Photos of angry Starbucks customers who are annoyed about the labels on their cups are circulating on social media again and again.
Observers suspect a marketing tactic by the US company
Munich - You have now found your way into the pedestrian zones.
The branches of the US café giant Starbucks can now be found in every major German city.
Before the corona pandemic *, the company was expanding, but the lockdown hit the chain hard.
In the last quarter of the Corona year 2020 alone, Starbucks sales fell by almost 30 percent compared to the same period of the previous year.
Even so, the Seattle-based company turned over $ 622 million.
The reason for the popularity of the café branches is probably not just the taste of the coffee.
Observers see a clever marketing strategy behind the success
Starbucks employees label customers' cups - mistakes sometimes creep in
Buying a Starbucks coffee is usually similar.
You name the hot drink you want, the size and pay a comparatively high price.
The Starbucks employee then asks for the customer's name in order to be able to assign the orders.
The barista labels the cup that is then filled.
A look at social media reveals that Starbucks employees don't always have a lucky hand when it comes to labeling.
A Twitter user asks amused "Are you serious?" After her mug was labeled with "Pen".
According to her account, her real name is "Henrietta".
As statistics from the
Brandwatch
agency
show, Starbucks can be assumed to have a clever advertising strategy.
With our brand new consumer newsletter you will always stay up to date on consumer information and product recalls.
Starbucks: Customers share mislabeled cups on social media
According to the Brandwatch research, between June and July 2017, social media users shared 50 posts referring to the mislabeling - in the US and UK alone.
The photos show the mug with the Starbucks logo prominently emblazoned on it.
Social media users complete the free promotion by naming the company in their post.
A large number of Starbucks customers involuntarily advertise the café chain every day.
Because "negative" advertising and public complaints also attract attention.
As
Brandwatch
writes, no one feels
tripped
by a misspelled name, but “Starbucks
gets
a boost from being mentioned on social media”.
The corona-tainted US company could use a "boost" here.
As the
Tagesschau
reports, 400 branches had to close in the home market of the USA.
(
jjf
)