Wi-Fi is free at Starbucks (except when you have to pay for it)

I was just getting to like Starbucks.

Though I consider myself to be somewhat of a thought leader (and I hope that’s not too arrogant) I’m not much of a trendsetter. I guess my motto (when it comes to spending money) could be: “If you want me to buy in, you have to prove it to me. Again and again.”

My wife asked me yesterday (as we tried in vain to adjust our sprinkler) why so many products are crap. Her insight? Plastic. You can go to her parents’ house and find the solid metal kitchen utensils they bought as newlyweds fifty years ago, still in top form. At our house we seem to need a new blender, coffee pot, etc. every year. Back in the “good old days” they made things to last. Man I feel old.

My favorite part of our conversation was when she asked me how I would build a company based on that principle. First I answered that I would build one really good product and service it unconditionally for life. Then I’d build a whole brand around it. In other words, I’d re-create L.L. Bean. This wasn’t too original, so I then decided that I could start a franchise called “Built to Last.” This would be a retail outlet where…you guessed it…everything was built to exceptional quality standards, serviced to perfection and replaced at any time with no questions asked. Imagine a Wal-Mart like that? (You can’t…I know).

My point? Stand behind your brand.

Which brings me back to Starbucks. As I said, I was really getting to like them. I cheered when they were forced to close stores earlier this year, not because I lack compassion (hey, I don’t want to see people getting laid off) but because I knew it would present them with an opportunity to raise their standards, to try even harder.

Have they done so?

Let’s draw a comparison between Starbucks and Panera Bread.

• Both make great coffee.
• Both make great desserts and sandwiches.
• Both are arguably over-priced.
• Ambiance? About the same?
• Perks? Oh boy…here I go.

I’m writing this post from the sidewalk cafe at Panera. And yes, I do feel somewhat guilty that I’m sitting here drinking my Starbucks coffee, but this will be the last time that happens, I promise. So what’s the deal?

I have some time to kill before my next meeting with Adam Goss, a great local talent who is part of the InContext Design team. We’re getting together, ironically enough, to swap stories about Product Development. And you know from reading my posts that to me, product development, brand building and customer service go hand-in-hand.

I was down the street at Starbucks, Venti Carmel Machiatto in hand, sitting down to boot up WiFi and get online. Their welcome screen explained what I needed to do to access the “free” WiFi network:

Step 1: Buy a Starbucks card.
Step 2: Don’t exceed two hours per day.

You can see where I’m headed with this, right? Truth be told, part of the Starbucks experience is feeling cool. And honestly, I don’t mind spending an extra $2 for coffee (vs. Dunkin Donuts) for the privilege of free bandwidth. But guys, if you are going to offer free WiFi, at least make it free! And easy!

I went in to the barrista and asked for a Starbucks card. He asked me if I needed access just for the day, and I acknowledged that I am hardly ever in this area. Guess what happened then? He told me that the Panera 0.1 mile away has free WiFi with unlimited access. Man that’s great service!

I came down the street, sat down outside, booted up, received Panera’s welcome page and started writing this blog. Now I’m working on rescheduling my meeting from Starbucks (as originally planned) to Panera. You know…I never liked their coffee much anyway…(a lie, but it makes for a good wrap up).

Gotta go now…Adam’s here. Ciao.