Starbucks decided to distribute coffee for free on Monday (10) in the United States. But with the price of commodity by hitting a record, what does an action like this communicate? What’s more, who pays the bill?
This Sunday (9), is held the Super Bowl, the final of the football championship. Since many Americans are awake late to follow the attraction, Monday Post Super Bowl is usually very sleepy.
Therefore, the company has decided to hitchhike at the country’s most media sports event to create Starbucks Monday, in which it will distribute coffee for free in all its US stores.
It is a bold action and has already achieved its goal, which is to draw attention to the brand.
But it reveals a lot of the logic behind the coffee and roasting market at a time of rampant prices. While independent establishments struggle to keep in the market and pass on readjustments without chasing customers, the Seattle giant distributes coffee for free.
Networks like Starbucks profit with much more than grains. They are foods and drinks that take everything – xaropes, milks, whipped cream and so on – besides coffee.
Many of these drinks, by the way, are sold at prices well above competitors, such as Dunkin – of their main opponents in the US – and Luckin Coffee, in the case of the Chinese market.
That is, the coffee for free on Monday has been paid a long time before, through overpriced frappuccinos.
Another factor is the false impression of coffee devaluation. By distributing coffee for free, the company masks the fact that the product is priced at the heights and facing successive increases – it may even be a problem for the network itself in the future.
Of course, a free coffee day will not break Starbucks. In fact, the visibility that the brand gains with such action certainly compensates, at least in the short term.
But in a very short time Seattle company will need to make significant increases in its frappuccinos, Americans, lattes and company.
So, how will you justify the extra dollars by cups that were once distributed for free?
Decreasing the value of coffee in tired price times does not help the industry or the company itself.
It can be a shot in the foot, as there is no free coffee.
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