Why Starbucks branding remains undefeated
Even during social isolation, people still act like they don’t know how to make coffee
There are a few companies who remain undefeated when it comes to branding. They could stop doing commercials for the rest of the year and still sell their products. Look no further than the Starbucks craze. According to CNN, in the past few weeks, customers are buying Starbucks mugs, tumblers and cups from Poshmark and OfferUp. They’ve even gotten so desperate to have a bit of Starbucks culture in their day that they’ve invested in Starbucks coffee cup earrings and Pumpkin Spice Latte hair scrunchies.
Interestingly though, Fried Coffee reports that in a blind taste test, people preferred McDonald’s coffee over Starbucks’ blend. They want coffee, but this test challenged whether coffee drinkers really like the coffee that they think they do.
According to the National Coffee Association, in 2019, 64 percent of Americans drank coffee. Additionally, 79 percent of those people drinking coffee within the past day brewed coffee at home. And as much as Americans enjoy coffee, this country only ranks number 25 for top coffee-consuming countries.
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So if American consumers know how to make coffee, have curious taste preferences and aren’t as fanatical about it as other countries, why do they insist on investing in Starbucks specifically? What is it about this chain that makes people crave everything from the drinks to the ponytail holders? It’s as if consumers have forgotten mugs and hair products can be purchased from dollar-value stores, and coffee is sold in essential retail stores.
Recommended Read: “Starbucks’ New Chicago Reserve Roastery Is a Coffee Break Worth the Wait”