Lovemarks: Starbucks

4/30/19

In The Persuaders, Starbucks was given as an example as a company that uses lovemarks to advertise and build their business. As I watched the movie, I realized that as odd as it sounds Starbucks is probably one of the closest businesses I have connected with that has created a sense of loyalty like no other brand or company. Ironically, I don’t even drink coffee, and I don’t think it’s their drinks or food that has brought me so close, but the environment of Starbucks that makes me feel so comfortable. Throughout my life, I have lived in three different houses, and in all three, I have lived within five minute walk to a Starbucks. It became tradition that every Saturday morning my dad, sisters, and I would walk to Starbucks and we have been doing it for as long as I can remember. The employees at Starbucks have become so close with us that they know our names and orders, which makes us feel even more welcome as customers. Starbucks has strategically located their coffee shops in practically every neighborhood I have been in. Whenever I am travelling, I typically go to a Starbucks because I know what I like and am comfortable with the environment they provide.

In addition to their 14,000 locations across the U.S., they have created an app that is convenient and communicative. The app lets you upgrade in levels depending on how much you have spent at starbucks, receive exclusive deals, and a free drink on your birthday. You have to get a certain amount of stars to reach each level, leading up to the gold level, where you receive a golden card with your name on it. In sixth grade, I had a race with my sister and best friend to see who can get to the gold level first. This was clearly great business for Starbucks because we were going every day for months just to receive a card. It became routine for my friend and I to walk down the street to Starbucks every morning over the summer, where I made great memories. It was also pretty close to the middle school I went to, Sutter, so my group of friends along with many other students would walk to Starbucks every Friday and hang out for hours. More recently, I go to Starbucks when I need a quiet place to study, get homework done, or try and feel productive by getting out of the house. This goes to prove how Starbucks is a place I go along with thousands of other people for whatever occasion. I feel comfortable and welcome there, which is exactly what they wanted. Starbucks has imbedded their loyalty into my life as I have grown up and continues to make this connection with me through their never ending improvements.

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