The power of a brand amazes me. Starbucks’ most successful launch in company history has been the launch of oatmeal. Even in the midst of warm weather, the product launch has become the best-selling food item in Starbucks’ history.
How Starbuck’s can go and turn oatmeal into the latest, trendiest breakfast is remarkable. And kudos to those who have turned Starbuck’s into the brand it is today, so that even something as boring as oatmeal, can turn into a hot, new commodity.
It takes a strong brand that consumers trust to do what Starbuck’s did to oatmeal. Apparently, Starbucks did not do a heavy marketing campaign on its launch of oatmeal, and now that I think about it, I vaguely remember a mention of the fact. But it found a market, women, and went after it.
According to statistics, women are big oatmeal eaters, perhaps because of the benefits that oatmeal offers like reduced cholesterol. Furthermore, it seems that Starbucks’ higher-ticket items appeal to more women. So, by offering a higher priced breakfast option to the already existing clientele, it seems that Starbuck’s would have breakfast in the bag.
