I have just been given one month's notice from Starbucks: my Gold Star status will expire. Sadly, I am unmoved by my demotion. There was a time when I could not get through the afternoon without a Starbuck’s grande latte. But that time is gone, mainly due to the watering down of not just coffee, but a personal connection and overall experience. Back in 2012, I was right there with Chad Ochocinco's sentiment about losing a gold card, a symbol of how important Starbucks was to the day. Starbucks was important for my psyche. It lifted me up and it identified me as one who aligned with quality coffee packaged in sweet design. But the past two years, my thoughts and attitude about my beloved Starbucks changed. Not only do I go less frequently, but - more importantly - I do not want to be part of the Starbucks tribe.
Starbuck's mission is: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Inspiration doesn't come from suprisingly high caloric drinks, lousy food, overpriced and over-sweet soy milk, the lack of interest in reducing waste.
Loss of loyalty rarely happens abruptly, but it does happen when the focus on your audience and the promise to them is lost. It happens when a brand starts expecting and stops evolving.
I am not alone with this sentiment. This past year, Starbucks has seen a weaker performance while the overall economy roars. From now on, I'll get my mind and body juice elsewhere.