Starbucks is one of the most recognized franchises in the world thanks to its variety of beverages, as well as the good management of its image as a marketing strategy, so it is not surprising that the brand chooses to sell its products to third parties.
In 2015 the brand will be estimated as the largest coffee shop operator compared to a long list of firms such as McCafé, Costa Coffee, Ediya Espresso and Doutor Coffee Shop, according to the Euromonitor comparison.
With this in mind, the company began to market its products between thermos, mugs, t-shirts and coffee within platforms such as Free market or in their own branches, however, something that is not for sale are the umbrellas that some outdoor stores wear.
The case
In social networks, a TikTok went viral in which a young woman accuses her mother of having ‘stolen’ one of the Starbucks umbrellas, which reached more than 74 thousand views within the platform and dozens of comments about it.
Although the woman denied the accusations, in the comments some users expressed: “How do you mean, ma’am? There it says Starbucks “,” Out of a joke if I steal it from anyone they give the furniture away “,” Let him paint the letters and fix it. “
The truth is that the user @nasochami explained that the manager of a branch is a friend of her family, so after the boss of the worker asked her to throw it away, she offered it to her mother. The woman pointed out in the video that they donated it to her because it was no longer useful and they were going to throw it away.
Sustainable Starbucks and a missed opportunity
One of the differentiators of the brand is its sustainable vision, for which it has implemented ecological stores and a green benefits program, which rewards the participation of customers to be more aware of pollution.
“We are convinced of the importance of taking care of our planet and of working to encourage others to do the same. For this reason, in our stores we promote different practices in order to have a positive impact on the environment ”, says the brand from its website.
At a time when being sustainable is a key to the success of brands, because according to a global study commissioned by Zeno Group, 94 percent of consumers consider it important that the companies they engage with show their interest for sustainability issues.
With this in mind, the act carried out by one of its workers could become a new Starbucks campaign in favor of sustainability, since recycling a product and prolonging its life time is a fundamental part.
An example of this is the growth of the second-hand clothing market around the world, since in 2020 the value of this sector was estimated at 27 billion US dollars and it is expected that by 2025 it will reach 77 billion dollars, according to data from GlobalData and Thredup.
It is important to note that during the second quarter of Starbucks fiscal 2021, the coffee shop chain generated revenues of approximately $ 6.7 billion. Between January and March of that year, the US company’s revenue increased by around 700 million compared to the same quarter of fiscal 2020. While Starbucks annual revenue amounted to 23,518 million dollars, 3,000 less than in 2019, from Statista agreement.