Insights / public-relations

Putting the Brakes on Decaf

Starbucks recently announced that in an effort to reduce costs, they will stop brewing decafinated coffee after 12:00 noon. They’re projecting a savings in the millions of dollars and a huge reduction in waste. But it gets tricky. They will brew it if a customer asks for it, but it won’t be widely available. From their Twitter page:

Decaf available in the morning … the new policy only applies to after noon

If you ask me, this only creates confusion and from a public relations standpoint, it’s a tough message to manage. Throw in an extra wait time of 4 minutes and you may have a few agitated coffee lovers, who should be drinking decaf in …