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WEDNESDAY, NOVEMBER 25, 2009
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5

Starbucks: We're No 'Poster Child for Excess'

Coffee giant plans media push to reverse consumer perceptions

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(Newser) – Starbucks has become a “poster child for excess,” says CEO Howard Shultz, and the traditionally advertising-shy company is planning media blitz to combat that, Advertising Age reports. TV and Internet ads and social-media efforts will attempt to change the "myth out there that there's this $4 cup of coffee at Starbucks ... and if you want to be really smart," you should cut it out, said Schultz. Half the chain’s beverages cost less than $3; a third cost less than $2.

A Starbucks staff member hands out free coffee to customers at an event to mark the 10th anniversary of Starbucks' launch in China, at the the company's original outlet in Beijing.
A Starbucks staff member hands out free coffee to customers at an event to mark the 10th anniversary of Starbucks' launch in China, at the the company's original outlet in Beijing.   (AP Photo/Greg Baker)
Starbucks Corp. Chairman and Chief Executive Howard Schultz looks down at a bag of coffee as he speaks Wednesday, March 19, 2008 at Starbucks' annual shareholders meeting in Seattle.
Starbucks Corp. Chairman and Chief Executive Howard Schultz looks down at a bag of coffee as he speaks Wednesday, March 19, 2008 at Starbucks' annual shareholders meeting in Seattle.   (AP Photo/Ted S. Warren)
A Starbucks coffee shop in the financial district of Boston experiences a high volume of business during the noon hour Wednesday afternoon, Aug. 1, 2007.
A Starbucks coffee shop in the financial district of Boston experiences a high volume of business during the noon hour Wednesday afternoon, Aug. 1, 2007.   (AP Photo/Stephan Savoia)
Starbucks barista Alex Igarta hands a coffee drink to a customer from a drive-up window at a store near the company's corporate headquarters Monday, Jan. 26, 2009, in Seattle.
Starbucks barista Alex Igarta hands a coffee drink to a customer from a drive-up window at a store near the company's corporate headquarters Monday, Jan. 26, 2009, in Seattle.   (AP Photo/Elaine Thompson)
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5 comments
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Rob
Mar 19, 09 12:24 PM CDT
I admit it. I love Starbucks coffee. But come on! It *IS* expensive and excessive! Reply
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BackAgain
Mar 19, 09 12:42 PM CDT
Call Obama and have the government force them to make prices fair. Reply
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IN RESPONSE:
Collusive
Mar 19, 09 1:49 PM CDT
Just when I thought misguided generalizations couldn't get any better...
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Collusive
Mar 19, 09 1:46 PM CDT
Well if Starbucks said it themselves, I guess I'll have to trust them. Reply
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NutsInNY
Mar 19, 09 3:41 PM CDT
I loves me some coffee, I loves me some *strong* coffee, but I find Dunkin Donuts coffee infinitely more drinkable than that over-roasted sewage Starbucks calls coffee. Reply
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