Starbucks: Putting a lid on it
Tuesday, February 26th, 2008
“Coffee should be black as Hell, strong as death, and sweet as love.” -Turkish Proverb
By Brooke. A. Brown
Starbucks Corp. recently announced that it would be closing nearly all of its shops in the U.S. today – that’s over 7,000 locations, half of which are situated directly across the street from one another.
I should probably clarify that the closing will be a temporary one, lasting just long enough (three hours, to be exact) for company officials, managers, what-have-you to administer a refresher course on espresso standards. Let’s call it a Barista Re-Boot Camp. Here are the details. (And if you find your local Starbucks closed, head fast to a Dunkin Donuts, which is leaping into the fray and from 1 p.m. to 10 p.m. today selling small lattes, cappuccinos and espressos for 99 cents.)
So why is this necessary? According to Forbes.com, the world’s largest coffee house chain is seeing diminishing traffic due to increased competition, a poor economy and, apparently, sloppily prepared espresso beverages. Could it be that fast coffee service is not necessarily the best delivery method?
I’d say it’s quite encouraging that a mega-corporation such as Starbuck’s would, first of all, admit there’s a quality control issue. That takes guts. But it’s also impressive that they’re doing something about it in such a public way. That takes brains, not to mention an first-class public relations firm.
Not for nothing, but you’ve got less than an hour to satiate your Tuesday, February 26th late-afternoon Starbucks fix!






