You’ve got hand it to Starbucks. Regardless of what anyone may think about the political corporate machine that made it okay to charge $2.50 for a cup of black coffee, they’re incredible innovators.
I was waiting for my friend, Monika, so we could take a walk in the Central Park today (the weather has finally turned to autumn in NYC) and stopped into the Starbucks on the corner to grab a hot apply cider. Upon entering I saw a sign that intrigued me: “Embrace insomnia.” This is what I’ve been saying all along to my fellow insomniacs! And to help you out, Starbucks has created a safe haven for us by being open 24 hours. Incredible. Genius.
In their recruiting efforts, Starbucks has placed posters of real baristas in windows who describe why they love working for Starbucks so much. If you’ve got a captive audience waiting in line, why not try to convince them to lend their expertise on the other side of the counter? Logical, yet innovative.
Starbucks has become known for their groovy tunes, and in partnership with itunes, they now help promote music in their shops by having baristas pick a song of the day, and making it possible to always know who’s singing the song that’s currently playing, and download it direct from itunes with the click of a button. Oh, and in cooperation with T-mobile, wireless Internet is free. Brilliant integration and partnership.
I’m waiting in line to get my cider, and the book The Kite Runner catches my eye. Attractively displayed, Starbucks is promoting the book and the movie. This is alongside their terrific gift assortment as well as the exclusive new release of Joni Mitchell’s album.
Now that I’ve just spent close to $3 for a cup of heated up apply cider, I head over to what I’ll call the accouterments bar to put some extra cinnamon in it and I have an array of well-designed literature in front of me: social responsibility pamphlet, t Mobile hotspot, Starbucks retail careers, and comment cards (mail it in without even having to put a stamp on it). Now I not only enjoy my beverage, I feel fantastic, even self-righteous, about having purchased it.
Why would you ever leave – hot drinks, food, books, music, a comfortable seat, a job, and a celebration of an illness that has kept me awake for most of my adult life. This is exactly the point….the longer you’re here, the more you’ll spend. Starbucks has laid waste to the idea that your core business is your only business. Arguably, they’ve switched the paradigm of retail. I’m not visiting for the product – I’m there for the atmosphere that only they can create for me. Talk about competitive advantage! I wonder how they’d feel about me setting up a cot in the corner.
Published by Christa Avampato
The short of it:
Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day.
The long of it:
My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events.
While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series.
A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist.
My company:
I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media:
• I craft products, programs, and projects that make a difference;
• I build the business plans that make what I craft financially sustainable;
• I tell the stories that matter about the people, places, and products that inspire me.
Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.
View all posts by Christa Avampato
You’ve got hand it to Starbucks. Regardless of what anyone may think about the political corporate machine that made it okay to charge $2.50 for a cup of black coffee, they’re incredible innovators.
Christa Avampato 