Starbucks: Buy The Person Next To You A Drink, Get A Free Coffee (Until Friday)
Sound like a good deal? Yea, if you’re the receiver of the free gift, otherwise you’re still spending money, right? Wrong. It’s the principle behind it all. Read all about it below.
Most of the news headlines these days are about the government shutdown and other related factors. Some Americans are staying on top of it and others just don’t seem to care anymore and some never did. Howard Schultz, the CEO of Starbucks, has taken this as an opportunity to promote a certain quality in his customers that he hopes will reflect on “lawmakers to come together to resolve their political gridlock.”
The gimmick: buy the person next to you in line (or anyone inside) a drink of their choice and receive a free tall brewed coffee.
The objective: the idea behind this is that if everyday consumers around the U.S. can easily help out a stranger and exemplify the very nature of human generosity and kindness then perhaps so can our government.
The article states:
The offer is a way to help fellow citizens support and connect with one another, even as we wait for our elected officials to do the same for our country, Schultz said in a memo to staff on Tuesday.
In times like these, a small act of generosity and civility can make a big difference, says an ad being published in The New York Times, Washington Post and USA Today on Wednesday. Let’s see what can happen. #payitforward.
The article does not state how successful this effort was today, but perhaps with all of the ads it will take off tomorrow and into Friday.
But will such a small event make such a huge impact? I’d like to hope so, but not everyone is thinking this way, as stated in the article:
Marshal Cohen, chief retail analyst at The NPD Group, said the latest campaign won’t likely have much political effect because it lacks the kind of punishment that makes lawmakers think twice, like an impeachment drive.
But it makes for great marketing, especially since many people, especially younger ones, care about brands that have a strong social conscience, Cohen said.
Will it work on the political level? No. Won’t make a dent. Will it work on the commercial end? Absolutely, he said.
It sounds as though it might be more beneficial to Starbucks in the long run- what do you think? Do you agree with Marshal Cohen? Perhaps the CEO wants to make a statement but he knew his stores would ultimately benefit the most? Would this campaign even raise their profits?
Watch the news video of this here.