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Do Bodacious Baristas Sell More Than Espresso?

07/04/2011

Seattle, home of Starbucks, is the coffee mecca. According to the National Coffee Association Seattle has 10 times as many coffee drinkers per 100,000 residents than does the entire United States overall. So it’s no surprise the region is on the cutting edge of coffee service.

To stand apart from the many drive-through espresso stands dotting the Northwest’s roadsides, entrepreneurs are hiring bodacious baristas and adding flirty service and revealing outfits to the menu.

Not everyone is thrilled by these new roadside attractions.¬†Competitors that have not followed suit have complained about the trend, and have seen a drop in their business. Perhaps more importantly – some county and city officials are “steamed” about the potential that the baristas are selling more than espresso.

One concern that has officials in a froth is the flirty and sexual laced conversation around coffee orders…insert any number of espresso terms such as steamed, extra hot, frothy, double shot and you have a pretty charged up conversation. “Topless” coffee stands may soon be regulated as adult entertainment in Kitsap County, Washington.

I’m not taking a stand on either side here. I do, however, find it interesting that by modifying the delivery and marketing of a commodity business has resulted in increased revenue (and tips) for the sexy coffee stands and hurt the competition.

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One Comment leave one →
  1. 07/04/2011 8:23 am

    Great minds…

    http://harveybriggs.blogspot.com/2009/12/strategy-laid-bare-almost.html

    Have a happy and safe Independence Day, Rick.

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