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Starbucks aims to inspire customers November 10, 2006

Posted by grhomeboy in Food Drinks News.
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Starbucks “Cheers” to Good Tidings With the Return of its Holiday Beverage Trio

Starting today, Starbucks unwraps the season from coast to coast, in-store and out, with the return of the familiar red cup, its popular holiday beverage trio, and its new Cheer Pass, a transformative combination of good tidings and technology designed to create and track the ripple effect of acts of kindness generated around the country.

Passing on the Cheer

Inspired by its loyal customers, Starbucks hopes to instigate thousands of acts of holiday cheer by distributing more than 10,000 Cheer Passes per day at various “surprise and delight” events around the country throughout the season. Starbucks asks only one thing in return: that the sentiment of cheer is passed on to friends, loved ones, and strangers.

Each Cheer Pass is individually numbered, allowing recipients to share their experiences with others by visiting Starbucks® holiday Website, www.ItsRedAgain.com. When a visitor enters their unique Cheer Pass code, each story of goodwill that has accompanied the card can be shared, read by others and tracked as it is passed along. Starbucks will track these good deeds – anything from opening a door for a stranger to offering a colleague a stamp for that last piece of mail – and find out how far a single act of goodwill can really go. Endless acts of kindness can be passed on and tracked by downloading a Cheer Pass or emailing it to a friend from ItsRedAgain.com.

Times Square Turns into Cheer Central

Starbucks president and CEO Jim Donald will kick off the season and be the official catalyst of cheer in New York City today. Donald and 50 baristas will hand out more than 8,000 “acts of cheer” from a complimentary subway MetroCard or New York Times to bags of Starbucks® Christmas Blend coffee and $5 Starbucks Cards. Each surprise will be accompanied by a Cheer Pass and a taste of the holiday beverages.

“Today, we raise our red cups to our valued customers who make Starbucks a part of their own holiday tradition each year,” said Donald. “They’ve inspired us to pass on that good cheer in a chain of tidings, while continuing to warm their hearts and hands with the delicious flavors of the season they’ve come to expect from Starbucks.”

Painting the Internet “Holiday” With ItsRedAgain.com

In addition to tracking acts of cheer across the country and around the world, ItsRedAgain.com introduces the world to the “Tradition Keeper,” a lively and slightly eccentric expert on all things holiday. The Tradition Keeper’s workshop provides everything visitors need to create interactive holiday greetings including the ability to personalize greeting cards in 14 languages with their own voice, photos and “spokestoys.” The greetings can then be sent to recipients via email. Visitors also are encouraged to share their own holiday traditions with people around the world through personal stories and photos in the Traditions Gallery.

Visions of Peppermint Mocha, Eggnog Latte, Gingerbread Latte…and Starbucks® Christmas Blend

Continuing the Starbucks tradition, the holiday beverage trio dances its way back into Starbucks today in the iconic red cup – the unofficial symbol for all things holiday. Customer favorites, Peppermint Mocha, Eggnog Latte, and Gingerbread Latte, are available starting today through the end of the year, joined by Starbucks® Christmas Blend coffee (also available as Holiday Blend). Often stocked for year-round enjoyment by devotees, Starbucks® Christmas Blend is available only during the holidays and is blended to especially complement the rich flavors of the season. One-pound bags of regular or decaf Starbucks® Christmas Blend coffee can be purchased in their very own red felt carrier for a festive addition to anyone’s wish, or gift-giving, list (1 lb. $12.95 U.S. / CAN $16.55), Red Felt Gift Bag ($4.95 U.S. / $6.95 CAN).

Starbucks Coffee Company

Through the dedication of our passionate partners (employees), Starbucks Coffee Company has transformed the way people in 37 countries enjoy their coffee, one cup at a time. Starbucks is the premier purveyor of the finest coffee in the world, with more than 12,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim. The Company is committed to offering its customers the highest quality coffee and human connection through the Starbucks Experience, while striving to improve the social, environmental and economic well being of its partners, coffee farmers, countries of coffee origin, and the communities which it serves. Through Ethos Water, Starbucks demonstrates its long history of integrating a social conscience into all aspects of its business. The Company surprises and delights its customers by producing and selling bottled Starbucks Frappuccino® coffee drinks, Starbucks DoubleShot® espresso drink and Starbucks® superpremium ice creams through its joint venture partnerships, and Starbucks™ Coffee and Cream Liqueurs through a marketing and distribution agreement, in other convenient locations outside its retail operations. The Company’s brand portfolio includes superpremium Tazo® teas, Starbucks Hear Music™ compact discs, Seattle’s Best Coffee and Torrefazione Italia. These brands’ unique and innovative personalities allow Starbucks to appeal to a broad consumer base.

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