GreenNetizen

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    • ON: Tue Mar 25th 08:55 AM
      Commented on:
      What Is Starbucks Doing Out There?
      My investment club owns Starbucks stock so I make an effort to shop there. I have one drink that I indulge myself in: Chai latté tea. Since I pay a premium for this drink I feel I have a right to tweak it to my specifications: Venti Chai Latte, all soy, no water, extra hot, 1 1/2 extra pumps of the Chai syrup, stirred well, no foam and cinnamon sprinkles on top. I could go into an explanation why each of these requirements are so important to make the drink "just right" but will spare you. I pay $4.30 for this drink. Shouldn't I have the right to expect it to be "just the way I like it?" At first it was a once or twice a week thing but I went through a phase where I had to have one about every day. (stress in my life) I would visit different stores, order the same drink. In the early years of Starbucks, it was a good experience. The drink was consistent; the workers were polite and acted like they enjoyed their jobs. In the last year though, I began to notice that service, the atmosphere, and taste, and the drink itself varied from store to store. The price even varied. Some people would charge me the extra 40 cents for the soy and others would not. Some would try to charge me and extra 40 on top of the soy for the extra shot of chai. When I tried to talk to the district manager, was given the brush off and eventually contacted by an e-mail, which I never responded to.

      So what do I think of the company now? I think it has lost some of its authenticity. I began to feel like it was an artificial experience, the whole coffee shop thing. It was becoming "just another store that wants your money."

      I disagree with Todd about Shultz coming back. This is probably a good thing. I hear that the employees are very happy and excited about his return. What Starbucks was able to do when he was running the business was to create an experience and a connection with the community. People found a place where they could go and hang out and meet with their friends. Our book group would meet there and talk about the book we were reading. It lost that when it became "just another store." It made the Chai tea taste not as good and made me question whether I was being an idiot for spending that much money for a drink!

      If they can create new products and recapture that sense of community that made them such a hit to begin with, they may have a chance. Not everyone wants coffee in five minutes or less. The Starbuck stores in our town that do the best are the ones who have friendly employees, support community events, provide a secular gathering spot, have good food, and it just feels good to walk into the place. That is what they have lost. That is what they need to get back if they are going to stay "unique."
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