Starbucks didn't make us wait too long for the details of their new value-oriented offerings. In its "Hello to a New Day" campaign beginning on March 3, the struggling coffee chain will roll out its new "food and drink pairing program." Most of us are familiar with the concept from fast food value menus, but Starbucks marketers are steering clear of associating their company with the value menu verbiage. For $3.95, Starbucks will offer the following pairings.
- Tall drip coffee and one of four hot sandwiches
- Tall latte and a slice of cinnamon swirl coffee cake
- Tall latte and a bowl of oatmeal
Starbucks' marketing chief Terry Davenport commented, "The most important definition of value is the one our customers have. In this environment, it's about everyday affordability." Do you think the new pairings offer true value?