The Starbuck Experience
Starbucks does not sell coffee. Starbucks sells the experience. They carefully craft an atmosphere engineered by their corporate brand guru’s. Notice how there are always two employees focused on your order. The first barista yells the order to the second who makes as much noice as possible steaming and preparing the coffee. It doesn’t matter how bad the coffee is because Starbucks actually has very little to do with coffee.
Starbucks sells their coffee for $4.00, but they also provide their patrons with a warm atmosphere, hip music, and the luxury of wireless Internet access and in doing so, they create a meeting place. People will pay for the atmosphere—the experience—the opportunity to belong to a cool culture.
Key Takeaway: Worry less about your product/service and more about the experience.
