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Monday, September 22, 2014

These Days I Spend As Much Time at Starbucks as I Do at Home

Right now Starbucks has a "Sweet Receipt" promotion that rewards customers who stop by in the morning and return after 2:00pm. Bring the morning's receipt, choose any of the pastries and pay $1.00 instead of $2.45-3.45.
The promotion has been on-going for several weeks. Starbucks has promotions through out the year. Usually they are advertised with inclusive dates. The baristas I've asked don't know how long the promotion will last. "Sweet Receipts" was on my receipt today, so that means it's still going on. The next time you stop for your morning beverage and breakfast, ask for the receipt and read on the bottom to see if the $1.00 offer is still in effect.
You can have any of the baked goods: the almond croissant blossom, muffins, coffee cakes, sliced loaf cakes, croissants and scones. My personal favorites are the pecan tart and the George Washington Apple pound cake. Ask for them heated, on a plate.

Specialty coffee stores vs. Starbucks
The explosion of specialty coffee shops like Intelligensia Coffee & Tea, Caffe Luxxe, Stumptown, Groundwork and Handsome Coffee to name a few shows that people care more about their coffee than they used to. As a matter of personal taste, I prefer Starbucks. That's as much for the coffee as for the culture of the stores that invite customers to spend as much time as they want.

On a press tour I attended Starbucks Coffee College in Seattle. The experience was similar to a wine tasting. We were shown how to "cup" coffee to taste if it was full-bodied. And, just like a wine tasting, there was a lot of sniffing, swirling and spitting into a bucket. We learned about the growing and harvesting process in a slide show. At the end, we were led into a cavernous room stacked high with heavy sacks of sun dried coffee beans. In the middle of the room there was a large barrel shaped roasting machine.
The room was scented with the thick aroma of warm coffee.You could taste the thickness of the coffee-secented air as it floated onto your lips.
Starbucks looks like a college study hall
Starbucks is the best place to write. The stores have air-conditioning and free WiFi. All the stores in our area have been recently built or remodeled using a clean, airy design of dark wood tones and large picture windows. In the Southern California area, I have visited probably two dozen stores in the past year. No two have the same design.
I'm amazed at Starbucks' business model. Stop by most Starbucks stores these days and they look like college study halls. Just about every seat is in use. Long tables, four-tops and easy chairs are taken by people reading, writing or talking for hours on end.

The easiest way to engage with Starbucks is to download the APP and put money into your account. Depending on how often you use your account, you will be offered rewards and benefits, which include free brewed coffee refills every day and a free beverage or food item after 12 purchases or stars.

I don't need the "Sweet Receipt" promotion to encourage me to stop by Starbucks, but it is definitely nice to have the pecan tart at the end of the day as a break from writing.

I'm glad this business model works for Starbucks.



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