Marketing Currents - Business and Marketing Current Events

Starbucks is investing in automation to halve the time it takes to make your Frappuccino


Starbucks investor day — the widely anticipated annual event that was expected to usher in a new era of leadership and give details on the company’s teased reinvention plan — started with an introduction of a new beverage and ended the morning session with the discussion of store growth.

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Discussion Questions:

  1. What is equipment automation?
  2. Why is Starbucks investing $450 million in equipment automation?
  3. Based on what you learned in this story, will the new equipment eliminate the need for baristas? Why might that be important?
  4. What is the “third place”?
  5. How does the third place represent Starbucks’ positioning strategy?
  6. According to this story, how is the third place changing?
  7. How might that impact the way Starbucks markets (and positions) the brand?
  8. What is customer experience?
  9. Why is Starbucks committed to enhancing the customer experience?
  10. What are they doing to enhance the experience, based on what you learned in this news story?
  11. What is brand loyalty?
  12. How does Starbucks create brand loyalty?
  13. Based on what you read in this news story, what is new about the Starbucks Rewards program?
  14. Why do you think Starbucks is finally partnering with DoorDash?
  15. What are some new products that Starbucks will be offering?
  16. Why is it important for the company to continue introducing new menu items, flavors, and product lines?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.