Starbucks is trying to get back into the good graces of the Coffee Elite and the Coffee Shop dwellers that made the chain what it is. Sure, the last decade they've spent most of that catering to the rapid fire, can't breath, must hurry, simple minded, get the caffeine, no life, rat race running, crazed suburban car driving crazies. Why, because they blow wads of money on things they can get suckered into, because it is trendy.
Therein lies the problem. Starbucks became trendy, and trendy isn't sustainable. Trends come and trends go. Starbucks has hit their peak and needs to find that sustainable growth model now. One way is to get back to the true coffee drinkers. The true coffee shop thinkers and talkers and chatty types. They need to find that true coffee shop laptop warrior who needs to sit down and camp a bit while tearing through some code or e-mail and sipping some caffeine.
In addition to getting back in touch with all those people, Starbucks by far needs to get back in touch with their coffee connoisseur types. To some degree they've done this or at least started this process. They've come out with some new roasts that aren't their notorious burnt flavor. They've always bought better than average beans, but their roasting has been of question. Starbucks has also started investing in some serious coffee machines. The question is, will they actually deploy and use these machines well? It looks so far like the push button barrista drone user machines will be in use for at least another 5 years or so. Plus these high grade machines aren't exactly mass produced, so they can't just logistically lay these out to 3000 plus stores!
Starbucks is heading in the right direction, but it still has a way to go, before it reaches a good sustainable model of growth and existence. They're people are generally good, they generally treat their people well, they have a product name, now the goal is to make sure it gets a good reputation and can maintain. So far they are slipping into the uphill battle that McDonalds has fought for the last 20-30+ years. McRib was their last big hit, good luck to Starbucks having more hits besides that Venti Caramel Machiatto!
A Few of My Free Solutions
- My first suggestion. Get the freaking comfy chairs back. They've been gone for about 3-5 years. I stopped going regularly because most of the comfy chairs are gone. This absolutely sucks, the hardwood chairs remaining are horrible. If you want street cred with the coffee shop types you're going to need to get some comfy chairs.
- Get rid of the stupid deal you have with AT&T or T-mobile or whoever. You shouldn't be charging for the wireless. That's just not coffee shop like at all. Every Stumptown offers free wifi, and it isn't hurting them. Almost every other local shop I've ever been in also offers free wifi. What Starbucks does with their deal with T-mobile is just offensive, and leaves me using my own wifi or just not going to Starbucks. EVER!
- Get a selection of milder, richer, more elaborate roasts for the coffee connoisseur. In addition to that, get those high quality machines out there and actually give the barristas the ability to customize and make really good brews and espressos.
- Throw in some barrista competitions, get involved more in the community that way, and get the individual community stores to get involved in that way. Get barrista Jane to get her local friends and family to come in and have a barrista competition for cappuccino, espresso straight, honest machiattos (spelling), and other mixes.
That's it for my suggestions, I'm sure others can come up with another dozen or so. Cheers, and bottoms up for those cups of Joe!
Note & Context: I always want the best for people and their respective business. I like to see everyone do well. Right now though I don't actively seek out or support Starbucks. I'm a Stumptown Coffee Drinker and will remain until numerous additional changes are made. Oh yeah, nobody gives me a red cent to write these reviews. This is 100% me, 100% original. I'm not trying to sell anything. If someone wants to give me money that's fine, but it isn't going to change any of my reviews. I suck at lying and wouldn't even begin to try doing that, even for cash.