Some people complain about an expensive Starbucks drink that costs a few dollars, but one Starbucks drinker by the name of Andrew set out to craft himself a drink that most people wouldn't be able to afford on a regular basis.
Andrew's outrageous order turned out to be a Sexagintuple Vanilla Bean Mocha Frappuccino, which cost him a whopping $54.75—which is definitely a lot of caffeine and a lot of pocket change. However, as a member of Starbucks' loyalty program, Andrew is eligible for a free drink after every 12 purchased. As a result, the receipt shows a balance of $0.00, although the drink was the equivalent of well over $50. Before ordering the drink, the barista was informed that Andrew wanted to beat last year's record of $47, and together they figured out what drinks would beat the record.
Key Themes Behind This Trend
- Customized High-end Coffee
- Consumers are willing to pay top dollar for personalized and extravagantly made coffee drinks.
- Loyalty Program Rewards
- Starbucks' loyalty program incentivizes customers to purchase more in order to receive greater rewards.
- Competitive Ordering
- Customers are interested in breaking records and pushing the limits on what they can order at cafes and restaurants.
Where This Applies
- Coffee Shop Industry
- Coffee shops can benefit from offering unique, customizable, and extravagant drink options to attract customers.
- Incentive Marketing Industry
- Companies can learn from Starbucks' loyalty program to incentivize customers to increase their purchases and loyalty.
- Social Media Industry
- Social media platforms can capitalize on users' interest in competitive ordering by creating challenges and contests for users to participate in and share.
