Simmer Down, Starbucks. Simmer Down Na!

I love Starbucks.

All in all, the brand is very good to me (and God knows I've been good to it).

Given my affinity for the brand, I certainly didn't have a problem with their aggressive push into the music world. On the contrary, actually - I rather enjoy having the option to peruse new music as I prepare to enjoy my favorite cup of joe.

In fact, I'm guilty of purchasing several CDs there over the last couple of years. Like everyone else, my eyes are always looking for something new to feast on - especially there.

On my latest store visit, however, I felt a bit overwhelmed. Not only was the music placed in more locations than ever before, but there was flashy new packaging (heavy on the halograms) everywhere promoting their partnership with iTunes, cards that promised to give you 2 Free Songs on Apple's site, sticky posters advertising an XM satellite contest with Dave Matthews (that I found out after the fact had ended several weeks earlier) and the usual counter-top displays of their latest CD releases.

The card was, by far, the most frustrating element I experienced. You see, the week earlier, upon paying at the register, I was given two free songs to download by an upcoming artist I had never heard about. So, naturally, I assumed that these cards were yet another way to push new talent. I was wrong. It was nothing more than a Starbucks Gift Card on steroids. Apparently, if you buy that particular card, you're entitled to a $2 treat. Which is cool, of course. I guess. The confusion it caused me, on the other hand, was not.

Is it possible that Starbucks has gotten a bit ahead of themselves in the music department?

This got me thinking. If Starbucks is going to keep introducing all of this music stuff, perhaps it's time to consider a music lounge/listening corner of some sort. Some of the latest stores, equipped with make-your-own-CD stations, seem to be going down this road already. I think that when the in-store offerings start confusing customers, you might need to reconsider your strategy.

I for one am beginning to have a problem with weaving through a sea of musical offerings just to find the counter. And while it doesn't seem to be hurting business now, could it? Your guess is as good as mine.

The question is definitely an interesting one. I often wonder if Starbucks could do anything to keep customers from coming back. I guess we'll just have to wait and see.