Is Starbucks still cool?

by Bob Sassone, Posted Nov 2nd 2006 @ 9:57AM

I know, I know, I know, many of you are going to say in the comments, "when was it ever cool?"

Writer Douglas Brown at The Denver Post has a story about the incredible expansion the coffee shop chain is going through, with a goal of 40,000 stores (they have 20,000 right now). He calls it the "Growth-Into-Plague," the Krispy Kreme model, where they open so many stores that they are everywhere and they are overexposed and become, as Brown says, "uncool" and "repugnant."

I understand what he's saying. Businesses seem to want to push their dominance to the extreme, and I wonder if customers - even if they are diehard fans - will just get sick of it. I'm not a hardcore Starbucks fan. When I lived in the city and I had a Starbucks a two minute walk away, I did go there a lot (I was addicted to the mocha frappuccinos), but now that I have to drive to go to one, I don't seek it out, even if I do drive past one on my way to Borders.

Readers?

[via Starbucks Gossip]

Filed Under: Business, Trends, Drink Recipes, Coffee Shops
Tags: coffee, mocha, starbucks chain, starbucks coffee, starbucks expanison, starbucks gossip, StarbucksGossip, tea

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Reader comments (Page 2 of 2)

11-05-2006 @5:12PM will k said... I'm not so sure $bux is "uncool" or "unhip" in any kind of way; I just think there's better choices out there.

In Northeast Ohio, we have several chains operating a number of coffee houses, and one notable chain is locally-owned, Arabica Coffeehouse. Arabica, IMHO, has far superior coffee to $bux (not so bitter or burnt-tasting), is cheaper, and you don't have to: a) stand there reading the description for 15 minutes to figure out what you want; and b) translate size names (e.g., "large" = small, "grande" [which means "large", by the way] = medium, and "venti" = large). I absolutely *hate* having to translate this every time I go to $bux, and it takes away from the potential enjoyment of my experience.

Not only that, but Arabica has 4 shops close to me, within my usual daily/weekly circuit, whereas I have to drive well out of my way for $bux; I rarely go to $bux as a result...
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11-26-2006 @4:44AM greg said... 16. I work at Sbux, and you know what? The company still does try to be cool, in a weird, targeting the parents and their kids way. Not unlike McDonalds in a way. The best way is to look at the Cd's and books they are pushing now. Beck, John Mayer, John Legend and on the other end the Beatles, Fleetwood Mac, and all of the old soul stuff. It's the way to target parents and kids.

Do I think whenever a customer comes in and knows entirely way too much about the way we do coffee or asks me everyday when.. egg nog comes out or something, I know that Starbucks is still cool for most of the area. Also, the radio will talk about new Starbucks products all the time, so again it has to be a little cool.

Oh, and I live in the Seattle area also.

Richard you sound like a pr person for the company. Really you need to step out of the green apron and try some REAL coffee. And like the others said the auto machines suck big time. How would I know? Cause I was trained on the older machines before the autos came out. I can't wait till I open up my own coffee shop! Will I have autos? Hell NO! Will I have better roasted beans? Yuppers! Will your latte taste like something burnt or no flavor except for steamed milk? Nope! And guess where I am wanting to open shop. Right next door to a Starbucks, so I can show and teach people what real coffee is all about.
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