I don’t get this:
It’s a very lovely ad and a warm, emotional, sweet idea. Starbucks will be writing names on everyone’s drinks in the UK from now on, like they do in America, to make things less impersonal. And they’re giving away a free latte on the 14th to promote the idea.
The theory of Starbucks baristas and the reality have long been at odds with one another. I know someone who worked on the brand and came out of a workshop eulogising that the baristas were “well-trained, true coffee lovers” – what? No. Half the time I have to repeat my order at least a kabillion times and then they still get it wrong. And as for coffee lovers? Hardly. One actually responded ‘euch’ when someone ordered a double espresso in front of me.
So this idea that suddenly they’re going to be amazing at an extra task, ie hearing your name right and crucially, spelling it correctly – is a joke. It’s not exactly working in the US, as the ‘Starbucks Name Game’ and ‘Starbucks got my name wrong’ blogs will attest:
So why bring it in here? This reeks of a company whose higher-ups are so far above the coalface that they have no idea what they’re asking. Yes, in theory, it’s a great idea (and for the record, I like the ad and its execution). But in practice, would you rather get a latte that said ‘latte’, or ask for John and get ‘Dong’?