This week I went into Starbucks. And I saw a lot of drinks advertised which didn’t sound much like coffee to me (pumpkin latte is the obvious example).
But Starbucks is one of the most successful coffee businesses in the world, and they talk an awful lot about their coffee. And I was reminded of the “Understanding Walking and Cycling” report, which was bemoaned for saying “If you want to know what you need to do encourage cycling, you need to ask people who don’t cycle.”
Because someone in marketing at Starbucks, quite a while ago, went out to ask people who say they drink coffee but actually don’t, what they wanted to drink. And hey presto, you’ve got a worldwide cycling business worth billions of pounds a year which has sucked people into cycling without asking them to become
coffee purists lycra-clad, hi-viz wearing cycle geek.