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Starbucks To Deliver in 2015: Genius Marketing Or Epic Fail?

Starbucks is the experience. It is not about the delivery. I like the time I placed my fresh drink on the roof of my Jeep, it fell and splattered everywhere, but by the time I walked in the door to get a new one they already had it made FREE on the house. Cool cool coffee beans. But in a snowstorm, I might rethink this!
Starbucks just announced that starting in 2015, they'll start offering limited food and beverage delivery in some markets.
It's a move that could either fail miserably or explode tremendously.  But either way...it's got people talking.
Starbucks CEO Howard Schultz made the announcement on Thursday.
"Imagine the ability to create a standing order of Starbucks delivered hot or iced to your desk daily," he said during a conference call following their third quarter earnings report.  
"That's our version of e-commerce...on steroids!"
It also may be a tremendously stupid idea....on steroids.
Let's examine this from the marketing perspective.
First of all - in terms of public relations, nicely done.  Everyone and their (hipster) grandmother is talking about Starbucks right now.
Heck, my first reaction was excitement.  Not because it meant I could get a delivery of Starbucks...but ... more

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