There are certainly people who don't think Starbucks and McDonalds are competing, but I do. And I found it very interesting that Starbucks closed yesterday to train 135,000 baristas on how to make better, more premium coffee. Now, Starbucks has a new sign posted in its stores: "Your drink should be
perfect, every time. If not, let us know and we'll make it right."
They intend to achieve this goal by implementing three new tactics: (from valleywag, http://valleywag.com/361607/
whats-new-at-starbucks-3-changes )
- 1. Richer espresso mix. Starbucks espresso machines have been recalibrated to mix a stronger dose. It's not as powerful as Peet's, but it's more in that direction. My daily triple-shot tastes a lot thicker.
- 2. Shot glasses. Instead of pouring directly into your cup, all shots are now dispensed into clear glass shot glasses. The barista must visually approve the shot before pouring it into a cup. This not only checks the mix, it prevents stale, crema-free shots from being served after lying around too long.
- 3. Smaller steamer pitchers. No more giant tub-o-foam, but rather smaller batches of steamed milk and foam more tailored and fresh to each order.
What I wonder is how many people are dissatisfied with the quality of Starbucks' coffee? I thought there were many more complaints around the service not the product. (Of course, I am writing this just after calling to cancel the credit card that apparently wasn't handed back to me yesterday at New Haven Starbucks - so I may be a little biased.)
Starbucks is differentiating itself by becoming more premium and catering to the "refined" coffee palette while McDonald's, as usual, remains more mainstream. This is going to be interesting.
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