Starbucks has apologized for its beer cup drama. What’s behind the ‘barista’ craze?
Some events in the history of mankind simply defy logic.
dancing plague For example, that of 1518. Bermuda Triangle. images of jesus on toast,
Perhaps it is not our job to fully understand these mysteries, but simply to wonder at them – and this may even be the case with a sudden, seemingly incomprehensible, complete frenzy On top of a cup shaped like a small bear.
coffee chain starbucks released a $43.95 “Bierista” glass cold cup on Thursday as part of its new holiday collection, and not just a hat-topped tumbler sold out almost immediatelyBut Videos are circulating online Show that customers are fighting with each other for control.
Fans lining up before dawn are empty handed Sharing their anger on social mediaare resellers listing them It cost up to $1,400 on eBay, and Starbucks has even apologized. Disappointment Amid allegations that the company shipped only a handful of cups to individual stores.
“Shame on you Starbucks, shame on you,” someone wrote. Starbucks subreddit Who says on Thursday they woke up at 4:30 in the morning, went to many shops, and still could not find a cup.
“Girls were physically fighting in my Starbucks over these,” someone wrote. starbucks instagram Post.
“Corporate is only sending an average of two per store, no matter what, it will lead to bloodshed,” Someone else wrote on Reddit,
Starbucks told CBC News they have shipped more Barista Cups to stores “than almost any other merchandise this holiday season,” but did not disclose numbers.
“The enthusiasm for our merchandise has exceeded even our wildest expectations,” a Starbucks spokesperson said in an emailed statement.
“We understand that many customers were excited about the Barista Cup and apologize for the disappointment this has caused.”
What’s so special about this Starbucks beer cup? It literally looks like something you would find at a dollar store. All you did was basically just pay $30 for the logo; You all are crazy. pic.twitter.com/5b5A7Al7Hm
But, pray tell, what’s so special about a cup like many people have toldlooks like a cross between a billy b honey bottle and that vintage Kraft Peanut Butter JarAnd why was it so hard for people to get it?
We will try to explain the drama.
a cup is born
barista cup appears First announced on October 6A month earlier it went on sale in North America as part of the series’ holiday merchandise drop.
“Your drink has never tasted so sweet,” Starbucks says in its online description of the cup. “WHo’s getting a barista cup at 11/6 LMK (let me know), Chen Posted on Instagram on Wednesday.
The response was immediate. “If I didn’t get one of these I would cry,” wrote TV personality Raven Gates, who was also there. the Bachelorin the comments of Starbucks’ Instagram post.
Influencer Piper Phillips wrote, “Wait, this is so cute.”
“Oh my god, I love it so much ,” wrote Elise Myers, a comedian, influencer and author.
Material began to circulate in the media about how and when to take parade The bear-shaped cup has been called the “unexpected star of the season.”
Mike von Massow, a professor of food agricultural and resource economics at the University of Guelph, says Tim Hortons is raising its coffee prices by about three cents per cup, which may reduce consumption somewhat, but it would require more than a small price increase to make most Canadians give up a daily staple that can’t be replaced so easily.
the frenzy begins
The problem, according to many people complaining online, is that hardly anyone can afford one of these after release.
Some people, including Some Starbucks employees on RedditAccording to employees commenting on Reddit, the allegation is that Starbucks only sent a few barista cups to each store — in some cases one or two cups.
others claim Store employees were allowed to purchase the cups first, reducing the limited supply (although a Moderator on the Starbucks subreddit Claims that this is generally not allowed). The same moderator said that Starbucks did not impose any kind of limit on the number of cups each customer could purchase.
One Video posted online It appears that three customers are fighting over the same cup.
in Houston, Texas, Police were called to Starbucks To end a barista fight before dawn.
“It’s 5 a.m. and the drama has already begun,” wrote Harris County Const. Mark Harman explained in a Facebook post that reports had come in “Multiple individuals are refusing to leave the store and fighting.”
“Deputies are on scene, restoring peace before anyone spills their latte or loses their teddy bear,” he said.
one more TikTok video with 2.2 million views Jared Meachem, the most influential person in history, is trying to find a mug for his wife, visiting three stores before 6 a.m. and leaving empty handed.
At the end of the video Meachem tells his wife Ellie, “I’m sorry, but now I’m determined to get one.”
“No, that’s how it works,” says Ellie. “It’s marketing. Good marketing. But I won’t support that nonsense.”
So what now?
While it’s worth reiterating that Starbucks says they shipped more Barista cups to stores “than almost any other merchandise this holiday season,” this wouldn’t be the first time the company has successfully used scarcity marketing strategies to generate demand.
This is why Famous Pumpkin Spice Latte Only available in autumn, why is its time limited Unicorn Frappuccino makes a splash in 2017 and why Valentine’s Day collaboration with Stanley Reason Destruction In stores last year.
“Many brands are leveraging their understanding of human psychology to offer limited-edition and exclusive products that consumers will eagerly rush to purchase.” Farnoush Reshadi, Assistant Professor of Marketing Worcester Polytechnic Institute, in Worcester, Mass., told the retail publication retail touchpoint Last year when the Stanley collaboration was discussed.
When Starbucks was asked by CBC News if they would restock Barista, they did not answer specifically, saying only, “We have more exciting merchandise coming this holiday season.”
But if you’re all set for the Barista Cup and aren’t inclined to Pay a ton for one on eBay, You still have options. Amazon And sheen Already offering duplicates.
Or, if you’re not so picky, you can always go to your local grocery store and pick up some honey.
