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Starbucks gives people what they say they want: red and green holiday mugs.
On Thursday, the company unveiled four new holiday mugs: one with red stripes, one with a green diamond pattern, one with red and white flames and one with red and green mistletoe-like coffee cherries. .
Starbucks has been introducing new holiday cups every fall since 1997. Some designs have polarized and sparked a debate over whether the goblets are noble enough. This year, Starbucks is looking into the holidays.
"We listened to our customers," said Roz Brewer, Chief Operating Officer of Starbucks. They said that they "loved the Christmas tradition," she added.
Starbucks discovered what customers were looking for in different ways, Brewer said. Employees asked for comments and comments in person, and the company collected information about preferences via its digital platforms, such as the mobile app.
Starbucks uses seasonal items to create excitement for the products and help market the brand. This year, there will also be a big marketing drive behind the season's cuts as part of Starbucks' global media strategy, Brewer said.
To give guests an overview of the holidays, Starbucks draws inspiration from its own Starbucks Christmas Blend coffee. The result is "not only retro, but true to who we are," Brewer said.
The cups of last year were white with scribbles, designed to allow people to color the lines. "Holidays mean something different for everyone," the company said in an advertisement showing two women looking around at a cafe. The campaign served as a lightning rod for controversy, with some praising and criticizing the brand for its seemingly lesbian role.
In 2015, Starbucks said it removed the "symbols of the season" used in the past, including reindeer and ornaments, to the benefit of a simple two-tone red mug. In response, a reviewer posted a video that went viral, claiming that the company had removed "Christmas from their mugs because they hated Jesus".
In response, Starbucks said its goal was "to create a culture of belonging, inclusion and diversity". The cup is a "blank canvas" that encourages "customers to tell their Christmas stories in their own way," Starbucks added at the show. time.
Brewer said this year's decision to follow a more traditional path was not an answer to these earlier controversies.
"We learn from everything we do in our stores," she said. Last year, the cup "did not resonate with some, [but] it had a resonance with others.
In addition to debuting cups, Starbucks will begin selling new holiday-themed treats, such as Danish sugar pastries and pistachio honey croissants, and will bring classic holiday drinks such as mochas to peppermint and gingerbread slates on Friday. In addition, Starbucks will distribute to customers limited edition reusable red cups until stocks last Friday.
"Our customers have come to expect" holiday mugs and food products, Brewer said. "I think it's exciting for them."
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