Starbucks Alliance With Barnes And Noble
At starbucks one of the things that makes it so cool and hip is the barista that person knows everything about coffee and you love talking to them whereas at barnes noble for the most.
Starbucks alliance with barnes and noble. Borders knew as much. Although they re independent businesses when you go to a barnes and noble you can also get a coffee at starbucks because of the agreement they ve made that allows starbucks to open restaurants in barnes and noble. By aligning the b n brand with starbucks brand b n was able to not only drive extra foot traffic to its stores but it could piggyback on all those warm good feelings that many coffee drinkers associate with starbucks.
And when i say coffee you say starbucks. Barnes and noble and starbucks provide a good example. The starbucks stores will be part of the seattle coffee company s retail operations.
Next in 1996 starbucks partnered with pepsico to bottle distribute and sell starbucks frappuccino isidro 2004. In 1993 the company partnered with barnes and noble bookstores to be the in house coffee shop isidro 2004. Barnes noble already having embarked on a program to turn its superstores into centers of community life decided it needed a café of some sort to create a more appealing ambiance for its customers.
Its alliance with united airlines promoted starbucks coffee to be served on all its flights. The stores that are b n cafes are the ones where the cafe is inside. The companies established a relationship in 1993 when they realized that coffee and books were a natural fit.
Barnes noble licenses from starbucks the right to sell most of starbucks beverages and uses the same syrups and frappuccino mixes. One of starbucks s most successful alliances has been with barnes noble inc. Books and coffee just seem to go together.
B n also sells some of starbucks coffees. Starbucks coffee will also own and operate stores with common access to barnes noble bookstores. In the case of this alliance it doesn t make sense to partner in a big way like starbucks and barnes noble but the project specific alliance seems like a good fit.
Barnes noble must leverage two factors if it is to generate enduring profitable growth. In 1996 starbucks partnered with pepsico to bottle distribute and sell the popular coffee based drink frappuccino.
