Starbucks, the largest coffeehouse company in the world with 20,366 stores in 61 countries(1) is all set for opening another outlet today in Delhi, India. The company that set its foot in the Indian continent last year on the 19th of October in downtown Mumbai has slowly been expanding its base. After opening up outlets at T3 International Terminal Delhi Airport, the coffeehouse is opening up a store today at Hamilton House, Connaught Place.

What is your passion for coffee?

Starbucks India is also trying to create some buzz about this opening and making it special for coffee lovers in Delhi. The coffeehouse is running a sweet little campaign on social media for fans. The Facebook page of the brand that has more than 15K fans is asking – “What is your passion for coffee.”


The Facebook page has created an app for this purpose where fans have been asked to share their passion about coffee. Lucky ones also get a chance to be invited to the store opening. (However the app failed to work when I tested from the Chrome browser.)

The Twitter page has also been brewing updates about the store opening. The brand that has more than 900 followers has been tweeting about the store opening and directing people to the “What is your passion for coffee” Facebook app.

Promoting store openings and tying them up with a contest has been the common strategy for brands on social media. Some time back we had seen how Krispy Kreme had used social media extensively for its pre store launch in Bangalore. The brand started the buzz from a month before the launch, used social networks extensively and celebrated with offline gift hampers that got fans running to the stores.

Starbucks India has done well for a store opening in Connaught Place. But its time when we start thinking how a brand can connect with the local people on social media for such openings.

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