McDonald’s (MCD) credited much of its same store improvement to it co-promotion with animated hit movie "Shrek III". The fast food chain said global sales at stores open over a year were up 8.7%. In the US, where the company has higher market penetration, sales rose 7.4% over last year.
There is a lesson in this for Starbucks (SBUX). While a food and coffee chain visited by adults is not likley to benefit from and association with a children’s movie like "Shrek", that still leaves a number of movies, song artists, and product launches.
What would be wrong with giving out a free "Ocean’s 13" Blackjack card deck with every purchase over $10? Maybe Starbucks could use another movie promotion like the "You’ve Got Mail" movie with Tom Hanks and Meg Ryan, which was openly referred to and thought of as a Starbucks and AOL promotional film.
Douglas A. McIntyre
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