Strategic move, counter move

This evening, all 7,100 Starbucks locations across the US will shutdown for three hours as a time for training, educating and sharing how “to elevate the Starbucks Experience.” (I’ll talk more about this later this week). As a side note, there may be some especially crabby commuters this evening.

During the time that Starbucks is closed, many Dunkin Donuts will offer free (or cheap) lattés.

What are your thoughts on the Starbucks closures as well as Dunkin Donuts response?

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2 Responses

  1. I think it’s a genius move by Schultz to close the stores in an attempt to bring everyones focus back to the Starbucks experience. I say everyone because obviously more than just the Starbucks employees are taking notice.

    As far as Dunkin Donuts goes, I applaud their effort to take advantage of Starbucks closing, but come on. Slapping a discount on the product and cheesy giveaways have been the marketers’ need jerk reaction to promotion since the beginning of time.

    Starbucks is talking experience, while Dunkin Donuts is just reinforcing the fact that all they have to offer consumers is cheap coffee and fatty donuts.

  2. Chris,

    I tend to agree with you. It will be interesting to see what becomes of it.

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