Starbucks and Free Wi-Fi

Slate.com posted a recent article touting how smart Starbucks is to finally offer free Wi-Fi to their patrons, and I disagree.

I’ve actually given this a lot of thought over the years (you’d be surprised at just how much time I’ve thought about this exact subject!), and here’s my two-cents on the matter…

1. Agreed. Starbucks internet access options were ABSOLUTELY cumbersome.

2. Truth: Starbucks isn’t in the business to provide free web access to people. Their job is to sell expensive coffee to people.

3. 95% of the Starbucks locations I’ve visited are not all that large, with not a lot of available seating space. There are already too many ‘campers’ in their stores with even their limited web access options. If you make it all-you-can-eat access, I’m NEVER going to find a free table.

So, here was my idea from at least 5 years ago…

Core concept:
Each receipt you get from Starbucks has a code printed at the bottom that is good for one free hour of Wi-Fi access in their stores.

Additional components:
1. Code is temporary and is only valid for use within a 2-hour period. This would put some limit (but not eliminate) campers hitting-up customers with to-go orders for their receipt codes.

2. Purchase to qualify for access code has to be $4 or more.

3. When your hour of use is up, go back to the register, make another qualifying purchase, and receive a new code.

Are all the kinks worked-out? No, but I think it’s a pretty solid concept that leverages the “free” web access in a manner that increases sales at Starbucks and weeds out the free Wi-Fi moochers by staying true to the original intent of providing free web access in the first pace — rewarding and making life a little more convenient for customers of Starbucks.