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Posted by on Oct 23, 2009 in Branding | 0 comments

Starbucks and the Importance of Following Through

On my way to Philadelphia, as it was getting late, I stopped at a rest stop to pick up a Starbucks cappuccino. Of the past hundred of cappuccinos I’ve had, I’d say 20 fall in the 8-10 range on the quality scale. Of those 20, I’d say 18  come from Starbucks. The reason? I’ve never had a cappuccino from the café chain that didn’t fall in the 8-10 range. Likewise, I’ve stopped ordering cappuccinos from non-Starbucks cafes. With only two cappuccinos of other cafes able to deliver a premium quality cappuccino, I don’t test my luck anymore. All numbers aside, brands can learn something from a quality cappuccino. It’s called consistently delivering on your value proposition. At first, the founders of Starbucks failed in their attempt to make a successful café in America. Dominating the landscape was Maxwell House and other coffee suppliers. Having journeyed to European cafes, the Starbucks founders decided to bring quality to the American coffee market. Impressed with the European coffee and espresso machines, the...

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