Starbucks and Kids
In the Atlanta suburb where I grew up, Starbucks is now the place for teenagers to hang out after school and in the evenings. I think that's cool. There are many worse (read: illegal) things they could be doing—especially in a town where not many activities are provided for them.
Then again, I'm all about the double-skim latte. I'm biased. But I'd much rather a teenaged Baby A sneak out for a latte than for a pint of Jaeger.
Recently several QSK readers have emailed me about the media coverage of Starbucks' not-so-overt, but definitely there, attempts to market to kids and teens. Analysts on NBC's TODAY Show pinned the chain's newest line of fruit juice–based frozen drinks as a direct attempt to create lifelong brand loyalty to Starbucks.
And stories like this one in a Phoenix paper characterize Starbucks' in-the-field marketing and sampling as a direct attempt to win over the kids.
Meanwhile, Starbucks says it has never violated its promise not to market to children.
The story also makes the point that other coffee and snack chains do market to kids—the local Coffee Bean & Tea Leaf, which has similar items on its menu, gave away ice-blended drinks to kids who brought their report cards into the stores.
You know, Baby A has recognized Starbucks by name from a very young age (like 19 months). That's my own doing. And I have a feeling my own habits and attitudes are going to affect her a lot more than some marketing from coffee chains.
Wonder if I'd feel differently if it weren't about coffee? If I had a Burrito-Supreme-a-day habit instead, would I hold Taco Bell harmless for marketing to my kid, or wanting to serve her school lunch?
Where do you fall on this issue? Read the link above, or Google "Starbucks marketing to children," then come back here and comment. It'd be great to hear from parents with kids older than mine.
Comments
I'm not sure that Starbucks is so much "targeting" kids but rather trying to capitolize upon an available market segment.
Now maybe that seems like splitting hairs, but you haven't heard of Starbucks offering to subsidize math books so they can infiltrate the school cafeteria, have you? The same certainly cannot be said of Coke and PepsiCo.
Posted by: Rob O. | August 7, 2006 07:08 PM