What do you think of Starbucks rolling out a bar to attract a later crowd? Right now, most of their business is not just coffee and muffins, but it is also concentrated on the morning hours. Even though they stay open later, business really tanks.
The coffee chain plans to roll out alcoholic beverages to thousands of stores over the next few years as part of a program it calls Starbucks Evenings, which starts after 4 p.m.
You might ask why this is relevant for EID. I am framing my question in terms of mental models. When Starbucks rolled out their lunch menu, they took great pains to keep the brand narrative (what marketers call the customer mental model ☺) consistent. The lunch sandwiches looked an awful lot like the breakfast sandwiches. You could get some fruit or granola to go with your breakfast coffee – you could get some fruit or granola to go with your lunch Panini.
But can you expand this mental model with beer and wine? Have you ever had beer and a banana? A Chardonnay and a yogurt? Or if they totally pull the food shelf at 4pm and bring out the pretzels, beer nuts and pizza? Can the user’s brain make that shift without cognitive dissonance?
I am curious about your thoughts on this. It is a great overlap between HF and marketing. A great opportunity to expand our discipline to other areas of the organization.