I did a posting on this topic–more on how they executed the whole campaign–and even went as far to try to estimate what it cost them and what they gained. You can see it on the Pure Thinking blog here:

Was Starbucks’ 3.5 hour closing worth it?

Ken

For Starbucks, I’d bet it looks a bit like aunt Matilda’s varicose veins. Sure, there’s a single, underlying path… coffee. But what about the culture (Brand) the customers have created? And Starbuck’s response to feeding that culture (i.e.- specialty drinks, private label, music labels, etc.)? For me, it turned into a white noise of marketing hell… I stopped going.

I posted a blog a while back about Reynold’s Wrap’s successful marketing strategy (Like Tinfoil on your teeth) and using the “K.I.S.S.” principle…

I look forward to seeing what they end up doing to get back to beans…

Great post.

Keep Cooking!
Andrew

Thanks for the read. It will be interesting to see what results from Uncle Howard’s meeting today and the other things he presumably has up his sleeve.