Ok, not really “getting their drank on”, but definitely getting a bit wild/risky in terms of their typical brand image. I was going through some of the blogs of my peers and I found this on Chris Neels’ Blog. I actually really liked what Chris had to say, specifically: “If it becomes an alcohol selling establishment, the store could attract a new segment (good), but could lose another segment (bad), due to the change in image.” I can definitely see the segment they are trying to get at: those wanting to just go out for a drink to a near-by relaxing place after a long day. But I am also quite worried about the effect this has on their current image and segments. Seriously, I think it would just feel weird to be asked for my ID at starbucks…
Also starbucks will have to deal with all the “abusers” of alcohol–which creates a completely different environment in itself. The “comfort” and “safety” feel that starbucks currently has may be tarnished by those occasional “abusers”. Granted, I think its safe to say that the “abusers” won’t choose starbucks as their “venue” most of the time, but the occasional times that the “abusers” do choose starbucks can be enough to create a bit of a shift in the perception of store environments in general.
My guess is that the “testing” that is going on with the Starbucks stores in Seattle will prove that the idea is unfit for the company, but I will update this post if I hear otherwise.
(as you can see, I am not good at editing photos…but you can see what I’m getting at with the picture)