by: Roger Dooley
Starbucks understands sensory branding, and in particular olfactory marketing.
The wonderful aroma of a good coffee shop is a great selling and
branding tool - this is particularly important since research shows
that the majority of the experience of drinking espresso comes from the coffee shop experience itself. Now, Starbucks has announced that they will quit serving breakfast. Why? Because the smell of heating egg and cheese sandwiches interferes with the coffee aroma.
This is a fairly amazing reason to drop what was supposed to have been
a major growth product line, and shows that some companies really DO
understand sensory marketing and branding.