It’s a nicely done video with just a small rough spot here and there. I like how Howard thanks his staff.
It’s certainly a good example of communicating your company’s values in ways other than organically.
It’s not theft when you give it away
Most interesting is the claim that that indie coffee shops (perhaps more accurately: McDonald’s) are stealing Starbucks’ story. You know, the story about the indie, perhaps even quirky, coffee shop that does it all while you watch.
The story Starbucks gave away in exchange for stock certificates, warehouses and cookie cutter stores.
Back in prehistoric times before there were 4 bazillion Starbucks stores, before conference calls with Wall Street, they did the things that indies have always done.
Now, they compete with McDonald’s for the McCoffee market and they buy, roast and ship prefab coffee around like McDonald’s ships prefab burgers. To their credit, it got a little better when they went to Pike Place Roast, but it still isn’t like fresh roasted indie coffee.
Coffee should be roasted in your shop for consumption that day (OK, I’ll give you a week or so), not in a warehouse in (among other places) New Jersey.
What’s that smell?
To reclaim the indie story, you have to do the things an indie coffee shop lives for (and their clientele depends on):
- roast your beans in the store, in small quantities.
- serve ground-that-moment coffee, not ground-last-month-in-New-Jersey coffee.
- roast coffee till it’s just right (rather than burn it)
The air in a community coffee shop should smell like fine coffee, rather than carry the aroma of stale french fry grease.
Congruence. Do you have it?