Starbucks- double expresso shots free and a friendly chat.

Last night I saw a tweet  informing me that Starbucks were giving away free tall Lattes until 12pm. I then saw a late night advert for the same, explaining how the coffee giant wanted to get to know you and cared about you the consumer individually. Nice idea and even nicer to give something away for free I supposed. This is clever, a) in a time of economic downturn when a coffee is a treat and b) in a society where nothing is ever free.

Where is the catch? Apparently none, for all you needed to do was tell them your name. Now many a foodie or coffee connoisseur would turn their nose up at Starbucks- where is the originality, individuality and support for the solo high street trader? I do agree in part but again free = a rare novelty. As a freelancing Advertising Account Manager I wanted to see if this worked to draw the customer in. Of course our answer is YES.

The personal touch at Starbucks

I dropped into a Starbucks in Angel's busy Upper Street - there was a choice between 3 shops, and  all of them being the same, I went for the shortest queue. Entering, there was a buzz and service was efficient as usual. I learnt that the deal was for Starbucks to promote their new double shots and to get to know their customer intimately.  I was asked for my name. I gave it and 3 minutes later the drinks maker smiled and asked how to pronounce Imooor ghhen?

'IM MOW JEN' I pronounced

This sparked the question 'Where is your name from it is unusual?' Other customers turned and smiled- Andy who I knew by the name on his cup nodded  and I explained it is English from one of Shakespeare's plays.  When have any of us had such an exchange in a fast turnaround cafe? I can count on my hand the number of times a restaurant/cafe/bar has asked my name and sparked off a mini conversation. In an anonymous city like London, where smiling on the tube at fellow human beings is a "no no" for fear of being thought strange, this was a lovely thing. Immediately this Starbucks clone turned into a mini community.

It did not stop at the counter either. The busy atmosphere meant the tables were full but I squeezed on to one with Elaine, (The cup told me her name) who looked up and we exchanged pleasantries.

A chat between staff and customers- Starbucks

Andrei (the manager I assumed) talked to those in the queue, enquired about their countries of origin and wished  them a good day. It was warm and friendly. In a chat with him he said they had served 3000 lattes since 6am. Kings Cross served many more as they are open 24hrs. I thought New York was the city that never slept!

Well this social networking stunt by Starbucks did lift my morning spirits indeed. A good mini social experiment and advertising ploy, which brought Starbucks into the minds of many for 12 hours.

As for the coffee- it was fine for me and stronger than usual- due to the extra shot. I have nothing more to say on it. It may be rare nowadays but 'Who says nothing is free in this life?