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.