WHAT IS STARBUCKS THINKING?
I'm a coffee nut. And it's all Kristin's fault. We met for the first time when we roomed together at Glorietta Writer's Conference. My parents had always drunk coffee but I was not impressed. Kristin insisted on renting a car so she could have her iced mocha. I'd never been in a dedicated espresso shop. I inhaled that aroma and reeled with delight. K ordered her iced mocha and she got me one too. One sip and I was a goner. Coffee became an EXPERIENCE. And that is what Starbucks has built its business on. The experience we get when we walk into a cafe. The friendly barista. The aromas of the different blends. The myriad choices. Sitting at the table and chatting with friends or family. The experience is delightful.
I went shopping with Donna on Saturday. Of course we had to stop at Starbuck's for our afternoon treat. The first thing the cashier wanted was to offer me a chance to taste test the new instant Via. "Don't get me started," I said. "What is Starbuck's thinking? I can get instant at home. I come to the cafe for the experience. I like to hear the whir of the foaming milk, the sound of the espresso crema forming on the shots, the aroma of ground beans." People in line nodded as I talked to him. And I didn't taste it. What was the point? I don't want instant coffee. Not ever. My coffee loving soul just shudders at the thought! Coffee was never made to be instant. I want the full value of the antioxidants. I want the fresh stuff. No short cuts. No substitutes.
I walked out with a smile on my face and my iced Americano lightened with half and half in my hand. And it made me consider my books and my readers. I don't ever want to shortchange my readers. I want them to get the real thing. A book I've worked on, loved and produced with no shortcuts. One full of caffeine. :-) The real McCoy. No imitation. One that comes from my heart and is what I really love writing.
How about you? Do you have a pet peeve that you see your favorite company doing? Or something you are doing that you will vow to do to the best of your ability?
Labels: coffee, espresso, Starbuck's Via