Published on: October 4, 2018
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Hi, Kevin Coupe here, and this is FaceTime with the Content Guy.
This morning I want to tell you the story of Monorail Espresso, located on Westlake Avenue in Seattle, located pretty much right in the middle of Amazon’s headquarters campus in South Lake Union. As you can see in the video, it’s pretty busy … and, as also is shown in the video, it is right next door to the new Princi Bakery format that Starbucks has opened here.
When I walked by the other day, I sort of felt bad for the Monorail folks … how awful to be in a position where you’re suddenly competing with a behemoth like Starbucks, and a new format behind which it is throwing a lot of marketing muscle.
I stopped to talk to the folks who were working there - Corey and Michaela - and commiserate with their plight. But they were entirely cheerful about the whole situation.
They told me that, in fact they’d only opened this location last April … and that when they did so, they knew that the Princi Bakery would be opening just a few months later. (This is just Monorail’s third location.) Michaela grinned at me. “It’s okay,” she said. “People go next door for their pastries, and then they come here for their coffee, because they know that Starbucks’ coffee sucks.”
I had to laugh. I admire that sort of competitive moxie. And so I ordered a coffee - a large nonfat latte - and when Michaela gave it to me, it had a heart designed into the foam. She grinned again. “Starbucks wouldn’t give you a heart,” she said.
She’s right. Starbucks wouldn’t. And she and Corey were right about something else - their coffee was better than Starbucks’.
Competitive moxie is great, but it is even better when you deliver on the promise.
I know one thing - next time I visit Seattle, I’m going to Espresso coffee. Corey and Michaela have turned me into a customer, and an advocate.
That’s what is on my mind this morning. As always, I want to hear what is on your mind.
- KC's View: