"We’ll be pouring out more coffee than most people serve"

That’s a quote by Howard Schultz, CEO of Starbucks, speaking of his company’s new ‘everyday’ brew.

Chairman and Chief Executive Howard Schultz said the new blend will have a bold, robust flavor profile that customers have come to expect of Starbucks coffee, but with a smoother, buttery finish.

“smoother, buttery finish” = weaker

Starbucks is competing with Dunkin Donuts and McDonalds who have both significantly upgraded their coffee. I think it’s a good thing that these fast food places have better coffee, even if it is still kinda crappy (actually I have a soft spot for Dunkin’s coffee for some reason). But if Starbucks reacts by lowering the “boldness” of their coffee, then I think they are heading in the wrong direction. Like many idealists, I believe that one day in the not-too-distant future we too, like the Euros, will have dark, rich coffee at our disposal, wherever we are. But maybe that’s no different than wishing for a socialist/laissez-faire/christian utopia.

Speaking of laissez-faire and Starbucks, Starbucks recently banned the phrase “laissez-faire” from their customized cards. What do you think, accidental or intentional? Irony or hypocrisy?
(via The Agitator)

1 Comment

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One response to “"We’ll be pouring out more coffee than most people serve"

  1. suzannemarques

    i’ve tried it & i don’t think it’s less bold but then again i prefer americanos…
    i do like the taste better now though.

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