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DEL.ICIO.USThe Atlanta Journal-Constitution
Published on: 02/25/08
Joke all you want about the $4 cup of coffee, but what if you couldn't get your daily fix of Starbucks?
That day is here.
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The coffee house is closing all 7,100 company-owned U.S. stores for three hours Tuesday for remedial espresso training for its baristas. Luckily for caffeine fiends who can't get the day started without a slug of Joe, the company's at least waiting until 5:30 p.m. to close the doors.
Coffee drinkers may mope, but the company is in an even deeper funk.
Battling competition from fast food restaurants that have upgraded their coffee and are wooing financially battered consumers, Starbucks has been struggling to hold onto customers who once flocked to its hip vibe and hand-pulled espressos.
In the month since chief executive officer Howard Schultz unveiled plans for regaining the buzz, he's discontinued warmed breakfast sandwiches (the smell interferes with the coffee aroma that customers love), slowed new store openings and reorganized operations.
And now, he's closing stores for training that he promises will re-energize baristas and enhance the customer experience. Translation: Baristas will learn how to pull the perfect shot again and steam milk to order, not just press a button on the automatic espresso machine.
That's OK with customer Madeline Reamy, who often uses the coffeehouse near her Midtown office for morning business meetings. She'd like to see the company go even further to reach out to customers, by switching to all government-certified, shade-grown, fair-trade coffee — she's executive director of Earth Share of Georgia, which promotes environmental causes. But mostly, she'd like to see it stay put on a block that has few other alternatives.
"We certainly need Starbucks, that's for sure," Reamy says.
Will the art of espresso help Starbucks get the magic back? Look for an answer soon.
By summer, budget-conscious coffee lovers will be able to pick up less expensive espresso and capuccino at McDonald's, which is rolling out an ambitious coffeehouse program at 14,000 U.S. locations. In the meantime, Dunkin' Donuts is making a play Tuesday for Starbucks customers by offering 99-cent small espresso-based drinks from 1 p.m. to 10 p.m.
That's a lot of java. Is there enough latte love to go around?
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- Starbucks' new pledge: A perfect cup of coffee, or do it over again (02/27/2008)
- Starbucks takes a coffee break to train (02/26/2008)
- Starbuck closing -- for three hours (02/26/2008)
- More foods getting labeled as US or foreign-grown (09/30/2008)
- NATION IN BRIEF: Tax break deal eludes lawmakers (09/30/2008)
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Comments
By Hal
Feb 26, 2008 7:58 PM | Link to this
Ah, CM, another University of Comcast alum I see! Neato cool!!!
By CM
Feb 26, 2008 7:14 PM | Link to this
It's coffee, not medicine. Hal - you're an idiot
By Hal
Feb 26, 2008 6:47 PM | Link to this
Hey "AtlantaDebbie"! Since you support the terrorist state of Israel, why stop at just visiting Starbucks? Here's a real neato cool idea: Just relocate to the land of apartheid!!! Cool!
You'd be happy there. The KKKosher KKKlan would be happy to accept even a clueless supporter like you!
By AtlantaDebbie
Feb 26, 2008 5:29 PM | Link to this
Starbucks supports Israel? Cool! Thanks for letting me know. I don't drink coffee, but I'll certainly go by more often for tea now that you shared that info.
By darshana
Feb 26, 2008 5:28 PM | Link to this
None of the fast food wannabe chains that I have been to actually brew the espresso or blend the cold beverage for you. It is a watered down powdered version, hence the lower price. If that is what you want... go for it. If you want a well brewed latte or mocha, go to a coffee house. It is worth the extra two bucks to get it done right.
By goaliemom
Feb 26, 2008 4:48 PM | Link to this
Tried Dunkin Donuts and the Frappichino I bought was watered down, had all ice and hardly any coffee in it. They cannot hold a candle to Starbucks when it comes to quality and taste. Expensive, yes. But those who complain probably waste their money in places I wouldn't. It's a matter of preference.
By Hal
Feb 26, 2008 4:00 PM | Link to this
Hey "c", your son is in Iraq because it is what Israel wants. What Israel wants, Israel gets. If you join the U.S. military, best not to have a problem serving Israel.
By RDK
Feb 26, 2008 2:36 PM | Link to this
Maxwellhouse is good if you like to drink ****. Starbucks may not be perfect but the coffee and espresso if fair superior then the alternatives.
By c
Feb 26, 2008 2:31 PM | Link to this
oh my goodness all this fuss about coffee, I am sorry but I worry about my son in Iraq, next Sunday morning - find out how many young people were killed this week!! while you screwed with coffee, kinda puts a real spin on the coffee crap.
a mom, who makes her own coffee and donates money to help US Soldiers and their families.
By roaster
Feb 26, 2008 1:30 PM | Link to this
"Wow what a bunch of coffee snobs...("I roast my own!") "
Hey Yikes, what do you think the Maxwell bunch call you Starbucks folk?.......
Kind of like calling a scratch cook a "snob" over a microwave one!
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