Posted by: shoji | September 13, 2007

Starbucks marketing to youth

I read about a research study on CNN that showed McDonald’s branded food tastes better to kids. The study, conducted at Stanford by Robinson and colleagues, looked at taste preference in children aged 3.5 to 5.5 years. Notably, the children were recruited from Head Start, a federally sponsored preschool program for low-income families.

In the MarketWatch story (below), “Starbucks says it will recognize [that children frequent Starbucks’ stores]” and Starbucks may be changing its existing policy of never marketing to children.

I don’t have data, but I think Starbucks aims for a higher income demographic than tested in the McDonald’s study.  It may be time to reanalyze the stock opportunity if the Green Circle can have the same brand/taste impact on high-income families.

Burger King, Starbucks aim menu changes at young customers – MarketWatch
Most Starbucks patrons already know this: Children of all ages are in the stores, and sometimes they’re a tad loud. Many are with their parents, drinking what one barista called “babychinnos” — steamed milk in a tippy cup. Moreover, there’s a growing number of elementary and high school youth looking to Starbucks as an alternative hang out to the neighborhood shopping centers or fast-food restaurants. They meet their friends there, do their homework and listen to and even buy music.



  1. […] forget to wrap your burger in a McDonald’s wrapper: it makes it taste better (more here and […]

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