There are few things good enough to go with Starbucks coffee," says the ad, from BBDO, New York. "Luckily we now have them all in our bakery case." Starbucks has readily acknowledged that its food offerings failed to stand up to its premium beverages, and CEO Howard Schultz has made upgrading the chain's eats a top priority.
Starbucks has made sweeping changes to its food offerings in the past year, however, with items such as oatmeal, naturally sweetened baked goods, and smoothies with protein and fiber. Some of those efforts paid speedy dividends. Starbucks' oatmeal, released last spring, became the chain's top-selling food item within a few weeks. But the company vowed that healthful food offerings would proliferate. As of tomorrow, Starbucks will have overhauled 90% of its bakery case.ออ