Consumer Passion

New Starbucks Seattle Cafe Celebrates the Coffeehouse But Shuns the Brand. Wise Move or Foolish Masquerade?

As a coffee lover and admitted coffee snob, I've followed the trials, successes and tribulations of Starbucks for many a year, both from the inside as a patron, and the outside as a curious follower of brand trends.  As an NPR article notes (Starbucks Shuns Name At New Cafe), the Seattle based coffee behemoth recently opened a "new kind of store" in Seattle's Capitol Hill neighborhood that gives nary a hint of its ownership, save for the beans used to make the coffee.

Note the missing and iconic Starbucks logo out front.  In it's place, a sign stating "15th AVE COFFEE & TEA".  From the article:

For more than three decades Starbucks has been building a brand, spreading its name around the globe.  Now the company is setting aside that corporate image as it tries to create a store with the vibe of an independent neighborhood cafe.

"We'll be handcrafting beverages, using French presses and traditional espresso machines," says D. Major Cohen, the cafe's project manager.

Customers can grab and go, or sit in this spare and sophisticated space that looks and feels more like a wine bar than a coffee shop. And the menu is also different, including wine and beer along with cheese platters and other fare. 

The new concept is a "re-imagination" of Starbucks, Cohen says.

This is an intriguing move by Starbucks, born out of CEO Howard Schultz's proclamation back in January, 2008 that the company he started needed to "return to its roots" (see ConsumerPassion post: Starbucks Announces Return to its Roots).  The question that begs asking:  does Starbucks need to ditch its name and all hit of its brand to pull off that much needed return?  My answer is no. I think you can bring back the neighborhood coffeehouse essence without masquerading as a mom and pop neighborhood cafe.  What's your opinion? 

How Far Would You Go To Protect Your Butterfinger Bar?

Butterfinger recently unwrapped details of a user-generated video competition called "Nobody's Gonna Lay A Finger On My Butterfinger".    Butterfinger says it's searching for "an irreverently-clever, commercial creator".  And that directorial talent-in-the-rough will have the opportunity to see his or her video air as a national 15-second commercial. 

"We know that no one can express the one-of-a-kind Butterfinger experience better than a real-world fan," said spokesperson Tricia Bowles of Nestle USA Confections & Snacks, "and since our biggest fans are also avid social media users, we're hoping to find 'a vlogger with a vision' to potentially become the next commercial video sensation."

The skinny:  contestants can submit a video at www.protectmybutterfinger.com (up to a minute in length) in one of the following four categories: 1) Best Use of a Gadget; 2) Epic Fail; 3) Sweetest Kung Fu Moves; and 4) Workplace Shenanigans.  Amongst other requirements, each video must incorporate a Butterfinger bar, showing how far one would go to protect their Butterfinger, and must include the tagline: "Nobody's Gonna Lay A Finger On My Butterfinger."

One grand-prize winner will receive $25,000, and have their video featured in a 15-second TV commercial, as well as online on the Butterfinger Comedy Network, the Butterfinger Facebook page (Facbook.com/Butterfinger), and www.ProtectYourButterfingerBar.com. The grand-prize winner also receives a one-year supply of Butterfinger candy bars.  Additionally, three first prize winners each will receive a $1,000 check and a one-year supply of Butterfingers.

In an interesting marketing/social media/passionate consumer twist, Butterfinger is tapping the creative talents of four 'FUNterns' (picked from a nationwide summer job search pool).  These social media savvy brand ambassadors will, according to Butterfinger, "tweet, text, vlog, blip, flickr, digg, and then some" about the video contest and their summer adventures hanging with the Butterfinger bunch. Why didn't they have summer jobs like that when I was a teen?  

Capitol Hill Goes to the Dogs: National Hot Dog Day 2009

   

We Americans are passionate about our hot dogs (mustard and relish please, hold the ketchup), and July is the month we celebrate this tasty backyard tradition.  July is National Hot Dog Month - designated so back in 1957 by the U.S. Chamber of Commerce - with two notable days:  the hot dog eating contest at Nathan's Famous on July 4th, won for a third consecutive time by American (yes!) Joey Chestnut, who consumed an unfathomable 68 weiners (with buns) in ten minutes;  and National Hot Dog Day, which takes place on the third wednesday in July, marked by the annual Hot Dog Lunch on Capitol Hill.  That happened to be yesterday, July 22nd, and NOT July 19th, which hundreds of people on Twitter were ignorantly celebrating as the big day.  Sometimes you have to dig a little.  For whatever reason, National Hot Dog Day does not draw a lot of attention, so I went to the source to confirm the festivities:  the National Hot Dog and Sausage Council (thanks Tom!). 

This year's Hot Dog Lunch, an invitation-only event for members of Congress and their staffs, was held at the Rayburn House Office Building, drawing some 1,000 people, including members of the House and Senate, Hill staffers, industry officials, media, and in a nod to the relationship hot dogs and the great American pastime have, baseball greats Phil Niekro, Vince Coleman and Jack Morris.

From the American Meat Institue press release: 

The Annual Hot Dog Lunch, which was hosted by Rep. Collin Peterson (D-MN) and Rep. Frank Lucas (R-OK), remains one of the most popular events of the summer on Capitol Hill.  

“There are few icons more recognized in U.S. culture than the hot dog,” said AMI President and CEO J. Patrick Boyle.  “Year after year, this social event on Capitol Hill, which is one of the most popular of the summer, is a testament to the continuing national – and bipartisan – popularity of hot dogs.” 

In coordination with Hot Dog Lunch and National Hot Dog Month, the National Hot Dog & Sausage Council unveiled a new, interactive map on its Web site, Hot-dog.org, eaturing hundreds of hot dog restaurants across the country.

“Members of Congress represent constituents throughout the country, but as you will see from the map, the hot dog is pretty well represented, too,” said Council President and Queen of Wien, Janet Riley.  “Whether you are visiting a particular region and want to find the hometown dog or want to send the link of your favorite restaurant to a friend, you can find it on our new map.  And if you don’t see your favorite place to get a hot dog, let us know and we’ll be sure to add it!” 

 

 

Chipotle Returns The Love, Will Pay $10,000 For Best User-Generated Ad

Chipotle, that wonderful purveor of ginormous, super delicious burritos, announced recently that it'll pay one winner $10,000 for their ad submission ... and may put the winner’s favorite food combination on its menu as part of its “My Chipotle” advertising campaign.  The Mexican grill chain launched the user-generated campaign in May, without the lure of a ten grand prize. 

“When we launched the My Chipotle campaign, our intention was to harness the power of our most loyal fans and to empower them as messengers for Chipotle,” said Mark Crumpacker, chief marketing officer of Chipotle.  “While we have received hundreds of submissions and registered thousands of users at the My Chipotle website, we wanted our customers to know how much we appreciate their contributions to the campaign by giving them an opportunity to be rewarded for their best submissions.”

I'm always on the prowl for a better way to explain what ConsumerPassion is all about, and Crumpacker hit my nail on the head when he said their intention was to "harness the power of our most loyal fans and to empower them as messengers for Chipotle".  Amen.  There's no better way to ignite your marketing than to empower your customers by super serving them and exceeding their expectations.

From the press release:  

Winners will be determined by a panel of Chipotle marketing staff and the company’s advertising agency based on how well they discuss Chipotle menu items while remaining consistent with the company’s values and image.  Chipotle will announce winners August 26.

The first prize winner will receive $10,000 and may have their burrito added to the Chipotle menu for a limited time.  Second prize is $5,000 and a party at a local Chipotle restaurant for 50 people, and third prize will be burritos for a year (amounting to one burrito a week for a year).  Additional prizes will also be awarded. To be eligible for the contest, entries must be submitted via mychipotle.com by August 14.  Any spots submitted to mychipotle.com could be used in the company’s ongoing advertising.

Find a Domino's 'GreenGraffiti' Ad, Win Free Pizza

Have to hand it to the major pizza chains, they never lack for new marketing ideas.  Domino's, a leader in embracing digital communication technology, is adding a brick and mortar, guerilla-style street campaign.  And when I say street, I mean it literally. 

You might've seen the new Domino's TV spots promoting its 'Legends' speciality pizzas (great ads, by the way).  To help promote these new pies, Domino's has "strategically blasted", using high-pressure water sprayers, 220 logos onto sidewalks in three 'legendary' U.S. cities:  Los Angeles, Philadelphia and New York. 

The promotion, which began July 9th, offers $15  gift cards to the first 250 people to email pr@dominos.com and submit a photo of them with a GreenGraffiti sidewalk Domino's logo.  From the press release:

"This is different because GreenGraffiti cleans part of the sidewalk and leaves ads behind," said Tim McIntyre, spokesperson for Domino's Pizza.  "At first glance, it appears that something's been painted onto the sidewalks.  In reality, we're just removing dirt and leaving ads behind.  Domino's is one of the first companies to use GreenGraffiti in the U.S. and has added the unique twist of an old-fashioned scavenger hunt for our consumers to have a little fun."

The skinny:  Individuals with qualifying photos can submit their photos and mailing addresses to pr@dominos.com for a chance to win. Domino's will post contest winners' photos on www.flickr.com.  No purchase required to enter or win.  Submitting a photo to pr@dominos.com gives Domino's the rights and permission to use photos for internal/external purposes.  Contest is open to legal U.S. residents age 13 or older.  Void where prohibited.  The contest began July 9, 2009 at 12:01 p.m. ET  and will end on the earlier of July 17, 2009 at 11:59 p.m. ET or the time when 250 winners are confirmed.  Each winner will receive their $15 Domino's Pizza gift card in the mail.

Borders and Waldenbooks to Host 'SpongeBob Day of Happiness' Kids Party July 18th

From the press release:

In celebration of the SpongeBob SquarePants' 10th Anniversary, Borders and Waldenbooks stores nationwide will host a "SpongeBob Day of Happiness" kids event July 18 beginning at 2 p.m. Kids of all ages won't want to miss this opportunity to enjoy an afternoon of free fun in honor of the quirky yellow sea sponge, his zany sidekicks Patrick and Squidward and all of the inhabitants of Bikini Bottom.In addition to enjoying a variety of entertaining activities, fans can also look forward to receiving fun prizes and giveaways including ponchos, magnets, temporary tattoos and balloons. (Prizes and giveaways will vary by store.)

To find out if your local Borders or Waldenbooks store is hosting a "SpongeBob Day of Happiness" party, click the Store Locator tab on Borders.com and search for your favorite store, and then click on the store's page to view a list of upcoming events. Events may vary from store to store.

Interesting facts about Mr. Squarepants (via Wikipedia):

• In 2007, Time Magazine name it one of the greatest television shows of all time

• SpongeBob is one in a long line of cartoons designed to appeal to adults as well as children.  Certain innuendos, in particular, are intended to go over younger viewers' heads.  For example, SpongeBob tried to show his grandma that he was a mature adult by wearing sideburns and a derby, and listening to free form jazz.