Starbucks stockholders aren't interested in "raising awareness"

An Advertising Age columnist chides Starbucks Entertainment president Ken Lombard for saying (in the story linked directly below) that he doesn't measure the success of the "Arctic Tale" promotion by box office numbers; instead, he's interested in encouraging discussion about global warming. Ken Wheaton writes: "I'm sure that's the sort of thing that Starbucks shareholders want to hear. ...If you're going to do something -- cut carbon emissions, use solar power, plant trees or whatever -- then do something. Quit it with the 'Oh, we raised awareness.'" HERE'S A SUGGESTION FOR STARBUCKS: Start an ad campaign that encourages customers to use personal cups -- increase the discount to 20-cents, maybe -- and discourage use of paper, which Starbucks *rarely* recycles. (AdAge.com)

Comments

[kzoobarista]

Amen to that. Starbucks isn't environmentally friendly, are you kidding me?

[Lilith]

I agree! I would be thrilled if we could just get our own baristas to follow the sleeve/cupping policy.

[R]

So is selling the Saturday Night Live DVD to "raise awareness" as well?

Come on Ken Lombard, just admit it was a failure.

[ex coffee wench]

they haev raised prices a million times since 93 when i started and have never raised the cup discount. also the prices of personal cups have gone up too. they should raise the disc.

[EX-BARISTA]

"Raising Awareness" = doing nothing.

Sounds about right for my former employer. Say you're doing something when you are, in fact, doing nothing. Really, so very Starbucks.

[Grebby]

Live Earth was meant to raise awareness. Nobody paid attention as far as I know, and the millionaire rock stars flying to the venues on their private jets certainly didn't help the cause of clean air.

[Jacob]

A guy named Mike made a nice comment on Wheaton's article:

"The best environmental programs should be part of the business plan first and once implemented might be useful to the public relations department."

I couldn't agree more. You're not going to convince consumers that their consumption is doing harm by running a marketing campaign to "raise awareness" through increased consumption. If Starbucks wants to call the world to action, they could start by taking action.

[ileany]

One of the Starbucks that I *used to* frequent had a promotion that if you used your personal cup, in addition to your $.10 discount they would donate another $.10 to a local watershed restoration program. I did applaud the effort, though I didn't see an actual increase in the number of personal cups being brought in.

Also, half the time when I bring my personal cup, the person working the register just grabs a paper cup and writes the order on that. What's the point? I certainly don't use my own cup just because I save $.10. You may as well just make my drink in that and not make me waste water when I have to wash the personal cup.

[Marcus]

I think I'll start bringing in my own cup--how does it work with sizing though? Do they charge according to the size of your cup?

[NWInvestor]

What share holders wants is profits, not some environmental religion on unproven science. The reason the cup discount is not higher is because the cups are pretty cheap each, so the company is not saving much.

[JW]

Starbucks should just worry about making coffee instead of record labels and this "global warming" crap.

[StL Shift]

Marcus, we only charge for the size of the cup if that's the size drink you want. If you bring in a grande mug and want a tall drink, we only charge you for a tall. We don't fill the cup all the way, but you get what you pay for.

You may as well just make my drink in that and not make me waste water when I have to wash the personal cup.

Waste water? I would HOPE you were going to wash that cup either way, I doubt that you would just continue to use a dirty cup.

[ileany]

"Waste water? I would HOPE you were going to wash that cup either way, I doubt that you would just continue to use a dirty cup."

Of course I wash my personal cup after it's used - I think you missed the point of my post. I use my personal cup so that I don't have to use a paper cup. My point is, if the barista is going to use a paper cup to write my drink on - to then put in my personal cup, they may as well put the drink in that paper cup. I can save the clean personal cup for the next day.

[Pat Nerr]

ditto on the cup and other recycling. Jeeze... There are such things as non-plastic utensils now... and cups that are a bit more friendly... Starbucks has really taken it's eyes off of the grassroot ball and gone to focusing more on telling folks how great they are... model the behavor Starbucks

[Lo]

we're actually brainstorming some ideas for becoming more environmentally friendly at our store. we want to get more of our regulars to start using personal cups- because, if you think about it, having customers who come in regularly (2-3x a day) start using their own cup would make such a difference. sure, it'd be optimal if everyone would use their own cup as opposed to paper, but not going to happen anytime soon (if ever). until then, gotta take baby steps. :)

I've seen post-it style stickies that can be used to mark a drink order on a personal cup, but I don't think that I've seen anyone actually use them.

[zeroperatioshift]

Should anyone be shocked at Sbux management (regardless of division or title) being F.O.S.???

-zeroperatioshift

[rightattitude]

I am a global warming denier of sorts. I don't think it's human generated. Democrats and socialists think SO-O-O much of themselves that they think they can effect climate change. (meaning, that man is capable of causing global warming). What ego!

[ben]

Even in you don't believe in global warming, how about not producing even more trash so that in 50 years out grandkids will have to deal with the garbage produced by my coffee cup from 2007?

[ben]

*our*, my apologies.

[rightattitude]

OK. So not in 50 years, then in 100. Is there a difference? You may slow down the process, but will you effect the actual outcome? Or, may one suggest that 100 years from now they may have better ways of figuring out what to do then in 50? Is this a rational argument?

[rightattitude]

"than in 50," not "then in 50." Sorry.

[rightattitude]

Where did the notion that all water-based beverages except coffee get double-cupped come from? I am talking about americanos and hot teas. Wasn't this in THE textbook? (Barista 101). I am going to check now. Be back in 10.

[Danielle]

It would be nice, if our stores were built to accomodate recycling. I have only had one store, out of 12 stores I have managed, have a recycling program. (Other then a cardboard bin out by the trash). ON top of that, I had to use my non-coverage time to manage that program. It can be frustrating! We want to do more, as partners, but it can be so difficult!

[rightattitude]

Face it, SBUX is a fast-food joint. Fast-food, by definition, IS the essence of polluting. Trying to cut down on waste is like trying to add a couple of litres to a lake that is drying up.

Should anyone be shocked at Sbux management (regardless of division or title) being F.O.S.???

Nice attitude, to tell you the truth I think you're more FOS than management.

[rightattitude]

What do you mean by FOS? Which one of these: http://acronyms.thefreedictionary.com/FOS

Clearly "Funky Old Soul" is the right answer.

[Deusx]

Frankly, I am far less worried about Starbuck's silly attempts at making the eco-folk happy and far more upset that I have stock grants that are absolutely worthless because Diamond Jim has taken a high value company and run it into the ground. So many public relations gaffes, so many policy changes that don't reflect the mission statement, so much stock value lost.

[Pat Nerr]

No doubt DEUSX... I just reconciled my last 3 years of options... the most valuable one (300 shares) netted me a whopping $45 after taxes... the other 2, I came out "owing"...

That's one helluva carrot for rentention...

I think I'll go buy some beers with that 45 bucks... I can afford to take one other person with me...

[Pat Nerr]

Daimond Jim... funny.

[Meg]

A lot of independent coffee shops use mainly glass cups, just like in a restaurant, and only give you a paper cup if you request "to-go." I know a lot of Starbucks customers' are on the run, but there are also a lot of people who go to Sbux to sit and hang out in the dining area for hours. Of course, there would be the increased labor of dishwashing, but I think this is a good policy.

FOS = full of sh*t

[Morgan]

When I go into Starbucks, I don't want my awareness raised. I want my caffeine level raised. I also don't care about the 10 cent discount I get for using my own cup. What I do care about is the fact that my own cup doesn't spill or let coffee flow down the sides, is insulated, and is much nicer to drink from than the odd shaped top they use. And if I had stock, I'd care about those things even more.

I hate the fact that so many people automatically double-cup teas and americanos. I don't know where that came from. Even with two cups, it's still too hot to hold, so what's the point?

[Uncle Howie's Fractured Jaw]

When are the long-awaited Starbucks vending machines making their appearance, or have they already arrived--only in select areas?

[HAS BEAN]

The artic tale campaign cracked me up, I am sure the dumpster full of milk cartons I fill up everyday would be better recycled than in some landfill, yet starbucks wants us all to shave thirty seconds from our shower time, rather than designate a trash can for recycling, and a seperate dumpster for recycling out back....

It's annoying they spent all that money to promote that damn movie--which no one knew about or seemed to notice, instead of doing something like recycling, or raising the incentive for personal cups as previously mentioned, I think it's cool to support it--but before we throw money around actually promoting it, we need to put that money where our mouth is

I'm fairly liberal, but I draw the line with large companies and the Al Gore's of this country telling me about how I need to cut back and can make a difference is just a huge eyeroller..i need that thirty seconds extra in the shower to wash the mocha smell off me, and besides i probably use less electricity in my home than you do in your living room in a year.

[kara]

word. i totally agree.

[hipotecas & prestamos]

Climatic Change is Not a Problem of the Future

The diagnosis of the future of the planet cannot be gloomier. To the numerous elements that damage the environment, we must now add others, like the direct consequences of turning food into fuel, established as the economic policy guideline of the United States, designed and defended at all costs by the US president.

The issue has been presented on many occasions as a warning of the potential danger that, if continued, will affect the indispensable conditions for the life on the planet. Evidently at the service of the large transnationals, which produce 25 percent of the contaminating gas emissions, the White House has justified its position and has systematically refused to sign the Kyoto Protocol.

The inhabitants of the planet are required to act urgently. Maybe it's not too late.

Carlos Menéndez
http://www.creditomagazine.es