RISE - Menu Monitor

Starbucks hosted a “Global Listening Event” featuring Paul McCartney’s new album. “Memory Almost Full” was played in early
June in more than 10,000 Starbucks stores in 29 countries and territories worldwide, with an estimated six million people
listening to McCartney’s album. Participating locations in New York, Philadelphia, Miami, Atlanta, Seattle, Los Angeles,
London, Berlin, Hong Kong and Tokyo offered patrons the chance to film a birthday message for McCartney for his 65th
birthday on June 18. (Restaurants & Institutions Online 5/17/07)
Starbucks, along with its new partners Paramount Classics and National Geographic Films, will create awareness of climate
issues with the film “Arctic Tale.” Starbucks will bring the story to its customer base to help educate people about the climate
crisis and inspire them to be a part of a solution as well as generate interest in the film. The company will feature in-store
marketing efforts for the film from July 31 to August 27 in its U.S. and Canadian markets. The film opens everywhere on
August 17. (Company Release 6/28/07)
Starbucks is planning a promotion for a new wireless music download partnership with Apple iTunes in October. Customers
will receive a “Song of the Day” card they can then redeem on iTunes for a free song download chosen by Starbucks. The
promotion will run from October 2–November 7 and the song cards will be valid until the end of 2007. (Promomagazine.com
9/25/07)
Starbucks will release a CD by newcomer Hilary McRae on its Hear Music label in spring 2008. McRae, a 21-year-old R&Binfluenced
singer-songwriter, will be the first developing artist released on Hear Music, the label launched by Starbucks and
Concord Music Group earlier this year. Previous artists released through the label include Paul McCartney and Joni Mitchell.
Starbucks is offering 1.5 million downloads of McRae’s “Consider Me Gone” beginning November 1 as part of its “Song of the
Day” promotion. (entertainment.tv.yahoo.com, billboard.biz.com 10/30/07)
Starbucks Corp. is slated to launch its first ever national TV ad campaign. The first of three animated 30-second spots will air
on cable networks November 16. Two additional spots will launch November 26. Some of the ads are expected to air on
network TV. The ad campaign will have a “Pass the Cheer” theme intended to help the company reach out to a broader
audience. (Adage.com 11/16/07)
Menu Development |
Maple is being used as an ingredient instead of just as syrup on top of pancakes, waffles and French toast. Starbucks recently
added two maple-flavored espresso drinks, a latte and a macchiato, combining coffee and milk with maple flavors. The coffee
chain also rolled out maple-streusel muffins and maple-oat scones. At select 7-Eleven units, diners on the go can grab one of
the company’s Maple Sausage Roll Ups, a handheld link sausage wrapped in a French-toast-battered flour tortilla. At the
University of Tulsa in Tulsa, OK, students can dine on maple-glazed, pecan-crusted chicken breast in an apple, cranberry and
orange sauce. In Portland, OR, Wildwood serves a maple-roasted local pear with a gingersnap-vanilla ice cream sandwich. At
Cobblestone’s of Lowell in Lowell, MA, guests can dine on maple-cured, house-smoked salmon with lemon crème fraîche,
capers and challah bread. Leunig’s Bistro in Burlington, VT, menus a house salad of baby greens, Belgian endive and parsnip
frites topped with maple vinaigrette. (Restaurants & Institutions 10/30/06)
Starbucks introduced its new Eggnog Latte, Gingerbread Latte and Peppermint Mocha. It is also offering Cranberry Bliss Bars
and Gingerbread Loaf Cake. (Company Release 11/27/06)
Starbucks is removing trans-fat from its menu items in half of the company’s U.S. locations beginning January 3. The transition
includes salad dressings, baked goods and sandwich spreads. (NRN Daily NewsFax 1/3/07)
Starbucks reintroduced its Cinnamon Dolce Latte with Sugar-Free Syrup. The item features a blend of cinnamon, brown sugar
and butter paired with sweet espresso, steamed milk and topped with Cinnamon Dolce sprinkles and whipped cream.
(Company Release 1/3/07)
Starbucks is starting to use milk and other dairy products free of rBGH, an artificial growth hormone used in dairies to increase
milk production. Fluid milk, half-and-half, eggnog and whipped cream are all being purchased rBGH free in January for the
5,500 U.S. company-owned outlets. The switch comes after Starbucks was targeted by consumer groups critical of rBGH. The
chain has increased its hormone-free supply of dairy produces to 37% from 27% at the end of 2006. Starbucks currently
provides artificial hormone-free dairy products at units in Northern California, New England, New Mexico, Montana, Oregon,
Washington, Idaho and Alaska. (Yahoo! News 1/16/07; NRN Daily NewsFax 1/17/07)
Starbucks is testing the use of 2% milk instead of whole milk in its coffee products. The test is running in about 300 companyowned
stores. In related news, the chain recently announced plans to switch to dairy products derived from hormone-free
cows. This will include fluid milk, half-and-half, eggnog and whipped cream. (Seattle Post-Intelligencer 2/2/07; NRN Daily
NewsFax 1/17/07; Yahoo! News 1/16/07; NRN Daily NewsFax 2/7/07)
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
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