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Re: Starbucks

This is an interesting discussion, but some of the statements made
could use a fact check.

Starbucks buys good sound coffee.  They roast it to their own
standards, and offer it in retail setting that many consider
attractive.  It is generally an expensive well designed build-out
using quality building materials.

Starbucks produces espresso drinks in an automated way.  It guarantees
a uniform B+ espresso experience for the consumer every day in every
location.  That is something.  Starbucks baristas do not do latte
art.  That is unfortunate.  Starbucks drip coffee is brewed at a
standard higher than the “Gold Cup” standard of the Coffee Brewing
Center, of the old Pan American Coffee Bureau over 40 years ago.  The
CBC standard, still considered the standard for an excellent cup of
coffee today, has been endorsed by the Standards Committee of SCAA.

Starbucks is the original American espresso bar success story.  They
did not copy others in the US.  Others copied Starbucks’ success, and
some have been able to best the quality where an individual owner has
the passion, developed the knowledge, and had the interest to do so.

Howard Schultz did not invent coffee.  He did not even invent
Starbucks, which was founded in 1971.  Good coffee has been around
forever.  I can think of at least one good US specialty roaster around
since 1840, but that’s not the point.  The point is that there has
always been good coffee, but Starbucks made good coffee popular again
in the last generation.

Peet’s is a fine house.  They are around about 42 years.  Peets was
the original supplier to Starbucks, and it was Al Peet who taught
Starbucks founder Gerald Baldwin how to roast.  Mr. Baldwin is the
intellectual inspiration behind the success of Peets today (Baldwin
purchased Peets in 1983, and sold Starbucks to Schultz in 1987).

-Donald Schoenholt

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