Wednesday, October 08, 2008

What is a Piadini?

From the Starbucks - marketing consistency files:
Starbucks has rolled out Piadini's in our neighborhood. What are they? There's a good overview from Slashfood and the Wikipedia definition. But, the way they're being marketed really interferes with Starbucks efforts to appear as your friendly neighborhood coffee shop for two main reasons.
One, they're unpronounceable. You want to add an "n" so it's pi-ad-nini. Pi-ad-eeny sounds extremely awkward - and most people are going wonder if they're anywhere near correct. So, you end up explaining to the cashier that you want one of those flatbread sandwiches, and feeling awkard while attempting to buy something from them.
Two - the headlines over the cashier, and their flyers reads "Wake up to a new toasty warm and savory delicious." That's the end of the sentence. On the flyer/brochure below that sentence, it says "Starbucks Piadini, Wrap and Breakfast Sandwiches". My first reaction on reading the sentence was - what? what's the end of the sentence? Is the piadini delicious? Or, is it a vaguely Lord of the Rings reference, rather than Gollum clutching at his "precious", a barista is hidden away, clutching at his "delicious"? And, if your acting like a homey, neighborhood coffee shop, it's difficult to envision someone actually writing this, vs. "try our great new sandwiches" or, even better, "Try Joe the baristas' favorite new sandwich". Yet again, the marketing's inconsistent, but, hey, the piadinis are actually very tasty :)

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