PrintStarbucks 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
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5 Comments:
Smooth and welcoming... I am very pleased to hear about the "ethically sourced" coffee.As it should be. I wonder though about the max hold time of 30 minutes. Essentially the baristas will be grinding the coffee and brewing more often, and "hand scooping"(How else is it done?...Robots?!) and doing more work. I wonder if customers will be as receptive to waiting longer for fresher coffee that is "smooth and welcoming" or will we see blogs called "Bitter Baristas", "Koffee Talk" , etc. pop up complaining about the new difficulties of their jobs. "Tastes like burning..."
maxpickles at 9:49AM on 04/08/08
I wonder how the public will respond? Starbucks will be changing the taste of their product and while I detest that bitter flavor there are millions of people who apparently love it.
Will the new "smooth" taste mean more or less customers?
Carosone at 10:47AM on 04/08/08
Perhaps they'll keep the traditional charbucks roast for those who love that, and simply add a smoother one? Don't throw away your built-in base for the sake of change.
halfb8ked at 11:43AM on 04/08/08
Ethically sourced?
Are there conflict coffee beans now?
FatBastard at 11:48AM on 04/08/08
What about those of us who enjoy the stronger, sharper coffees? :(
I visited today (big splash day) and tasted the Pike offering. It's nice. It's pretty mainstream. But Sbux always had lighter brews!
I'll miss my Yukon, Gold Coast, Sumatra and beloved Espressos (Italian and French) that they used to brew for the "bold" selection. I understand that Sbux will be running the "bold" brew until 12:00 noon each day, then go to the Pike for the only brewed coffee available during afternoon and evening.
If I get in the mood for a strong brew in the afternoon, I can always have an Americano.
chiff0nade at 2:34PM on 04/08/08