousands of locations. The new wrinkle, called “Starbucks Evenings,” has been thoroughly designed and cascaded into key markets; and alcoholic beverages will be served only in locations where demand is expected to be—high.

Starbucks has reached 40, a mature middle age; and the chain has been actively seeking to rebuild and evolve its brand, and make its locations more a part of the neighborhood.

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Headshot of Michael Lowenstein

Michael Lowenstein

Michael Lowenstein, PhD, CMC, is thought leadership principal for Beyond Philosophy, a U.S.-based international customer management experience consultancy. He's an international conference keynoter and speaker, workshop facilitator and trainer, author and a contributor to two customer loyalty newsletters and portals. He has more than 30 years of management and consulting experience with expertise in customer and employee loyalty research, CEM, loyalty program and product/service development, customer win-back, service and channel quality, customer-driven corporate culture, human resource development, and strategic marketing and planning.

'Marketing Nuggets' will include observations regarding trends, and often study results, representing current, real-world issues of high importance to direct marketers. Those issues include omnichannel communication usage, mobile marketing, content, informal offline and online social communication, consumer behavior, message personalization, internal customer-centric processes and organization, strategic customer life cycle planning, proactive employee contribution, etc.

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