Up front, know that I am very, very passionate about coffee. The bean is a gift from God, both fuel and warm liquid comfort throughout my day. I could care less if someone smirks when they discover I carry my own grinder, coffee maker and carefully sealed bag of FRESH, oily specialty beans with me when on vacation. So when I read about the much ballyhooed memo sent by Starbucks Chair and founder Howard Schultz to company CEO Jim Donald earlier this month - first made public at StarbucksGossip.com - I knew I had to weigh in.
Schultz discusses the rapid expansion of the coffee chain, ticking off regretful side effects like deployment of automatic espresso machines, bagged coffee replacing "scooped beans", lack of aroma, removal of "romance and theatre", cookie cutter store design, and a lack of coffee-centric merchandise. He sums up his thoughts: "we desperately need to look into the mirror and realize it's time to get back to the core and make the changes necessary to evoke the heritage, the tradition, and the passion that we all have for the true Starbucks experience." Amen, Howard, amen.
I credit Starbucks with introducing me to specialty coffee, which is chosen from the best of the best Arabica beans (about 3% qualify). Typical store brands like Folgers, Maxwell House, etc., use a blend from Robusta beans, which are cheaper, a little rough around the taste edges in my opinion, but packed with more caffeine.
I love coffee, and I love the coffee house experience. There's nothing like ordering a bold, hot cup of fresh brewed - nothing fancy - or an Americano with four espresso shots and a few ounces of hot water. Just give me a window seat, some Sinatra, fresh roasted aroma and a Wall St. Journal, and I'm lost in earthly heaven. I've had this experience numerous times at Starbucks, but the past few years, I've more oft than not had the "watered down" experience Schultz bemoans. It seems harder and harder to find locations with employees that exude passion for customer service. And that translates into inconsistent coffee, overflowing trash cans, tables that need wiped, and products gathering dust on the shelves. Drop the stuffed animals, please, and offer fresh roasted coffee, and products that revolve around that coffee. And hire employees that love coffee and the coffee house experience as much as the customers.
I still go to Starbucks, but selectively. I'm nervous when I purchase beans, because they might have sat for months. So I buy from a Maryland roaster, Mayorga, who provides the best of the best specialty beans. They're a bit pricey online, but worth it. They also supply Costos in my region with greatly discounted prices. Once a month or so, a Mayorga team does a 'roadshow' at my favorite Costo, and I make a point to stop by and pick up a few pounds of beans. They're always about three days out of the roaster, and when you open the foil bag, the aroma knocks your socks off. And the sight of those sweating beans makes my hair stand up. Try the Jamaican Blue Mountain/AAA Kenyan blend. But once you do, you'll never feel the same about other brands again. In fact, you might find yourself packing your own coffee kit for your next vacation.
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