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Is a shabby starbucks, a more interesting experience?

September 11, 2007

Great post by Meg Hourihan on her personal Starbucks experience.

“As I stood there in line, taking in the rug, gold gilt mirror, and plush armchairs in one corner, and the mid-range restaurant upholstered booth in the other, I realized what had made this Starbucks different: It had developed the worn familiarity of a local coffeehouse. The few armchairs were shabby, the tables were always haphazardly arranged. The counter was banged up and the doors were chipped wood in need of attention. It was great.

But now it’s got that circular Starbucks lighted sign in its window. They’ve redone the whole counter, changed where you pick up your drink, and installed a microwave so they can sell those wretched breakfast sandwiches. It’s now just another Manhattan Starbucks. Everything that gave it its own identity and authenticity is now gone, and I haven’t been back.

Ever since I’ve been thinking about if it’s even possible to have an authentic experience at a chain. In order for the chain to succeed, it needs consistency both in product and in branding. This one, until recently, offered the consistent chain product. But the branding, at least in terms of store interior, was missing. Now that it’s been restored, the spirit of the place is gone. I know consistency trumps authenticity when it comes to chains. It was foolish of me to develop feelings for that Starbucks because it seemed different than the others. Different can’t survive when global sameness is the goal.”

Lots of food for thought here that gives rise to the notion of “un-chaining”.

How can brands remove the shackles of globally ubiquity and modulate experiences to match the needs of specific local target segments?

Posted by Ed Cotton

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brands
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