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Brian Smith



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The Coffee Shop Vs. Your Health Club

April 30, 2002

Every weekday, one of
your club members is at Starbucks spending $3 plus tip in 15 minutes or less. Occasionally, she will buy a little something extra, making the monthly total $80 or more. How can the corner coffee shop possibly collect $80 a month for the daily morning fix when you have to justify $40 to $90 a month for a full-service membership to your fitness facility?

It’s because Starbucks (and a few other companies like them) has transcended simple price objections and created a loyal breed of daily customers by simply making them feel welcome and pampered.

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