Starbucks in Brazil and a little piano


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#719 in the Project was taken from a blogpost by @markosul:

starbucks brazil

Buzzing on Starbucks in Rio
Warning: the following may make you feel the full weight of the modern guy/gal’s addiction to well-produced low-cost goods consumed en masse. (Yes, Starbucks.)

siren-bookOur last night of holiday travel, we were in Ipanema and decided to get a coffee. We’d heard there was a Starbucks in Rio since 2008, and felt compelled (read: coerced) by The Green Mermaid to consume massive amounts of latte.

I don’t know where to begin with the irony here. Drinking coffee from an American mega-brand in Brazil is like being excited to see Two-Buck-Chuck Shaw Merlot in a grotto in Tuscany…or buying US snow from Eskimos. In fact, the shop was selling “Brasil Blend” grown in north Brazil, packaged in Seattle, then sent back to Rio de Janeiro to be sold in the exclusive Barra District in the Zona Sul of Rio.

And I loved it. I was buzzing. This was our first encounter with Starbucks–or any mega-corporate café–in six months. Six months! The sizes were the same: tall, grande, vente. No trenta “bladder killer.” Even so, the standard sizes In Latin America look far smaller than “tall.” Brasileiros usually measure their drinks by the milliliter–something specific, scientific and honest.

But it was so pleasant to be insatiable again

As a rainstorm coalesced and began dumping Lagoa, we sipped out lattes and listened to the evening mall entertainment: A Brazilian pianist named Glaucio Christelo was playing rock songs on a baby-grand, Nordstrom-guy style–except he was urban-hipster playing Green Day, Coldplay, U2, and Nirvana. He even had mall groupies and a DVD/CD.

We finished our cups, I saved mine as a kind of un-souvenir. Then I spilled residual chocolate syrup on the bedsheets at the Golden Tulip Inn, and became frightfully embarrassed about how deeply the claws of North American superconsumption still remain fastened to my limbic system.

Now I need a trenta.

Marketing Lagniappe Takeaway: Find ways to entertain your customers by creating memorable experiences. This mall takes a cue from Nordstrom and hits the right key.

Today’s Lagniappe (a little something extra for good measure) – Here is our pianist Glaucio appropriately playing, “Wish You Were Here”:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? Are you Giving Little Unexpected Extras?

What’s Your GLUE?

Download the FREE eBook here

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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