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patio11's profile
Patrick McKenzie
Patrick McKenzie
Patrick McKenzie
@patio11

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Patrick McKenzie

@patio11

I work for the Internet, at @stripe, mostly on accelerating startups. Opinions here are my own.

東京都 Tokyo
kalzumeus.com
Joined February 2009

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    Patrick McKenzie‏ @patio11 9 Mar 2019
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    Starbucks made a Roastery (flagship store meant to function as an attraction) in Tokyo and, wow, do consumer-facing companies just smoke the entire tech industry in branding. I assume objective is improving perception of Starbucks as a luxury brand in Asia. Well executed.

    9:48 PM - 9 Mar 2019
    • 16 Retweets
    • 269 Likes
    • Brian Delahunty Roshan Tyler Steinhardt KarateBoy, Compounder brah Unknown Hombre Yondon Fu Phil Jacobson 🍜 Bombadil Brin
    21 replies 16 retweets 269 likes
      1. Patrick McKenzie‏ @patio11 9 Mar 2019
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        Also this cold brew aged in a whiskey barrel is unreasonably good, and I don’t even drink.pic.twitter.com/iq4zSmbSof

        12 replies 2 retweets 164 likes
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      2. Omid M.‏ @moids 9 Mar 2019
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        Replying to @patio11

        This experiential branding jives well with Japanese “omotenashi” values, no? Also, feels like Starbucks doesn’t have a rep for being top shelf in America, whereas in Japan they’re that cool, American brand, so easier to pull this off. Thoughts, since you’re living there?

        2 replies 0 retweets 5 likes
      3. Patrick McKenzie‏ @patio11 9 Mar 2019
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        Replying to @moids

        Complicated. Starbucks is probably past the “hip import” stage of adoption in Japan by about 10 years but does incredibly well here due to competent execution on the usual Starbucks playbook. I’d say slightly higher end in perception than in the US. Complicated by: tourists.

        1 reply 1 retweet 9 likes
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      2. Hodler‏ @Fuzzy_Fog 9 Mar 2019
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        Replying to @patio11

        starbucks transformed a commodity into a luxury without changing it.

        2 replies 0 retweets 6 likes
      3. Patrick McKenzie‏ @patio11 9 Mar 2019
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        Replying to @Fuzzy_Fog

        I think that probably undersells their product-side accomplishments a bit but I won’t deny they changed the natural anchoring for a cup of coffee from $0.05~0.25 to $4 for a lot of Americans.

        2 replies 0 retweets 14 likes
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      2. Bruno Belcastro‏ @argen 10 Mar 2019
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        Replying to @patio11

        They did the same to enter the Italian market, I was in the one in Milano last weekend and it was 🤯 The attention to detail in the architecture was at or with a 5 star hotelpic.twitter.com/FXX30E0bgr

        3 replies 0 retweets 32 likes
      3. Ryan J. Skalla‏ @ryanskalla 13 Mar 2019
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        Replying to @argen @patio11

        I was so disappointed when I heard this. But then I remembered that a pretty building can’t make up for the fact that their coffee is still swill. I love visiting Italy for THEIR culture, not something I can get every 50 yards where I live.

        1 reply 0 retweets 0 likes
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      2. Kevin Kwok‏ @kevinakwok 10 Mar 2019
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        Replying to @patio11

        Adjacent aside: Once hung out with friend of friend who runs reasonably known beverage chain. They walked me through build out for their Japanese store and told me that way more is spent on designing does in Japan than us for most brands

        1 reply 0 retweets 7 likes
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      2. Casey Handmer, PhD‏ @CJHandmer 10 Mar 2019
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        Replying to @patio11

        So glad they were crushed in Australia.

        1 reply 0 retweets 4 likes
      3. Alex Krause @ 🏠‏ @a19grey 10 Mar 2019
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        Replying to @CJHandmer @patio11

        Average coffe in australia is off the charts good.

        0 replies 0 retweets 3 likes
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