Michigan Starbucks introduce “Coffee Exploration” programs
Posted by TheShot on 03 Jun 2006 | Tagged as: Café Society, Consumer Trends, Starbucks
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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on 29 Aug 2006 at 12:49 pm -05:00T 1.TheShot.coffeeratings.com » How many podcasts does it take to sell a mediocre cup of coffee? said …
[...] Today, the company announced their strategy to counter the growing encroachment of fast food rivals vying for their coffee business: To stand out, Starbucks pushes coffee know-how | Consumer Products | Reuters.com. The plan includes holding coffee tastings in its North American stores. As reported here earlier this summer, this is likely an extension of the trial education programs Starbucks staged in places like Michigan. [...]