The other day I ran into Starbucks for a quick exchange with a vendor I work with. In the middle of conversation I noticed a sign at the checkout counter Our Promise. I had to take a peek… “Your drink should be perfect, every time. If not, let us know and we’ll make it right.”
Impressed but not surprised, I read it again.
I walked out of the infamous shop, no coffee in hand, and thought yeah, I knew that. Well, maybe I did not know their official, written promise but it affirmed my Starbucks’ belief system.
Starbucks is consistent and comfortable. When you are out of town and see its familiar face, it is incredibly refreshing. Having your drink in hand will put you in a great mood - guaranteed. You know what to order and if it is not right (whether your fault or theirs), they will make it right.
Interestingly, it has been months since I have snagged a latte at Starbucks in Colorado Springs. It is not because I dislike the giant of all coffee companies… actually, I am a fan of their brand and of the road they have paved for other like-companies, big or small, to have a market to serve. I truly appreciate forerunners.
Over the last few years of living downtown I have grown in love with the not-so-chic, local coffee house. Their espresso is amazing! They have a drink unique to their one and only store, they know my name, and my specialized latte. My Mom even pops in without me and requests “Carly’s drink” and the barista gets to work. What a personalized promise!
Would I feel comfortable there requesting a new drink if mine wasn’t made right? Doubt it. I fear losing my 'favorite customer' status. Mom-and-Pops might turn snarky out of pride for their brew. It is super personal. And, they might not have the luxury of promising a new drink if the milk percentage wasn’t right. There is something quirky and attractive about the underdogs who brew some mean lattes.
The beauty of choice.
For me, when choosing from the four Starbucks on the same street and the Mom-and-Pop on the corner, the little green logo loses its edge... although, I truly appreciate the Starbucks' Promise because I know they keep it and that is important.
Having and knowing your brand promise is so necessary no matter the market …whether it is blatant and public or simply practiced.
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1 comment:
Snarky employees at independent coffee shops add to my delight.
It's just part of a quirky vibe that makes each shop unique.
And, probably because that's in comparision to my expectation that everything/everyone will be perfect at the larger chain.
Snarky peeps at a large chain definitely do not add to my delight.
Do you think it's a double standard?
P.S. We should get a game of Animal going sometime with Margaret and Leif in the Big C-O... I'd fly out just for the fun!
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