Why I think Starbucks just doesn’t get it
Starbucks has been getting a ton of press the last two days for its decision to close all its stores for three hours of barista training. Good for them.
I was more interested in their news from a couple of weeks ago, announcing that their 7,000 stores would offer up to two hours of free wi-fi access per customer per day. My opinion: It’s about time. But it doesn’t go far enough.
I typically avoided Starbucks because I just didn’t want to pay for wi-fi. That little thing just rubbed me the wrong way — so I would often drive past a Starbucks to find another place.
I’m blessed to live in a town with St. Louis Bread Co. (corporate parent Panera), which offers unlimited free wi-fi access. Their stores are neat and hip. Several near my house have been recently remodeled, making them warm and inviting — a place where people want to gather and hang out.
Bible study groups, teenagers reviewing for test, corporate meetings — I see them all when I visit a Bread Co. The Starbucks I’ve visited around here all have cold concrete floors, dark lighting and too-few chairs. Perhaps their strategy is to get’em in and get’em out.
But I’ve spent hours doing work at Bread Co. stores. They’ve gotten a morning cup of coffee, lunch and another cup in the afternoon out me — while welcoming me and allowing me to ride on their web access. I would love to know what Panera spends on its free wi-fi — but they must feel like they get their money’s worth out of it.
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Kurt's Tweets- Realizing how woefully out of touch I have been with this part of the county. (@ Saint Louis Bread Company) http://4sq.com/5z5Bfh
- Just had my first Gmail phone call -- with my parents -- and the quality was fantastic. Wow. http://tcrn.ch/a8GndI
- Another day, another interview. Fingers crossed. (@ Saint Louis Bread Co) http://4sq.com/avGImL
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By the way, I stopped by Bigbucks yesterday to try their new an improved barrista method, and much to my chagrin, they promptly raised their prices after their reopening their doors. Thinking adding wi-fi and “improving their methods” were thinly veiled attempt to justify a huge price jump, my mocha tasted like every other mocha I have had before and there was not a sinlge person inside taking avdantage of the company’s late in the game jump onto the free wi-fi bandwagon.
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