15–12–125 or How Starbucks Lost Their Fun
I don’t know how often you go to Starbucks but I’m there far too often. And it’s not nearly as fun as it used to be.
There used to be a game that every single person in Starbucks was playing called “How Will I Get My Free Drink This Time?”
How will I get my 12 stars? Would it be 7 venti lattes, 2 sandwiches, and 3 frappes? Would it be 11 iced coffees and 1 extra hot double tall two pump white mocha? Or would it be 12 tall black coffees?
There was mystery to getting your 12. Every time might be different. Every time could be like the first time.
Change used to be good at Starbucks. Back in the day you needed 15 stars. Then they changed it to 12. And the people rejoiced!
But recently it’s gone from 15 to 12 to 125.
Maybe it’s a good idea. But it’s not fun.
Why? Because it takes out all of the mystery? You get a star for every .50 you spend, 2 stars for every dollar. Ho-hum. There’s no more strategy. There’s no more game. There’s no more fun.
As it stands, I know I will spend $62.50 to get 1 free drink. As it stands, I find that very boring and believe Starbucks has lost part of its soul.
Having said that, Starbucks, I think the magic is gone, but I’ll see you on Monday anyway.