From always needing to try the newest limited edition release to perfecting the art of the perfect order to showing up for the smoking baristas, we just can’t stay away from Starbucks. While that’s good for them (seriously, go ahead and take all of my money), it’s creating a brand for them that they never set out to create. White cups with green circles are now becoming universally associated with white girls in Uggs, and Starbucks is worried that we might literally be driving everyone else away.
Starbucks has decided that their brand has veered too far from luxury and is now too basic. I’m sorry, but when you offer drinks like the pumpkin spice latte and salted caramel mocha, what did you honestly expect? This has become such a big problem for Starbucks that they’re now investing millions of dollars into trying to figure out how to make their drinks appealing to execs who don’t spend all day in black leggings and blanket scarves.
What you can expect from this change is an increase in Starbucks roasteries, specialty Reserve stores, and yes, higher prices. Will these changes create better profits for Starbucks by appealing to a wider range of customers, or will white girls just want to spend more money on a fancier PSL and continue to be their primary consumer base? Only time will tell. Sorry Starbucks, but as of now, you’re still stuck with me..
[via Business Insider]
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