Starbucks stops Net orders
Starbucks 6,000+ stores won't take phone and Web-based orders for drinks anymore. Simple explanation, if you ask me: We want fresh coffee -- that's the small luxury that keeps people going to Starbucks, even when times are tight. Ordering in advance raises the chance that the coffee you get will be the wrong temperature (how many times have you heard an order for an "extra hot latte"?) or bitter. No, people will stand a moment or two to get fresh, and happily so, because it is a legitimate pause in a busy day. And the pre-paid card speeds the line, which means more hanging around time. It's a simple thing that feels almost like community. For the first month of 2003, revenues were up 25 percent compared to a year earlier.
Posted by Mitch Ratcliffe at January 31, 2003 08:50 AM | TrackBack