Starbucks’ New Plan

Brand autopsy covers the Starbucks’ new plan, as disclosed at their 2008 shareholder meeting. Apart from trying to compete with McDonald’s, the company launched a platform that solicits ideas from customers. Yes, even you can go to MyStarbucksIdeas.com and submit your great idea.

Here is the problem though: a premium brand that asks for ideas inevitably almost exclusively gets the ideas of giving out  stuff for free. Free wifi, a punch-out coffee card to get a free coffee every 10 purchases, free cup of coffee when you buy a coffee beans, free drink on your birthday, and so on.

Acting out on these ideas is simple brand suicide. Just focus on quality and on ways to showcase quality.