Most women are quick to grab a cup of coffee or tea as a pick-me-up, but we are less inclined to enjoy a huge muffin or cookie with it, as much as we might want to. Coffee mega-chain Starbucks has taken a new approach to our dillema with its new petite sweet menu, one that will probably be quite a hit. Eight new petite treats are now available, each just 200 calories or less. By offering adorable treats in smaller servings, Starbucks is reaching out to its female audience, though not blatantly. Studies have shown that women are more likely to indulge in treats while spending time with their girlfriends, i.e. cheat on their diets and splurge a little. Starbucks’ new treats gives them the opportunity to have a small treat, without feeling guilty.
This is not to say that men won’t also enjoy these treats, but the target audience in this case is definitely females. In honor of the chain’s 40th anniversary, anyone who visits a Starbucks location (between 2-5pm March 10-12) and orders a drink will receive a free petite treat to sample.
Considering that we’ve been in a recession and many folks are cutting back on items which might be considered unnecessary luxuries, Starbucks is making changes to reach its audience in today’s times, in this case with smaller portions and smaller prices.