So Starbucks announced today that they'd be shutting down all their stores for three hours today so that they can "re-educate" their baristas in the "art of espresso" and otherwise get their mojo back.
It's a clever move for Starbucks, sure to generate a whole lot of press and it shows that they are committed to improving their product and service in a way that rings a lot truer and more authentic than any ad campaign ever could.
As if to ensure that the event gets even more press, rival Dunkin' Donuts is promoting 99 cent drinks today, the synergy of the two events should prove too good for most editors to pass up.
There's also this quote from Schultz:
We are passionate about our coffee. And we will revisit our standards of quality that are the foundation for the trust that our customers have in our coffee and in all of us.And while some may question the wisdom of putting your shortcomings on display, I think it's the perfect strategy for a brand like Starbucks, a brand consumers view as very focused on product and experience. The "re-education" seems authentic to them, whereas if say Dunkin' Donuts had done it, it would have seemed forced.