Listening -

 I chose to look into the new spicy drinks Starbucks just recently launched. Starbucks is always trying to launch new and innovative drink flavors and combinations, they have been in the coffee industry for so quite some time and have to always be finding way to stay relevant and compete against newer coffee shops. Based on my initial research on what consumers are saying about the new drinks, it is honestly very all across the board. 

Starbucks is known for valuing community outreach and inclusion. They are also a worldwide wide coffee shop, every customer knows that they can get their favorite drink no matter where they are in the world. They also take pride in the coffee itself. They produce high quality coffee and that is what they are most known for; compared to a chain like Dutch Bros that is more so known for their connection to customers. 

Like I mentioned before, the reviews of the new beverages have been all over the place. One of the main things I have seen talked about across the board though, is wishing they would bring back other drinks or flavors they have had in the past; for example, the Very Berry Hibiscus Refresher. 

Starbucks often will release "limited time only" beverages that quickly become fan favorites. Some examples of this being: smores, the unicorn frappe and pistachio (pistachio has come and gone multiple times. Now this is common amongst seasonal flavors like lavender or peppermint bark for most coffee shops; however, Starbucks does this with many menu items without explanation and leaves customers frustrated. Some other examples include the Bantem Bagels and the Cheese Onion Garlic bagel, more commonly known on the "Chonga Bagel"

More likely than not, these new spicy flavors will become just another menu item that starbucks discontinues never to be released again. From a marketing standpoint, this is a very intentional choice that Starbucks makes. They remove popular items which creates buzz amongst consumers, this generates earned media. Customers are constantly trying new drinks with hopes to find something to replace the ones they used to love that ended up getting discontinued. 

Others, are really enjoying these beverages. Many people have made TikTok videos doing taste tests of the new drinks and finding that they actually enjoy the drink. Some have decided that this would be their new go-to Summer drink. All of these TikTok reviews are further pushing these drinks out to consumers and making more people have the desire to try the new spicy drinks. 

I found more people saying the drinks were "interesting" or "okay" than I did people saying that they actually enjoyed the drinks. 

One of the most popular comments made about the drinks were that they were disgusting. There were countless reviews about how the spice ruined the original drinks. Regardless, of if people like the drinks or not, so many people are talking about the drinks and then going and purchasing them to try. This is all more earned media that has been generated since the launch less than a week ago. 

Starbucks whole goal is the earn revenue, and these drinks are doing just that for them. They understand that people love creating and watching taste test videos on social media and by creating a drink that has rarely been done in coffee shops consumers are doing just that. Starbucks has barely had to make any advertising or do anything to market these drinks because they can rely on word-of-mouth on social media and in day-to-day conversations. 

Starbucks hasn't really responded to what customers are saying. They are letting customers form their opinions and they know that no matter what some might say about the drink, people are still going to purchase the drink and try it for themselves. 

If I were the brand manager for Starbucks, I would respond to the comments about people disliking the drinks and give them ideas for other drinks they can add the spice to that they might prefer. I would also do more partnerships with influencers. Coachella, a music festival that many celebrities and influencers attend, just happened the same time as the launch of the spicy drinks. I would have created a tent or table that served the spicy drinks that influencers and celebrities could try and post about. Many people are also saying that they would mix these drinks with alcohol and Coachella would have been a great place to let people give this combination a try. 

I learned a lot about how big companies like Starbucks don't always have to create fan favorite drinks. They have an established base of consumers and know that people will try their drinks regardless of how many people say it's gross.