May 16, 2013

Packaging and rehydrated oat product



I’ve been at Starbucks Burlington since 6am.

I got a note from our construction supervisor last night saying there was a problem with the trenching they’re doing. Apparently the drawings we had from our engineers (BLW engineering) were not accurate. So I’m meeting him up here to review the situation.

I’m waiting for him at Starbucks. I tried to find an independent coffee shop in the area and had no luck. I’m constantly trying products doing my best to learn where competitors are and what they do. And while Starbucks isn’t exactly a company we think of as a competitor, there is a lot to admire and learn from them.

I bought a medium latte and an oatmeal. It was the oatmeal that really caught my attention. Check out that picture. That’s the packaging I got for ONE OATMEAL! Isn’t that sort of amazing? Really! I count 7 pieces of packaging for this product: a bag, a plastic bag wrapped plastic straw, a nut pack in plastic, “fresh blueberries” in plastic (packaged 4/27/13, they actually list that on there which I think is sort of cool, but not exactly fresh as they are almost a month old and from California), a packet of sweetener (that I didn’t ask for) and the oatmeal itself with a lid. Wow!

I don’t know if this amazes anyone else, but I’ve been really obsessed with packaging lately. We’re trying to make our food better togo. And I think we’re on a great track. But do you know how many items you get when you order oatmeal from us? 1. A cup of oatmeal. To be fair most customers will help themselves to a spoon. That’s 2 items. What do you think about the excess packaging you get when you order food out? Does it bother you? Do you think about it at all? Where does it go?

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