Starbucks announced that it will begin phasing in a new, larger cup size - the Trenta, a 31-ounce cup that only will be used for iced beverages. The Trenta reportedly was successfully tested in Phoenix, Tampa, and Atlanta, and will immediately be seen in 14 states - Virginia, North Carolina, South Carolina, Georgia, Florida, Alabama, Mississippi, Louisiana, Texas, Oklahoma, New Mexico, Hawaii, Nevada and Arizona - before completing its national rollout in early May.
- KC's View:
- If Starbucks is going to start selling 31 ounce drinks, it ought to be required to also install additional bathroom facilities. But maybe that’s just the opinion of a middle-aged man.
But seriously...one piece that I read about the Trenta suggested that Starbucks was using it to be more competitive with McDonald’s. Which leads me to ask a brand equity question... Is this what Starbucks should be doing? I wonder how many people chose to go to McDonald’s instead of Starbucks because the drinks came in larger sizes; I’d guess not many, though I certainly could be wrong about that.
The bigger question, in essence is this: At what point, by marketing against the competition, does one start paying more attention to their core value proposition instead of one’s own?