A Hoax in a Coffee Cup

Be aware! The Starbucks closings could be a hoax.

Sure, the company announced that they will be closing 600 stores, but I believe it's a huge marketing ploy.

Remember new Coke?

No one would be so stupid to get rid of the most famous flavor in the world. But that's what the Coca-Cola Company did, or seemed to do in 1985. The flagship brand was made sweeter and reintroduced as "new" Coke (later Coke II) but it fell on its face after a public backlash that ran for several months.

Wikipedia puts it gently:

"Public reaction to the change was poor, and the new cola was a major marketing failure. The subsequent reintroduction of Coke's original formula led to a significant gain in sales."

So was it a marketing disaster or a desperate move to drum up sales of the newly reintroduced "Classic" Coke.

No one could be that dumb, or that brilliant.

So say you are an overpriced coffee vendor. The economy is tightening and consumers are counting their pennies. The first thing that every self-help economist says is to give up the $4 Grande latté from Starbucks and save money.

But if you announce that some of the spendthrifts' favorite stores are going to close you force some folks to act and the set up a website -- SaveOurStarbucks.com that advises:

"With Starbucks' July 1, 2008, announcement to close 600 stores, there is likely a location near you that is scheduled to close. This is the place to tell the world your Starbucks story and how much you value your local location. Who knows, it may help keep it open..."

In the Atlanta area 10 stores are closing, including two along the East-West Connector and one in Vinings Village. Vinings residents are planning a rally on Saturday.

Could this all be engineered by the vente coffee roaster? Who could be that brilliant? Or that dumb?