Less than a week after writing about how Simple-Minded Marketing Works, I stopped in at a Starbucks and couldn’t help noticing the screaming all-caps headline on a previously blank napkin.
The coffeehouse that recently brought you free wi-fi, but selectively discourages loitering (not every store has a sign posted), has hopped on the simplified ingredients bandwagon. Now Starbucks is offering “real food” that’s “simply delicious.” This raises some questions: Was it all artificial and fake before? Does anyone even go to Starbucks for the food? Hopefully the coffee wasn’t artificially flavored. (Not that I could taste any difference.)
The Seattle-based mega chain has always been a progressive-minded company supporting causes such as “fair trade” and environmentally sustainable practices. So perhaps Starbucks has been following the “rise of the simplicity trend” as recently reported by Innova Market Insights. Either that or they’ve become dedicated Love Hate Advertising readers. (Yeah, right. Kidding, kidding!)
Good thing they’re not trying to sell sodas on city property in San Francisco. Sugar water from a machine = bad. Syrupy caffeinated water from a barista = better.
Does the “simply delicious” message make you feel better about buying food (or syrupy drinks) from Starbucks? Let me know if you notice any difference.