Cafe WARS–Starbucks vs Rituals- Why are some of us crossing the floor
A year or two ago my line was “
“STARBUCK!!!! ….NOT AT ALL!! .….
I am staying with my local RITUALS”
“It is the same coffee only RITUALS has the true Trini flavour!!!…”
“Just now STARBUCKS has to pack up and leave here RITUALS have the Caribbean covered”
Fast Forward to August 2023 … I cannot tell you the last time I went into a Rituals
WHY?
Being the curious marketer that I am, I began to ask myself why.
WHY ME, a devoted customer of Rituals, gravitate in a somewhat evolutionary way to STARBUCKS?
After thinking and scribbling for a while I came up with the following things.
1) The Underlying peer pressure triggered by excellent marketing
Starbucks is a globally known brand and is seen as a place where people go to feel good!
I have had a friend state ” I go to STARBUCKS to get over my hard day!!”
Through the promotion of Starbucks’ history and the company’s determination to give the average person the best coffee-tasting experience; Starbucks has made a compelling name for itself globally and in Trinidad and Tobago.
The company’s product became accepted as a staple food for all activities. People even drink Starbucks at sporting events.
This kind of inviting advertising has made many in Trinidad and Tobago long to be part of this group.
It is this desire to go all around that invited me to visit Starbucks
In Trinidad and Tobago, it is fashionable to be seen with a Starbucks cup or in the Starbucks ambience. This is the look that Trinbagonians see in the movies and on televised programs around the world. Starbucks is IT!!!
But then I asked myself “What imaging/branding does Rituals Coffee have?” What is the story of Rituals?
Besides the discussions I saw on Television between Mario Sabga and Anthony Bourdain ( https://youtu.be/11tRm6P9lZ4?si=xGCALKLEdfFZsEeO ), I knew little about the Rituals Coffee story. I never got that compelling marketing promotion that catalysed a dedicated community of patrons around Rituals. Nothing that the average Trinbagonian wishes to identify with.
2) Ambience
During my inquisition I asked my mother and a few friends what they thought about the “Rituals- Starbucks war” (I said it like that to be dramatic) and the responses clearly highlighted different reasons for their shift (or shifting) to Starbucks.
My mother, a critical 77year old lady said, “AMBIENCE !!!”. Although I do not necessarily agree that Starbucks’s ambience is markedly better than Rituals I do believe that Starbucks’s is more consistent. If we are to compare the Starbucks Cafe at Movietowne Port-of Spain to that of Rituals at the same location we will be able to see the point made by Starbucks fans like my mother.
3)The People and the Processes
I always get the feeling that Rituals Coffee House is understaffed or maybe they are not as organized or maybe the production process is off or is it that the staff are not as trained or is it all of the above?!!
Whatever it is it seems that Starbucks staff members are more organized efficient and polite. This adds to the Customer Experience at Starbucks and also the Starbucks brand.
Pleasant staff that are efficient triggers loyalty as customers want to come again and drink up all that politeness.
4)Consistency of products
I do not care what anyone says but Rituals Blueberry Scones are to die for. I LOVE THEM.
I always wash that down with a fantastic Spice Chai Tea (no latte for this lactose-intolerant man).
To me, I just described a room in heaven for you. Try it one day but remember you must have time to sit in ritual and each it slowly.
Though I love this combination there are times that I made my order and got a Spiced Chai Tea that tasted like hot-flavoured water.
In Starbucks, my go-to drink is The Iced Shaken Expresso with oat milk. I have gone to Starbucks in many locations around the island and the drink is “Consistent-GOODNESS”
5)Presence
Starbucks’s large sign and curbside presence, Movietowne Port of Spain
Again using Starbucks Movietowne as an example. There is no way you can miss the Starbucks
signage or its curb-side delivery spots in the uncovered parking lot in the front of the complex.
This presence subliminally ensures that Starbucks is remembered by all patrons of the Movietowne shopping plaza as they leave. Rituals although ten (10) metres from Starbucks does not really have the same presence. There are no curb-side parking spots and no signage that will enable both the driving and walking public to see that Rituals
Conclusion
At Winnow Consultants and Associates, we have developed a 9 Ps Strategic Marketing Mix that can serve as a checklist of areas that marketers and owners of firms can use to improve their impact on customers and potential customers.
Rituals may need to critically review its
- Purpose– Define the intent of the strategy and marketing of the company clearly and promote strategic thinking among staff
- Products– Clearly define the variety of products, the uniqueness of RITUALS’ products and ensure the consistency of quality
- Price- Ensure competitive pricing. the pricing must simultaneously represent quality and affordability
- Place -Compare their Cafes ambience etc. with that of their competition
- Promotion– Signage, History/story and the feeling they wish to promote/Brand experience. What communication channels should be used
- People– Define and monitor customer service. Ensure it is part of the Performance Management Systems. How staff meet and treat customers is essential
- Physical Evidence– Review the placement of signage, ambience, choice of colours, interior and exterior decorations
- Process– Design step-by-step operations to ensure quality and efficiency
- Productivity– Evaluate and Monitor Processes, Get customer feedback
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