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Starbucks to officially market customized frappuccinos
March 16, 2010
While some customers have asked for their Starbucks frappuccino with soy milk, light syrup or other customized requests, the company has been hesitant to allow for the complete customization of its frappuccino beverages. However, Starbucks will officially market the drink as a have-it-your-way beverage beginning in May.
According to a story in the Wall Street Journal, Starbucks will begin to allow customers to design their own frappuccino beverages in an effort to boost summer sales.
From the story:
A rollout years in the making, the customized frappuccino is set to make its debut in early May in the U.S. and Canada. Starbucks is hoping its sales will help offset the seasonal slowing of hot-coffee sales during summer. Any boost in frappuccino orders also would strengthen a weak portion of the Starbucks day—the afternoon, when iced drinks are most popular, the company said.
The launch has the potential to expand the coffee chain's customer base, said Annie Young-Scrivner, global chief marketing officer for Starbucks. The 15-year-old frappuccino has a strong history of luring newcomers to the Starbucks brand—particularly 18- to 24-year-olds, an age group for which the custom-made frappuccino is ideal, Ms. Young-Scrivner said.
The company also is gearing up for the promotion by teaching baristas a more effective production process and supplying them with better equipment. And during a recent test run of the product in Dallas, Young-Scrivner told the WSJ that baristas had no trouble managing enthusiastic consumer response. The new approach "should not increase" the wait for drinks, she said.
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