Starbucks is the largest coffee house company in the world with 19,435 stores in 58 countries. Due to Starbucks mass-scale success they have often been the subject of negative PR. During Starbucks rapid growth in the early 2000s, they were criticised for driving out smaller coffee firms with fierce tactics. Starbucks have suffered from many controversies since they started business which is why they now know the importance of PR as a strategic business function.
Starbucks latest strategy is to ‘listen’ to their customers and then coincide this with a marketing campaign. Through customer feedback Starbucks found that UK coffee drinkers liked their lattes stronger and decided to put an extra shot of coffee in every latte. This move has gone hand-in-hand with in store promotions claiming ‘it’s personal.’ Starbucks now write every customers name on their cup and promise to make the drink perfect, if it isn’t they will make it again until it is.
Listening is an important aspect of business and making customers feel special will make them come back again and again instead of going to one of Starbuck’s competitors. This strategic move will no doubt add to Starbucks continuing success as the world’s largest coffee shop.
