Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Starbucks rethinks stance on young customers

Aware of the pitfalls of being seen as trying to lure kids to drink sweet,
caffeinated beverages, Starbucks has for years insisted that it does not market
to children–even as stroller traffic jams build outside some stores and
teenagers pack others. Now, the company is revising its stance, acknowledging
that the under-18 set is part of the chain’s customer base.

~A

Starbucks rethinks stance on young customers – Food Inc. – MSNBC.com
Kamyra L. Harding never gives her son coffee or soda, and rarely opts for treats such as chocolate cupcakes. But about twice a month, the mom does give in to her 4-year-old son Garrett David Brand’s request for a Chai tea latte from Starbucks.

“People here already know us,” Harding said on a recent visit to a Starbucks on New York’s Upper West Side. “They know we want extra milk.”

Garrett has been a regular Starbucks customer since “he could hold a cup,” his mother says. Now when he passes a Starbucks he says, “I want to buy this tea.”

Starbucks, keenly aware of the pitfalls of being seen as trying to lure
kids to drink sweet, caffeinated beverages, has for years insisted that
it does not market to children — even as stroller traffic jams build
outside some stores and teenagers pack others.

Advertisements

Filed under: food, Gen Y, living target, Teens, Tweens

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Categories

Blog Stats

  • 370,760 hits
%d bloggers like this: