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Starbucks speaks its own language

I was late to the Starbucks game, mostly because up until a couple of years ago I really wasn’t a coffee drinker. But then I started dating someone who is, and the rest is history.

The most fascinating thing about entering the Starbucks marketing experience (and mind you, they aren’t really selling coffee of course, they are selling experience) for the first time, other than how easy it was to become a new coffee drinker, was the fact that I had to learn a new language.

I was mystified by how experienced Starbuckers would sling an order in this Starbucks-ese – “Grande Double Non-fat No Whip Caffe Mocha, please.” The first time I ordered I approached the barista with the same kind of self-consciousness I would feel if I was ordering a baguette in French, in Paris. The barista was kind, of course, correcting my syntax gently – as any good language teacher would.

Starbucks-speak, early on, was probably something Starbucks invented to help its employees communicate efficiently – but customers picked it up too when they heard it being spoken. The implications are interesting, as “knowing the talk” inspires an additional layer of loyalty to the brand. Of course it alienates a few cynics, but because it allows people to (1) order more efficiently and (2) get their drink exactly the way they want it, it makes sense to learn it and use it.

Developing trademarked terms is basic to branding, but think about how far Starbucks has taken it. When you walk into their world, you encounter unique smells, warm colors, select music, and even a foreign language where every word feels branded. How can you use language uniquely with your customers, or on your website, to enhance the experience and inspire loyalty?

P.S. By the way, I learned this morning that you can actually control the amount of flavoring in your coffee by saying “one pump” or “two pump.” Try it out the next time you take a trip to Starbucksland. A more exhaustive guide is also available.