A recent survey from Cool News indicates Starbucks is slipping in its zealotry appeal.
“The encouraging news for Starbucks was that roughly the same percentage of respondents said that they “liked” Starbucks about as much as they did five years ago. However, the percentage saying they “loved” Starbucks dropped precipitously, from 33 percent who said they loved it five years ago to just 10 percent now.”
Interestingly, recent marketing efforts at adding food product, loyalty programs and other conventional marketing seems to have mis-fired, at least among zealots. Cool News’ respondents indicated a drop in sense of “community” as a primary reason for the drop in appeal. Starbucks acknowledges it is about experience, not product. But, has the drive for short-term revenue gains started to impact the long-term potential?