Starbucks on first name terms

Starbucks hopes to personalise the service offered at its coffee shops by calling all customers by their first name.

https://www.youtube.com/watch?v=Vtr0c6oVvSM

From Wednesday, (14 March) instead of writing the name of the drink ordered on the side of cups, Starbucks baristas will now write the customer’s name.

All Starbucks staff will also wear name badges in a bid to give a more friendly face to the in-store experience.

A TV ad, launching on Tuesday (13 March) laments how impersonal things have become and outlines Starbucks’ desire to change that. Print ads will also run in national broadsheets and freesheets as part of what Starbucks claims is its biggest ever advertising investment. Starbucks has also launched an email marketing campaign to its My Rewards members that says the first name initiative is “part of our promise to make your coffee experience as perfect as it can be.”

The coffee chain will also give away free lattes on Wednesday morning until midday, to encourage customers to come in and introduce themselves by name.

The ad voiceover says: “Have you noticed how everything seems a little impersonal nowadays? We’ve all become user names, reference numbers and IP addresses. That’s why at Starbucks we’ve decided to do things differently. From now on we won’t refer to you as a latte or a mocha, but as your folks intended – by your name. It’s only a little thing. We’re Starbucks. Nice to meet you.”

It is available to preview now on Starbucks website.

Using customer’s names is a strategy currently employed by a number of smaller coffee and drinks chains and independents.

Ian Cranna, vice president of marketing and category for UK and Ireland: “Starbucks customers already expect the coffee to be the best, and they told us that the emotional connection they feel in every store is what sets us apart. This campaign highlights the culture in all our stores, and the strong desire customers have to feel like an individual when so much of the world feels impersonal. We already know our customers, but now it is time to put a name a face.”

The coffee chain recently relaunched its latte to include an extra espresso shot to appeal to UK tastes.

Recommended

Brands must behave like online friends

Webops Temp

Mark Ritson reports that Facebook vice-president of global marketing solutions Carolyn Everson wants social media users to “think of brands as people” (MW 8 March). Although this idea may stretch the imagination at first, it is not beyond belief. We want to spend time with our human friends because they add to our social experience, […]

Secret Marketer

The Secret Marketer worries about brand loyalty

David Coveney

It was a week of highs and lows in my marketing team this week. We started by welcoming three new starters – plenty of bright eyes and wild enthusiasm. We asked two of them to lock themselves in a room to write an insightful summary of our competitors’ recent annual results, while we got the […]

Gerard Tempest

Q&A: Premier Inn’s Gerard Tempest

Branwell Johnson

Premier Inn sales and marketing director Gerard Tempest explains the timing of a shift in marketing focus, why Lenny Henry is a good brand ambassador and where opportunities lie for the Whitbread-owned budget hotel brand.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now