Starbucks Lost Money on Companywide Closure. But It Was Worth It

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By
Muhammed El-Hasan
on March 4, 2008 10:43 AM | | Comments (0) |

NEW YORK (AdAge.com) -- Cost: an estimated $2 million to $4 million in lost coffee and muffin sales. ROI so far: hundreds of millions of dollars worth of media coverage for Howard Schultz's turnaround attempt; some better-trained baristas; and a rise in sales for Dunkin' Donuts.

We're talking, in case you were lost at sea for the past seven days, about Starbucks' three-hour closure of 7,100 stores last Tuesday night, an event that was part boot camp for baristas and part mass marketing for a company that wants to demonstrate that it's improving product and customer experience -- and by doing so drive sales growth and its stock price upward once more.

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This page contains a single entry by Muhammed El-Hasan published on March 4, 2008 10:43 AM.

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About Biz Waves

Biz Waves is a one-stop Web hub for business news and content from the South Bay region of Los Angeles County and beyond.

The primary contributor is:

Muhammed El-Hasan, a business reporter at the Daily Breeze since 2000, covers aerospace and everything else about business in the South Bay. Muhammed previously reported at the San Bernardino Sun and the community news division of The Orange County Register. He also worked as a researcher in the Jerusalem bureau of the Los Angeles Times in 1996-97. But his career highlight as a young man was driving a forklift at a Gardena company near Hawthorne, where he grew up.

You can email Muhammed at muhammad.el-hasan@dailybreeze.com

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