This is an interestingpoint of view from Michael Kelley. You can check out his blog here.
Dunkin’ Donuts is creaming Starbucks right now. Dunkin’ Donuts won the taste test, it’s three times cheaper, and the company is actually expanding, whereas Starbucks is closing stores every day. Dunkin’ Donuts is about to roll out a $100 million marketing campaign to trumpet the results of the taste test and try and put the dagger into the heart of Seattle. Some people are saying that Starbucks has seen its better days, and that this is just the beginning of the downhill slide.
I would propose that the church has something to learn from Dunkin’ Donuts.
The reason we have something to learn is that we have tried to be Starbucks. We’ve tried to be slick, trendy, and hip. We’ve tried to be a place that is non-threatening and easy to come to. And when you walk in, you see beautiful people in holey jeans and black glasses, all looking very intellectual and hair-frosty. Additionally, we have tried to make church a low-demand environment, much in the same way Starbucks is. It’s low demand in that even though the basic premise of the store is selling coffee, some people don’t even go there for coffee at all. And nobody’s going to pressure them about the coffee. That sounds familiar, too.
(HT: Ed Stetzer)