Starbucks represents a " third place " after home and
workplace.
The starbucks shop become cafes where guests can quietly drinking
their coffee, espresso, macchiato, or Frapuccino in a warm and comfortable
atmosphere. After placing an order at the counter, customers can settle in the
café or also take away the order at home, at the office...
These customers can make a " coffee
break " at starbucks , they can relax, listen to music or surf the net
while disgusting many Starbucks products. The brand seeks to build customer
loyalty by offering more of its products, innovative products, Wifi internet access,
a loyalty card, a credit card, etc... The brand wants to show that the third
place as a friendly space where you feel like home.
Starbucks concept is innovative: create a
friendly atmosphere and make its premises a place where it is possible to move
for work, study, discuss, and of course eat. So in order to retain customers in
its cafes, Starbucks provides them a free Wi -Fi access.
In twenty years, the Starbucks coffee chain
has entered in the daily lives of many clients. Starbucks has also provided to
the consumers the culture of a good coffee and the taste of the espresso.
The pro-starbucks are in favour of novelty
and Americanization, they seek to resemble to the opinion leaders drinking the
same coffee in the same cup in the same place. Drink starbucks become chic and
trendy. The standardization of taste and places is reassuring, the customization
coffee is modern and friendly and taking a walk with his coffee in the street
becomes synonymous of social success (image of a busy person)
Article written by Alice Barrois
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