Serious Eats
Starbucks Transitions from Bitter and Burnt to 'Smooth and Welcoming'
The media ploy and slow-crawl retooling continues. After years of over-roasting coffee for its dark, bitter brew, Starbucks has listened to the people and will switch to what it's calling a "smooth and welcoming everyday blend." Instead of merely opening vacuum-sealed bags of preground coffee, your friendly barista will now "hand-scoop" and grind the coffee in house. Smaller batches! A maximum hold-time of 30 minutes! Ethically sourced! The press release would like you to know that this is an "historic" and "monumental" day. Most people would say it's about time.
Previously
Starbucks Buys Clover, Starts Social Networking Site
Starbucks Barista Reprogramming Successful
Starbucks Discontinues Breakfast Sandwiches
Starbucks Breakfast: Doomed from the Get Go