Tuesday, July 1, 2008
Image is in the details.
Not being a coffee drinker, I was confused by the sizes at a Starbucks recently. Fortunately, they provide handy examples up front, from which I deduced the following translations:
Tall normally means something is bigger than its peers, but in this case tall means small. Customers ordering a tall are freed from feeling like they are depriving themselves.
Grande means large. Instead of feeling guilty about indulging, customers can take a caffeinated vacation south of the border. Arriba!
Venti means Supersize. We have learned though from our forebears in the 1990's that Supersize will kill you. So Starbucks had to rename it. Venti is Italian for 20, as in the number of ounces in the drink, or the square root of the caffeine dose.
It's great ideas like these that helped Starbucks open a new location every workday in the 1990's.