I did an interview in Starbucks this morning before work.
“Why Starbucks?” asked Janet when I arrived at work?
Her inferred point was right. I wouldn’t have dreamed of doing it at Costa or that blue place even though it’s a little closer to the tube.
So why Starbucks?
Of course there isn’t a single reason. They’re just ‘a little bit’ better in every aspect.
The chairs are a little more comfortable. The tables are a little further apart. The barristers are a little friendlier. Their sustainability initiatives are a little more interesting. Their loyalty cards are a little cooler. Their coffee is a little better. They are a little bit better at making a dry cappuccino. Their digital work is a little more engaging. And the whole experience just feels a little warmer.
Here’s to being that little bit better. It’s on the margins that brands win and lose.
Richard Mabbot
Group Head of Planning