Is Starbucks Faking It?
It’s been a few weeks since Starbucks announced their Coffee & Tea concept. While a brilliant idea… It’s going to fail.
As in… #FAIL. Starbucks is taking the wrong approach by trying to manufacture authenticity in an area where they don’t have a clue what they are doing. I get what they are trying to do, and I applaud them for it. However, the “designing from the top down” method only makes me feel tricked into visiting a Starbucks in different clothing. It’s like the mom that tries to dress hip to sell that “she’s cool” to her daughter’s friends (or boyfriends, you never know). The change has to come from within. Starbucks needs to let the authenticity of the concept find itself rather than dictate what it should be. I’m not asking Starbucks to change, I’m asking them to allow that authenticity to come from authentic roots. Luckily, they can still do that while still owning the concept. It just takes a different approach.
It would help to understand what makes a great coffee shop. Simply, its the community that creates the experience. This is not an assembly line process like your local Starbucks box #2942. You don’t go there for coffee. You go to hang out, read, enjoy the space, meet strangers, meet friends, and engage in the environment. By engaging, you’re investing, and that strengthens the community which in turn strengthens the brand.
This authentic experience cannot be manufactured. Poetry readings, book clubs, live music, etc. - These elements are best left to be organically grown from the roots up. Support the means and get out of the way. Trust your community, your local stakeholders, your baristas, your patrons. Support an environment to let authenticity create itself.
Starbucks, are you listening? Here’s how to fix it:
1. Further separate the concept from the Starbucks brand.
This isn’t rebranding or unbranding. Starbucks is a mature brand and should be left alone. Separate the concept enough to give it authentic roots and start by putting a separate face or identity onto the project. Possibly consider a partnership with a culturally influential person not from Starbucks. Authentic people (think artists, musicians, movers & shakers) make authentic brands. Create a partnership that strengthens the brands of both parties and gives ownership and personal stake in the process (thinking of Kennedy and Gant here).
2. Drop the “inspired by Starbucks” tag.
Really, its a turnoff. “Inspired by” just tells me my new local, authentic, insanely hip coffee shop is inspired by a massive coffee behemoth. Oh, really? Thanks. “Inspired by” gives the credit and ownership back to Starbucks and defeats the purpose.
A better approach would be to just change it to “supported by Starbucks”. This makes me feel like Starbucks isn’t pulling any tricks, but decidedly investing in something more authentic. Comes off a lot smarter.
3. Consider a unique franchise model
I know Starbucks won’t like this idea, but hear me out. Give the community valuable stake that is necessary to breed authenticity. Trust it to the culturally influential people in the neighborhood that care, not just any Joe that has enough money to invest in a franchise. Let him buy a Wendy’s franchise. Continue by leaving the content of the experience up to the community: what beer is served, what music plays, what artist’s work is displayed on the walls, etc.
4. Support the concept in the most valuable ways possible
Authenticity shines when you let the cool people focus on the experience they want to deliver. Starbucks’ biggest contribution here is what they do best: Provide solid POS systems, delicious and consistent ingredients and product, behind the scenes business structure, etc. Give the concept a solid business architecture to grow the experience on.
Being authentic is engaging. It’s caring. It’s flexible and its unexpected. Most importantly, it’s NOT perfect. Flaws are natural, let them happen. They act to benefit the authenticity of your brand more than hurt it (another topic for another time).
In the end, its all about creating an authentic experience by ACTUALLY letting it be authentic. Provide the means and support for the concept, hand over the experience to your community, and then get out of the way.
What do you think? Is Starbucks faking it? Can you really design authenticity?
.
