Starbucks Turns 40 Today With New Look, Menu Items
星巴克營運即將滿40年，為了要感謝所有顧客的支持。星巴克不僅推出全新產品也讓顧客可以享用星巴克招待的小點心，另外推出贈品及新菜單對顧客表示感謝。在2011年四月星巴克即將舉辦全球週以慶祝星巴克要讓社區興旺的承諾。星巴克曾經承諾要讓店家所在的社區變得更美好，因此廣邀星巴克的夥伴及顧客們一起奉獻自己，希望星巴克除了在店內將企業使命及價值帶給顧客之外，在店外能邀請顧客一起參加社區服務達到讓社區更美好的目的。星巴克及其夥伴和顧客將和非營利組織合作，在全球達成兩百個服務專案、二十萬個服務時數，這些努力將幫助星巴克達到他在2015年預期的奉獻時數一百萬小時。
Starbucks isn't the first siren to turn 40 and reveal a fresh face to the world. Yes, it's had some work done — and it's asking customers to be kind and "give it time." (CEO Howard Schultz told USA Today about the logo and rebranding brewhaha, "I do like the fact they're talking about us.")
Four flagship locations will unveil the new logo signage and packaging today: Solana store in Beijing — timed to the launch of its VIA instant coffee packets in China — plus Avenue de l'Opera in Paris, Brompton Road in London, and Times Square in New York.
A new advertising campaign touting "moments of connection" will roll out in newspapers and TV next week, while in-store freebies and new menu items will thank customers for their loyalty.
As outlined in the video above, Starbucks stores are offering free "petite" or small baked good per beverage purchase in a promotion that runs Thursday through Saturday, while customers can check out new menu items ‚ including the tribute blend limited edition coffee, starting today.
According to a press release, the new menu items are
"a testament to the core of what Starbucks does best - premium handcrafted espresso and exceptional coffee and food offerings.
Cocoa Cappuccino, combines fresh espresso, bittersweet mocha sauce, just the right amounts of steamed milk and foam, and topped with a signature mocha drizzle.
Starbucks Tribute Blend™, an unexpected blend of four different coffee beans including Aged Sumatra that is semi-washed and aged, Sun-dried Ethiopian coffee that is naturally processed, and washed coffees from Papua New Guinea and Colombia.
Starbucks VIA® Ready Brew Starbucks Tribute Blend™, this special blend coffee is also available as Starbucks VIA® Ready Brew for Starbucks Tribute Blend™ in an instant.
Starbucks Petites, a new global food platform launching with eight delicious small sweets that are perfectly sized for an afternoon treat, including Cake Pops (available in Birthday Cake, Rocky Road and Tiramisu flavors), Red Velvet Whoopie Pies, Mini Cupcakes (Carrot Cake and Peanut Butter) and Sweet Squares (Lemon and Salty Caramel).
Starbucks is paying tribute to customers as part of anniversary celebrations. March 10, 11 and 12 from 2-5 p.m. local time, customers can enjoy a complimentary Starbucks Petites treat with the purchase of their favorite beverage at participating stores in U.S. and Canada.
Commitment to Thriving Neighborhoods
Over the past 40 years, Starbucks has played a vital role in local communities and has committed to inspiring and investing in community action around the world. Throughout the month of April 2011, Starbucks will host a Global Month of Service to celebrate its commitment to community service.
“We live our mission and values by providing exceptional customer service inside our stores and by inviting customers to join us in community service outside our stores,” said Vivek Varma, executive vice president of Public Affairs. “Our Global Month of Service is a meaningful opportunity for Starbucks partners and customers to join together as change makers to address real needs in the communities where they live and work. We believe we can use our scale to be a catalyst for positive change.”
Starbucks will work with nonprofit organizations to organize more than 2,000 service projects around the world with a goal of reaching 200,000 hours of service performed by Starbucks partners and customers. These volunteer hours will help Starbucks reach its goal of contributing one million hours of community service per year by 2015."