In college, I worked part-time in a few coffee bars.  Believe me when I tell you that some people really need their coffee in the morning ;)  Some of our regular customers never spoke, they’d just point and grunt when you asked what they wanted. 

So it shocked me a little to read on cnn.com that Starbucks was closing all of their stores today for three hours, from 5:30pm to 8:30pm local time.  Granted that isn’t really rush hour for coffee, but all Starbucks employees would be busy then receiving training in the Art of Espresso. 

While I applaud Starbucks and their new initiative to turn their brand around and win back more of the market share.  My true praise goes out to Dunkin Donuts for capitalizing on their competitors closing.

 Today from 1pm to 10pm, DD offered small flavored lattes and mocha for just $0.99.  I heard radio spots, received a blast email and saw the promotion posted on their website.  The email even gave you the option of sharing the offer with a friend “so they can get their latte… even if that other store isn’t open.”

I must give them props for taking advantage of this opportunity and doing it seamlessly.  Plus, anytime my need for a coffee fix doesn’t break the bank, is a positive for me.

Filed under: Advertising, Campaign Critiques, Miscellaneous