Starbucks Shuts Down to Get Press, uh I Mean ‘Refine Skills’

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Starbucks closed their doors for 3 hours to teach 135,000 staff how to brew perfect coffee.

This mild staff motivator was most definitely a spectacular PR stunt. Thousands of Starbucks non-regulars, and even enemies of the brand will drop in to see if there’s now a difference.

The shutdown was necessary. Saying “our coffee is now better,” doesn’t work. There needs to be dramatic action to get huge attention.

NY Times link

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