I hope I’m wrong on this one.

This morning I went to Starbucks for coffee. After I handed the barista my money, she asked me if I would like to purchase a pack of Via (their new instant coffee) to send to the troops.

What could possibly be wrong with that? Who wouldn’t want to help out our troops who are currently deployed? I come from a military family. I understand the sacrifice and how much things from home are appreciated.

My problem is with Starbucks.

I’ve been searching this morning for information on the Via for the troops promotion and there isn’t much. So please, if you know more about this, let me know.

Here is the issue: Instead of participating WITH me, they are using the troops to sell more product. If they offered me coffee at a discount and actually had some skin in the game, I would have no problem with it. Instead, they’re asking me to pay for their promotion.

It’s fine if they make money off of me for this promotion. But they shouldn’t sell me something at full margin and call it an act of charity.

The end result is that the troops get coffee, so a greater good is served. And Starbucks, for their part, does have to do some work and ship the coffee, so they have some participation. But this is set up as a promotion for Starbucks rather than a goodwill program. 

To do this right, they should have made a special offer, a discount or some other incentive. Instead, they’re asking their customers to sacrifice while they promote and sell a new product.

Maybe I’m jaded, maybe I’m wrong. I sure hope that I am.

If you have a different perspective, be sure to comment and let me know.