We need to change our credentials.
Today’s Consumerist post was especially depressing for me. Starbucks, faced with declining traffic has declared that they will launch their first ever television advertising campaign. According to Howard Schultz:
“We have an opportunity to make sure that our voice is heard through the all-important medium of television…”
“We will continue to make sure that we create new separation in the marketplace between ourselves and everyone else.”
To compound the irony, in the same Reuters article:
Starbucks said it would open 2,500 stores — down from its previous target of 2,600. The company said it was still on track to open 10,000 stores in the next four years and backed its long-term goal of one day having 40,000 outlets worldwide. It currently has more than 15,000 locations.
We’ll be tracking this one to see what the results are…