That happened to me. I only nodded yes in answer to the question but in my mind, I said, "Well, if it wasn't urgent why would I share?" It was an unfortunate reply to a TP request. Here's why:
- You start to notice more things about that location: dirty tables, chronically overflowing garbage, the WC itself is filthy etc.
- You start to remember the other service lapse the last time you were there: no milk canisters out and when you tell them of this, they say they're there. When you show the sole empty canister, they take it from you and start to fill all canisters to put them back out.
- You remember burnt coffee.
- You wonder about things you can't see but can imagine: are the fridges at the right temperature, do they clean the display case, how food is treated generally, do they adhere to a clean up schedule?
- You wonder where the managers are and you think that the staff at this location have low morale.
(In fairness to Starbucks, I provided feedback about the store and received an acknowledgement.)
Normally, I would not have shared this story because, honestly, it was gross. Then this whole new Starbucks logo redesign came about. I saw many articles (this, for example) reporting and analyzing. And I saw the video from Howard Schultz (see below).
Anytime I've worked on a value proposition, branding or logo project, there was no shortage of romance. Selling the idea to your customers during market research, selling the idea internally to management and selling the final product to the public required no small amount of lovemaking. The only things missing were roses, candelabras and a diamond ring. But despite the romance, we always had to ensure there was truth that went along with it.
And this video is no different. I think my favorite is the comment that this new logo represents the essence of the brand: love of coffee, the relationship with partners and the connection with customers. Given my recent experience, I couldn't help but think of "lipstick on a pig" (not an entirely fair thing to say). As a customer, I didn't feel any kind of connection with them that day (or this day) so I'm not sure how a new logo will enhance or improve upon that.
And so, as they move to launch new products to launch in their stores to complement the traditional offering, I'm not so sure I'm inclined to believe in it. I applaud the willingness to expand on their model. They're feeling the heat from Dunkin Donuts among other competitors. That said, I wish their work as they improve upon the brand would also include effort on superior (and consistent) customer experience and not only a refreshed logo.
After all, if there is truly love of coffee, a good relationship with partners and strong connections with their customers, then it may or may not matter what the logo actually is.