Summer Food Fun and Drink 2009 Starbucks in decline – Chapter 5

The Seattle-based gourmet coffee chain said it is changing the name of one of its existing stores in its hometown to a name that reflects the neighborhood location.

The store will be called 15th Avenue Coffee and Tea. It will open next week and will serve coffee and tea as well as wine and beer.

Isn’t that like McDonalds changing its Victoria area outlet names to Madame Elizabeth’s Crumpet and Tea house?

Or GM or Ford changing their name to Henry’s Perfectly Reliable Maker of Motored Carriage?

Someone should have told their marketing people that you can’t buy authenticity.

Many industry pundits feel that the Starbucks brand still “resonates” with those who drink coffee regularly. But with the recession now in its second year, the brand may be struggling more because it is considered “premium,” and therefore an expensive product, by consumers.

No. No. No. It is because (in my opinion), Starbucks coffee is not the Starbucks coffee of, say, 10 years ago. In 1992, I used to delight in an extra large black coffee from Starbucks; rich and hot, filled with body and mysterious flavors.

Now it just tastes like the inferior coffee beans that the real specialty coffee companies are passing on that maybe, just maybe, is not good enough. Dunno. You judge.

The fact is, better coffee has arrived in the form of Victrola or Stumptown or Vivace and Intelligentsia

Nobody is going to be fooled by this. Corporate coffee is corporate coffee however you slice it.
Starbucks needs to move aside and let the real coffee brew.

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