Bei Starbucks sind Baristas nicht einfach nur Baristas

Für Starbucks sind Baristas Markenbotschafter, sie sind „merchants of romance“, „disciples of delight“. Die Firma investiert Millionen in ein Führungslabor und in Großveranstaltungen hinter verschlossener Tür, um seine 9.600 Caféhaus-Chefs auf Linie zu bringen. Lohnt der Aufwand?
Mehr lesen bei Fast Company

„Starbucks’s Leadership Lab is, as its name implies, part leadership training, with a station that walks store managers through a problem-solving framework. It’s also part trade show, with demonstrations of new products and signs with helpful sales suggestions, such as “tea has the highest profit margins.” The majority of experiences are meant to be educational, including several that give store managers access to top managers of the company’s roasting process, blend development, and customer service.

But what makes the Leadership Lab different than a typical corporate trade show is the production surrounding all of this. The lights, the music, and the dramatic big screens all help Starbucks marinate its store managers in its brand and culture. It’s theater–a concept that Starbucks itself is built on.

“The merchant’s success depends on his or her ability to tell a story,” writes Schultz. “What people see or hear or smell or do when they enter a space guides their feelings, enticing them to celebrate whatever the seller has to offer.”

In this case, Starbucks is selling its employees the Starbucks brand. And it has given the Leadership Lab the same attention to detail as its store ambiance.“

Mehr lesen bei Fast Company

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März 2018
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