Christian

Making Starbucks Exciting Again

Dirty's post is excellent. I'm long on SBUX (accumulating shares at this level) and LOVE Starbuck's. I don't mind paying $3-$5 for a latte/mocha/what-have-... and have been a loyal customer for many years.

But reading the previous post does have me agreeing: Starbuck's may have become too "fast food". I don't feel the magic I did long ago when I first discovered my "latte" fixation. I'm still a regular customer, but wonder where the brand is going. Maybe the stores get too crowded to deliver the "coffee shop" experience. Pleasantness aside, a really good barista ought to know your name and the details on the coffee nirvana they serve.

Too many stores - when there's three stores within eyeshot standing outside a Starbuck's at a mall in SoCal, there's no wonder the employees can't keep track of the regulars and the drive-by's. I do like convenience, but would not mind having to drive a few more minutes to get to a shop that can recollect who I am and what I love to drink.

The changes Howard are pursuing are good, and I'm willing to purchase shares this cheap to invest in the roadmap. Hopefully he can rediscover the small Starbuck's coffee shop "magic".

Think I'm gonna get me a grande white mocha...