Hey Starbucks Here's What Your Missing

The news has not been great for Starbucks as of late. Earnings are way down. The company known for progressive employee recruiting and development now finds itself having to layoff. Stores that once seemed to crop up on every corner are now being boarded up like an empty carcass of hip coolness.

Has the caffeine buzz worn off? Maybe. Has the world decided to that a Venti dark roast Americano is too expensive, especially now that the doom and gloom of the economy seems to be here for at least the foreseeable future. Perhaps. Or maybe it's the business model that Howard Schultz and company once evangelized is in need of a second shot of espresso and drastic real community focused overhaul.

Hmmmm I will go with door number three.

This morning I had the significant and overly caffeinated pleasure of spending time at both a Starbucks and an independent coffee shop called Progress in downtown Austin. Both businesses were a bustle with a lot of SXSW conference goers as well as the usual stream of business professionals, moms, dads, kids and those who seemed intent on camping out with laptops and iPods.

The biggest difference?

At Starbucks there was no cheeriness. There was not a constant stream of people who recognized one another, stopped to chat and share "the latest haps." There was no "loud buzz" of heated and excited conversation. There was just a subdued mood amongst the Starbucks patrons I witnessed, many looking as if their sheepish habits forced them to be there.

Quite a contrast to the feverish funk of Progress I found myself at later on in the morning. People were engaging. People were smiling. There was a sense of unique energy and hip coolness that no matter who you were, young, old, business professional or something else, it was apparent that you were a part of something. Your only ticket to join was the purchase of a delicious baked good or tasty coffee or beverage of your choosing. There was nary a table and you know what, no one cared. People stood wherever. People chatted, cajoled, joked and in general seemed to be having a great time. Just by stepping inside you were part of a hustling and bustling community, conversation and a spirit of creativity that maybe once existed at Starbucks but clearly went somewhere else.

In comparison Starbucks seemed less inviting. Few people stayed - most were "grab and go customers" as I like to call them. Those that did stay seemed to lack genuine enthusiasm. Many looked like lost school children waiting for the teacher to dole out which table to sit at and who to make friends with. These people, your customers Starbucks, were desperate for some sort of engagement (you could see it in their eyes) with anyone other than a moody-over-the-top barista and yet somehow they just didn't find it.

It was no where to be found.

So Starbucks what are you missing? Well you can't push coolness...I get that. I also know you can't force wholesaled changes in your customer's behavior to make your environments more like what I saw at Progress. Or can you. I believe you can.

I contend that for Starbucks to turn their fortunes around they will have to acknowledge, understand and leverage the home court advantage they already have. Starbucks, even with all of the closings, still has locations virtually everywhere. They have an addicted customer base - let's face it they are our legal drug pusher with our drug of choice being caffeine. So if they have both the location and the customers why does a coffee shop like Progress have a decided advantage?

Starbucks lacks connection. They fail to make it fun and easy for people to engage, connect and commune with one another. Think about it, unless you are headed to Starbucks to meet someone you have already made arrangements to meet there, how often do you reach out to connect with another patron? Rarely if ever right? Come on you can tell me because I so know!

Starbucks you are missing the boat by not becoming our community conduit. You so need the Ripple of Connection. Our society longs for it. Our world needs it. Oh and your business can be improved because of it.

Have Ripple and still waiting to have that cup of coffee with you Mr. Schultz. And yes...the offer still stands....I will buy.

Ripple On!!!

Starbucks the Vote

It's all about the marketing. Starbucks has jumped on the Tina Fey Sarah Palin parody bandwagon by sponsoring this week's Saturday Night Live's opening segment to encourage us to vote this coming Tuesday.

Hey Howard Schultz, we still need to talk. Though I applaud your company's effort to reward us on November 4th, why not give your customers something more powerful...a reason to Ripple every day! Still ready to talk when you are and of course the offer still stands; I'll buy you a cup of Pike Place Roast you just name the location.

In the mean time, enjoy Tina Fey and the real John McCain from last night's SNL.


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Starbucks Don't Bribe Me - Engage Me

So last week I had a meeting at...where else? You guessed it. Starbucks. I arrived early as per my typical m.o. and proceeded to order a Venti Pike's Roast from a delightful young woman with a pleasant smile. She asked me how my day was going and rang my purchase up with speed and efficiency.

As she handed me my coffee and my receipt she said, "Be sure to hang onto this this receipt. If you bring it back in today between 2-5 this afternoon you get two dollars off an iced beverage of your choice But it's only good for today."

To which I remarked, "I'm curious, why is Starbucks offering this? They have never done this before."

She smiled and remarked, "Um yay, we aren't very busy in the afternoons and its a promotion to get more people to come back in during the day." Then she said something that utterly amazed me. "I guess we need the business."

I was flabbergasted. Starbucks needs the business? They need more foot traffic in the afternoons? So much so that they created a promotion to incentivize their morning customers to come get their caffeine fix in the afternoons?

At first glance it looks like a brilliant marketing promotion. Rather than get my money once during the day, they know they can actually get more money from me again later in the day if they give me incentive to come back. Even with the discount my purchase of a tasty iced or frozen beverage would net them about the same revenue as they earned from my single coffee purchase. No doubt a unique approach on the surface but perhaps a symptom of a much deeper problem - one that I have been trying to help Howard Schultz with already.

How to get Starbucks to engage their customers on a level so meaningful to them that they not only want to come in more but they will want to spend more when they do.

I have a plan Howard. One that doesn't require gimicky discounts or time sensitive offers.

Offer still stands. I'll buy the first cup!

Ripple On!!!

Why Starbucks? Howard Understands Why!

So I received a number of interesting emails and Twitter messages yesterday basically asking me why I was so fixated on Starbucks. Well without going into too much detail about my "great idea" let me explain.

You see Starbucks became a trusted friend as I started my second company. Call it caffeine induced delirium or my just plain craziness, Starbucks became a favorite early morning haunt of mine in the late 1990's. As I began my second company I did not sleep much - if at all. I was constantly worrying about closing the deals we needed to close in order to keep the lights on and people employed. With worry comes stress and with stress comes panic. I realized, much to my amazement, that panic when it sets in so much easier to control and extinguish when it happens in public. It is so much better to handle panic and stress by drinking a no foam latte and eating a sweetroll than it is hiding behind a dark desk in the wee hours of the early morning.

Starbucks became somewhat of a respite from my stress. I could stop by there on my way to the office, grab a cup of coffee and actually force myself to think about my business with each long sip of dark roast. The environment was laid back and instantly made me feel comfortable so I began stopping by more and more - okay I admit it...daily. Sometimes I would even stop by during the middle of the day just to catch my breath and to relax. Somehow stress seemed to never want to follow me inside a Starbucks I assumed because the smell of the sweet coffee aroma is somehow its kryptonite equivalent.

Starbucks you see became my little sanctuary, my little space. A place I could come and hang out and let my creativity flow. It was where I first started pounding on my keyboard - first penning a new strategy for my company then more compelling proposal formats. Soon my writing turned to more personal issues like journaling and even creating some pretty interesting fictional stories and poems. No matter what it was, a little caffeine, the environment, a little soft ambient jazz playing in the background, my creativity just flowed.

And I like so many millions of Americans began to drink the Starbucks Kool-Aide.....oops I mean coffee!

Something else happened at Starbucks. I met people. I started having amazingly interesting conversations with complete strangers and loving it. Me and introvert....can you believe it? It was incredible the random faces you would see day after day but oddly enough after a period of time didn't seem so random anymore (see how I becamse a Starbucks Stalker Series). I realized very quickly that Starbucks had a real sense of community in the people that frequented their favorite locations. It was a community I took pride in being a part of.

Any of the articles you read about Howard Schultz's vision revolves around having passionate customers and creating community. His desire was to create a space where people could interact and connect. I think they hit that concept very well early on but today there seems to be less emphasis on it - at least here in Austin and several of the other cities I have traveled to recently. Today's Starbucks there is something missing and when I read they need to close 600 stores and layoff 12,000 workers I wonder, could this be part of the reason why?

Sure there are still people around and the rich aroma of coffee roasting in the back still permeates throughout, the sense of community and connection seem to be gone. People that hang out don't talk to one another - they are too busy plugged into their iPods or using their laptops almost as a shield to fight of approaching conversation (sad really). Employees seem less enthusiastic and far too quick to make you feel inadequate for failing to say a complicated drink correctly. Stores are becoming smaller and there is no real draw to stay and so you see many more people grabbing their drinks to go.

Where did the community vision go?

I am not really sure. But I know we can get it back. We can make our local Starbuck's stores our own little communities again. We can make it both hip and cool to want to connect with others and why not do it over a little cappuccino?

Imagine the Ripple!

Howard the offer still stands...I'll buy the first cup!

Ripple On!!!

Howard Schultz - I'll Buy The First Cup

A little over two years ago I approached Starbucks with an idea. It was an idea that if executed correctly could enhance the customer experience, build even stronger community and yes even help build their bottom line. It was a little idea I admit but with a real spark of potential. So I did what you are supposed to do when you have a spark...I tried to coax a fire to start.

I tried and tried to get the attention of Howard Schultz but with no luck. I received a not so nice response from their Director of Marketing who somehow failed to realize that I was a Starbucks fan and more importantly a customer first and an entrepreneur second. I was not deterred and just kept trying. Finally in the fall of of 2006 progress - a response from Jim Donald the CEO of Starbucks himself (or his assistant - hard to tell). It was a response requesting that I send some information to him and he promised to review it.

I excitedly kitted up my presentation and sent it on to Mr. Donald and waited. And waited. And waited some more. I followed up. No response. I followed up again. No response. Getting desperate, I cut a creative Podcast to both Howard Schultz and Jim Donald and sent little cds up to their offices. Finally a response - from the woman I had been in contact before. She was even less enthusiastic and more direct this time around. Buzz off (no caffeine implied humor here) little Ripple Man - buzz off!

Discouraged and smarting from the frustrating circus of trying to persuade my hero Howard Schultz to allow me to buy him a cup of coffee and discuss an idea, I did what I tell my clients never to do (shhh don't tell them okay), I gave up. I put the ginormous file I had created away and haven't looked at it since.

Sure my Ripple friends that knew about the idea still peppered me with articles about Starbucks this and Starbucks that. I still got lots and lots of people telling me how badly Starbucks needed my Ripple idea. I myself go to countless Starbucks locations along my journey and grow even more discouraged at the level of disconnectiveness (my word - my spelling) their store employees are from the mission Howard Schultz onces so proudly proclaimed.

Yesterday a number of stories broke about Starbucks actually trimming back their expansion plans and even laying off 12,000 workers and closing up to 600 stores. Jim Donald left the company this past January and Howard Schultz assumed the reins of CEO yet again. The emails started flying yesterday - "Steve they need you." "Steve, maybe now's the time to hit them again." "Steve they need the idea now more than ever!" You gotta love people who support you. I know I sure do!

I admit I thought about pulling out the file last night and taking a stroll down memory lane. All the hours of research and the brainstorming sessions that went into a simple little idea that I believe still could make a huge impact on so many levels. But am I glutten for another round of punishment? That's the real question. This morning as I sip my dark roast I contemplate whether it would be worth another go at the behemouth task of getting Mr. Schultz's attention.

So Mr. Schultz in the off chance you are listening, the offer still stands.....I'll buy the first cup.

Coffee Zombies Unite...I mean Connect

Do you want to become better at meeting new people? Try this exercise on for size.

Go to your local Starbucks every day at the same time for two weeks. Open your eyes and look at who is standing in line with you. Take mental notes of faces, hair styles, clothes, etc.

If you are going about the same time every day you are likely to see the same faces over and over again. Think about it....most people have their morning rituals and Starbucks is basically our legalized crack dealer pumping us full of caffeine so we can go out and take on our day. Starbucks drinkers are loyal and most will show up every day at the same time to get their java jolt before heading into the salt mines.

Now as you see these same faces over and over again try taking baby steps towards connecting with them.

Week One:

Day 1 Start by trying to catch someone's eye and smile.
Day 2-3 Rinse and repeat for the next two days.
Day 4 On day four try saying "Good Morning." No need to get into heavy involved conversation.
Day 5 On day five try and catch them either at the counter where you stir in your cream and sugar or manage to walk out the door at the same time bidding them "Have a good weekend" as you head to your car.

Week Two:

Day 1 Smile as you see them in line and ask them "How was your weekend?"
Day 2 Try saying "Fancy meeting you here!" with a big smile and a little laugh.
Day 3 Try engaging in conversation about what their favorite drink is at Starbucks and use that as a way to introduce yourself. "Oh I am Dan by the way."
Day 4 Smile as you approach the line. Don't say anything. See if they talk to you.
Day 5 Try catching them as they walk out the door and chatting them up by asking "got big plans for the weekend?"

Couple of key things to remember....

Don't be creepy. Use open body language, good smile, don't look dress like a stalker or anything crazy. Be in a good mood when you walk in. This might require you hit a Starbucks prior to going to your main Starbucks to insure you are properly caffeinated. I believe there is one on every freakin corner so it shouldn't be a problem!

Remember to have fun with this! Rinse and repeat until you and the rest of the coffee zombies know one another and it will make your morning ritual a little more fun and a lot more Ripply!

Ripple On!!!

Steve

Loquacious Introvert

Most of you know that I enjoy the reputation as the Starbucks Stalker as I am not afraid to strike up a conversation with just about anyone. I truly love the variety that Starbucks offers as I can think of no other company that provides us all with such a rich selection of opportunities to reach out and connect. Think about it. Your local Starbucks attracts people from all walks of life with an unbelievable array of backgrounds, education and professional experience and the conversation and connection possibilities are truly endless.

Secretly I like to think that Starbucks creates all of these "hot spots of connection" just for me to get my people fix. I know that is likely not the case but let a fella fantasize won't you?

Most of you that are regular readers of my BLOG likely recall that my dad lives in Albuquerque. He has truly become my best little walking press agent for my book, my Ripple training and ultimately my desire to reach outside the box and connect. So much so that he now goes to Starbucks and the other "local" coffee shops I think more than I do in a week and often finds an ear to bend about this thing I call Rippling. He's a proud papa indeed! I know these little jaunts up to coffee house gives him a great break from taking care of my mom and allows him to be an observer and often, in his own and very inspiring way, a conversation stalker

Well it seems dad and I may have some conversation competition at the old Starbucks! As my dad told me the story, he was sitting in a Starbucks a few weeks ago when he noticed an elderly man spring through the front door of Starbucks. He sashayed up to the old counter and plunked down the exact change for his black coffee and then proceeded to scan the shop. My dad noticed he purposefully scanned each and every patron with a keen eye and then with coffee in hand and a smile on his face he proceeded to engage each and every one of them.

He commented here and there about how busy everyone was. He interrupted two students embroiled in a study debate and asked about their day. With answer in hand he greeted a young lady listening to an IPOD and refused to let her recoil into independence alley until she removed her head phones to acknowledge him. He asked what people were working so diligently on laptops and asked about the books that people were reading, he was making it his mission to engage the world; to change the world with a smile and genuine interest in everyone. To hear my dad tell it, he was accomplishing his mission as he left each person somehow forever altered and better than they had been just minutes before.

Then he came to my dad who had watched with much amusement and observation. "Even you my fine sir, you have your nose stuck in a book. What are we reading" he asked. What are we reading? I love that! Talk about a great way to start a conversation!!!

My dad is 72 mind you and looks great for his age but could never be mistaken for a spring chicken. But as this man pulled up a chair the mildly humorous comment of "all you kids are so busy with your books and laptops" that came from this incredibly engaging man was both funny and insightful. You see this man, it turns out, is 92.

He like my father has a wife at home with Alzheimer's. His days are filled with going to Starbucks, the grocery store any other place he could possibly engage one in conversation. I am certain, like my dad, he uses the experiences he has with the people he meets to share with his beloved when he returns home. A recap of conversation bounty that they can both share even if it is just him telling the tale to her. You can almost see that scene can't you?

As he sat there and visited with my dad, they found many "connection points." He challenged my dad by informing him he had participated in four wars and asked if he could guess which ones they had been (three were actual well know wars and one was never officially constituted as a war but don't tell this man that!). They talked about the Alzheimer's and their deep love to care for their two wives. Two men from two different generations and in fact two complete strangers...connecting, sharing and and reminding us all that that is what life is all about.

He talked with the speed and vigor of a man more my age. Their brief interaction covered a myriad of topics and just as soon as it had begun it was over. With the flip of his card on the table he said he would look for my dad again but he had errands to attend to and people to see. He sprang to his feet, turned and was gone.

There on the table at Starbucks my dad picked up his card realizing that he had given this man his name and asked for his but somehow in the gust of conversation the man had never obliged. He closely examined the card and realized he had just met.....

Sir. Duke Wellington
Loquacious Introvert

At 92 and 72, if these guys can reach outside to connect, don't you think you and I can too?

Ripple On and go stalk up a conversation at Starbucks today! If you see the Duke say hello from the Ripple Guy!

Steve