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Starbucks and Gabrielle Giffords

March 22, 2011 by Valerie Killifer — Editor, FastCasual.com

Restaurant operators talk a lot about the value of creating a memorable experience for their guests, but nothing has struck me more about the guest experience than a recent article about U.S. Rep Gabrielle Giffords and a Texas Starbucks.

Each morning as his wife rehabilitates at TIRR Memorial Hermann in Texas, Giffords’ husband Mark Kelly picks up the local newspaper and coffee from Starbucks. And each morning, the baristas there decorate her cup with a different image or message of hope. In the story, Mark Kelly is quoted as saying: "And Gabby is very interested in seeing what's on her cup every morning. It's the way she starts her day."

What a powerful statement: It’s the way she starts her day.

While restaurant chains across the country create advertising campaigns intended to drive a similar message of demand to consumers, the baristas at this Starbucks have actually delivered it. They have created an experience that has quickly become part of someone’s life. Every morning they take the time to draw or write a message, anticipating the daily routine of Giffords’ husband, who delivers the specially customized cup to his wife. It’s a great story and is one that actually made me stop and think about what it means to build relationships and create an experience.

While the story that led Giffords to Texas is filled with tragedy, what has happened in its aftermath is not. I would imagine there are opportunities on a daily basis for restaurant employees to create this type of experience for their guests. Would your employees feel empowered to do so? Do they have the sense of freedom and creativity that enables a connection to inspire?

About Valerie Killifer

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