STARBUCKS’S CASUAL CONVERSATIONS

Phuoc D. Nguyen

Schultz creates casual conversations at Starbucks’ stores; he wants to create a playground at a place where customers enjoy good-taste coffee categories, create social interaction, and get social experience. Hackman & Johnson (2013) indicate that “Leaders tell their stories in a variety of informal and formal contexts, from conversations over a cup of coffee to formal presentations. Through stories, leaders can connect themselves with others, building strong relationships and a sense of affiliation… Communicating who you are. These stories reveal your identity to an audience, building trust and creating a connection. Communicating the brand. These organizational stories are designed to communicate the brand image to customers. (pp. 24-26). Denning (2007) states “The difference between them is that the story of “how it will work” tends to be a story set in actual time and space in the future, whereas the story of “why it works” tends to be a story set in imaginary time and space, some kind of timeless Platonic world where the basic causal mechanisms of reality are (seemingly) revealed” (p. 219). Gaudio (2003) proposes “Casual conversation is an explicit, integral part of the Starbucks experience. The inextricability of space and conversation as central elements in the Starbucks experience is reflected in Howard Schultz’s construction of Starbucks as a “third place” where people can relax and socialize away from the pressures of work and home… Schultz’s cautionary narrative about “losing” a certain kind of social interaction echoes a concern voiced by a number of contemporary critics about the decline of “community” in American social life” (pp. 675-676). The playground at Starbucks’ stores connects Starbucks’ products with customers, it connects customers, it builds strong relationships between Starbucks customers and customers together. Schultz wants to communicate who Starbucks is, Schultz reveals Starbucks’ identity as who creates a ‘third place’ to the audience, Starbucks builds its trust, Starbucks as an intermediary who creates connections among customers. When Starbucks implements casual conversations with customers and customers together Schultz communicates Starbucks brand images to customers such as featured green color, interior scene, music, uniforms, service attitude, packaging, logo, symbol, and slogans. Starbucks’ most prominent brand image are Miss America logo. Schultz sets a relaxed space at present, brand in imaginary, causal mechanisms and conversations for its customers. Starbucks’ starting point included a few stores in Seattle, Washington to expand its store system to 6 continents and 70 countries. Schultz uses ‘Coffeetalk’ and casual conversation he focuses on communicating who Starbucks is and communicating Starbucks’ brand. Starbucks’ special point of brand management is it uses the Starbucks brand as its Starbucks trademark and its company name. This may be an advantage of corporate communication at present but it may be a disadvantage of marketing communication when Starbucks has many strategic business units shortly.