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Wednesday, October 11, 2006

American Marketing: Finding Exciting New Ways to Give You Less For More!

Now I know you have all heard about and probably so far experienced Starbucks price hike. The company said it would be no big deal "just a nickle" what harm could that do, right? And Stephen Colbert belittled the discontented murmur on The Colbert Report, teasing that the increase will cost him all of a nominal $8.00 over the course of the year.

Price increase, smice increase I say. Why? My standard order, Mocha Frappacino Tall no whip, went up to $3.15. OK, fine, I say. I want it anyway. But when I got the cup holding that delicious cooling wakeup juice what did I behold but the cup is smaller! Ever so slightly so you might not notice. Which is most likely the objective. And if you were a w/ whip person rather than a sans whip like myself you really would not notice.

But I did! I have slugged a good many into my car's cup holder and continued on my driving around town errands for work. Normally the cup, condensation and all, fit nice and snug. Now I know my car is deteriorating, ever so slowly, and who isn't frankly. But not so that a cup would now have room to spare! I picked up the cup to take that first sip at the next stoplight and it felt different even. I took a good long look at the cup, looked back to my sense memory of the last Mocha Frappacino no whip I'd had and the cup is shorter and slightly skinnier.

Not that anyone in America really needs the few extra calories you'll now miss in your smaller more expensive Starbucks. I certainly don't. It's just a little underhanded and unseemly. Remember the Andy Rooney segment on 60 Minutes where he complains that the volumn in a can of coffee is ever shrinking? Well, they do it to us at every turn and at the same time announce "New and Improved!".

Despite the enthusiastic protestations of the Founder and CEO of Starbucks claiming love of the product and committment to quality, and health insurance to his employees, it seems he also has a healthy dose of committment his bottom line as well. More fleecing... oi.

1 comment:

demondoll said...

The stinkers. And did you know that there is an available size called the Short, but that franchisees are discouraged from adverting it? Maybe I heard it from you... anyway... the only difference between the Short and the Tall is the amount of milk put in the cup.