First, the scholarships; now, the bilingual approach. As I went to get my morning fix at a local shop on Fillmore St. in San Francisco this morning, I noticed. The usual friendly demeanor at the coffee counter did not prevent me from noticing the “Bienvenidos,” little sign by the heart of Starbucks employees.
The US Hispanic market is huge and coffee-oriented. Starbucks’ cultural touch will have an impact, I predict. The 21 to 35 segment communicates in English, but they value their roots including the Spanish-language spoken by parents and extended family here in the US and in Latin America.
Starbucks, you say Bienvenidos, we know it means Bienvenidos Friends!
Way to go!