Starbucks Adds Books to Its Menu
Starbucks is giving consumers a new taste for their palates in its stores—
The popular coffee chain will market a new book this fall, For One More Day by Mitch Albom.
The new product category is the latest effort by Starbucks to reach consumers via entertainment initiatives. The Seattle-based chain began selling CDs in stores in 2004. This spring, Starbucks dabbled in the movies launching a nationwide promotion around Lionsgate's film Akeelah and the Bee (PROMO, February 2006)
Under its latest venture, Starbucks will begin selling copies of For One More Day at stores nationwide beginning Oct. 3. To kick off the program, Albom will make in-store appearances at Starbucks stores in eight markets via Conversations with Albom to discuss his new book and promote literacy. In-store appearance information is available online StarbucksBookBreak.com.
In addition, Starbucks will host "Book Break" discussion groups at 25 stores nationwide on Oct. 26 during which consumers can discuss Albom's work. As part of the campaign, Starbucks will contribute $1 for each copy of For One More Day sold at its stores (a minimum of $50,000) to benefit Jumpstart, an early-education program for at risk preschoolers entering kindergarten. In-store signage, a video loop and online materials will support.
