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When guests started asking for Starbucks coffee by name, Michiel Bakker, senior director of F&B, North American Division, Starwood Hotels and Resorts Worldwide, recognized the opportunity presented by the “great match” between the upscale coffee company and Starwood’s positioning of its Sheraton and Westin brands.
Today, Starbucks coffees and Tazo teas are served in all North American Westin and Sheraton food and beverage outlets, including banquets and catering. In addition to benefitting from Starbucks’ brand image, national distribution, and joint marketing opportunities, “When it comes to the final product, their high standards of excellence bring consistency to each and every cup,” Bakker says.
Bakker notes that Starbucks standards for customer service are just as high. “They are very dependable, offering great service at multiple levels, including regular visits to the properties by Starbucks territory managers,” Bakker explains. “Inside account representatives are also available by phone to answer any questions, and a national account executive works with Starwood’s brand leaders to develop and execute strategy,” he says. “It’s a great partnership between Starbucks and Starwood.” –JT
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