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Starbucks on first name terms

It is interesting that the initiative has been positioned across the UK, France and Germany with an emphasis on ‘getting to know you’ – not necessarily an obvious cultural fit in Europe. The famous British reserve has already prompted some commentators to bemoan the perceived over-familiarity of baristas asking for a name. And requesting a customer’s first name may ruffle feathers in France, where Monsieur and Madame are still liberally peppered through conversation, and the formal ‘vous’ remains alive and well. Giving too much weight to these individual cultural considerations is perhaps denying the power of the Starbucks brand, however. After all, by entering Starbucks, ordering a latte (not a coffee) and accompanying it with a donut, rather than an apple strudel, an Eccles cake or a Palmier, are we not actively aligning with a culture that owes more to its American roots than its location on British, French or German soil? By positioning the initiative in a way that references its trademark casual American friendliness, Starbucks is staying entirely true to its brand.

Thu, 15 Mar 2012

4:36 pm