Today’s Detroit Free Press reports that 80 Michigan Starbucks are offering “Coffee Exploration” programs from 2 to 3 p.m. every Saturday through December: Time for a coffee break. Programs include free, informal classes on various coffee-related topics such as better home coffee, what makes good iced coffee, and coffee bean varieties from different regions around the world.
As Starbucks Coffee’s espresso quality falls to increasingly more pedestrian levels (due to product dilution amid massive chain growth and ever-improving espresso from niche retailers), it’s a smart move for a group of regional Starbucks to invest in a coordinated consumer education effort. It extends their brand while exposing their consumers to a wider spectrum of services — with the ultimate hope of growing consumer appreciation.
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