There's been a lot of buzz online about the new Starbucks branch at the Fort Bonifacio. The reason behind this is that it's almost in the middle of nowhere (actually near the Home Depot - but just bare land the rest of the way) and it has the first Drive Thru capability in the country.
I'm not really a big fan of Starbucks coffee - or upscale coffee shops in general (though i prefer Coffee Bean and Tea Leaf). Yet I am a fan of chilling and drinking a cup of coffee with friends in a really cozy place - now that's brand experience. Now if Starbucks sells its brand much through this brand experience (learned this from my Market Research Professor, Clarissa Serina), I suddenly thought how will this new functionality help their brand.
Toink! That's the point, it's the first Drive Thru service for Starbucks in the Philippines! Imagine, driving through every morning to get your early dose of caffeine. Now that's an extension of brand experience. Wala nang hassle to park (even sometimes pay for this as well) and line up inside the coffee shop. Heck you can even order even if it's raining!
Brilliant idea from the brand that sells coffee at what I thought back then - ridiculous prices. Now we're used to buying coffee at P100-P200! Times definitely change. :)
Now back to checking papers...
