As of May 15th, the Starbucks Frappucino Truck hit San Diego and, as of today, has made its way to LA (cities that have over 200 Starbucks locations already). And, they’ve got a great sales tactic – they’re offering jenga, music, and oversized croquet to customers. Though you may have seen the promotional Starbucks Truck on the streets of New York, this is an entirely new effort with a business model aimed to directly boost sales.
I’m not criticizing Starbucks – after all, they have responsible purchasing practices and by 2015, 100% of their coffee will be ethically sourced. But, if you know anything about large corporation’s carbon footprint, you know that the food miles add up – and a food truck that travels 120 miles between cities has a bigfoot-print.
I’d still rather purchase my coffee from a local roaster at my farmers market, like my friends at Raus Coffee who promote “Coffee for Humanity” – a declared ethical obligation to everyone involved in their business from coffee growers to customers.
And, with about $15 billion in yearly sales, over 11,000 domestic locations, and over 4 million cups served per day in the US alone, when Starbucks hits the food truck scene, you have to ask yourself: if Starbucks is doing it, isn’t everybody?