http://theshot.coffeeratings.com/2006/12/the-starbucks-lifestyle/ Rants and Raves on Espresso Sat, 22 Nov 2008 07:18:26 +0000 http://wordpress.org/?v=2.6.3 http://theshot.coffeeratings.com/2006/12/the-starbucks-lifestyle/#comment-3068 Espresso News and Reviews - TheShot.coffeeratings.com » The Rise of Yuppie Foods Wed, 15 Aug 2007 15:46:25 +0000 http://theshot.coffeeratings.com/?p=326#comment-3068 [...] Sure, like the Third Wavers, I still believe taste is big part of it. CoffeeRatings.com owes its existence to my first revelation espresso. But on the whole, there’s clearly a lot more to it than just that: coffee is a booming, not a dying, business today. Even if you don’t think coffee has become a mildly addictive fashion accessory, how do you explain all the new coffee drinkers — many of whom don’t even like coffee? [...] [...] Sure, like the Third Wavers, I still believe taste is big part of it. CoffeeRatings.com owes its existence to my first revelation espresso. But on the whole, there’s clearly a lot more to it than just that: coffee is a booming, not a dying, business today. Even if you don’t think coffee has become a mildly addictive fashion accessory, how do you explain all the new coffee drinkers — many of whom don’t even like coffee? [...]

]]> http://theshot.coffeeratings.com/2006/12/the-starbucks-lifestyle/#comment-3011 Espresso News and Reviews - TheShot.coffeeratings.com » Toronto's love affair with espresso bars heats up Thu, 19 Jul 2007 03:14:49 +0000 http://theshot.coffeeratings.com/?p=326#comment-3011 [...] sentence to some people. But who in their right mind needs over 100 coffee drinks? That smacks of Starbucks’ coffee-flavored milkshake approach, primarily aimed at people who really don’t like coffee but still want to play along as if [...] [...] sentence to some people. But who in their right mind needs over 100 coffee drinks? That smacks of Starbucks’ coffee-flavored milkshake approach, primarily aimed at people who really don’t like coffee but still want to play along as if [...]

]]> http://theshot.coffeeratings.com/2006/12/the-starbucks-lifestyle/#comment-2350 Espresso News and Reviews - TheShot.coffeeratings.com » Crack coffee: when coffee has nothing to do with it Tue, 01 May 2007 23:50:08 +0000 http://theshot.coffeeratings.com/?p=326#comment-2350 [...] It’s one thing for the likes of Starbucks to purvey their popular coffee-flavored milkshakes (double-tall, four-pump vanilla caramel macchiato, anyone?) — suitably designed for people who don’t like coffee, but want to play along anyway. But it’s another thing entirely when some coffee purveyors treat the beverage purely as a narcotic with no other redeeming qualities whatsoever. [...] [...] It’s one thing for the likes of Starbucks to purvey their popular coffee-flavored milkshakes (double-tall, four-pump vanilla caramel macchiato, anyone?) — suitably designed for people who don’t like coffee, but want to play along anyway. But it’s another thing entirely when some coffee purveyors treat the beverage purely as a narcotic with no other redeeming qualities whatsoever. [...]

]]> http://theshot.coffeeratings.com/2006/12/the-starbucks-lifestyle/#comment-994 Espresso News and Reviews - TheShot.coffeeratings.com » All the King’s Horses, and All the King’s Marketing Consultants… Tue, 06 Mar 2007 22:54:13 +0000 http://theshot.coffeeratings.com/?p=326#comment-994 [...] And the superautomatic machines? So what! — just keep the drinks coming fast and “clown-free”. Keep on cranking out the double-tall, four-pump vanilla caramel macchiatos and your broad array of coffee-flavored beverages. Note that I did not say “coffee” — as your profits are in the coffee-flavored milkshakes, not in single shots of espresso. As I mentioned before, most people really don’t like coffee anyway. A key ingredient to your success has been convincing your customers that they do like coffee — just your version of it. [...] [...] And the superautomatic machines? So what! — just keep the drinks coming fast and “clown-free”. Keep on cranking out the double-tall, four-pump vanilla caramel macchiatos and your broad array of coffee-flavored beverages. Note that I did not say “coffee” — as your profits are in the coffee-flavored milkshakes, not in single shots of espresso. As I mentioned before, most people really don’t like coffee anyway. A key ingredient to your success has been convincing your customers that they do like coffee — just your version of it. [...]

]]> http://theshot.coffeeratings.com/2006/12/the-starbucks-lifestyle/#comment-692 Espresso News and Reviews - TheShot.coffeeratings.com » Coffee taste test stirs hot debate Sat, 03 Feb 2007 23:50:08 +0000 http://theshot.coffeeratings.com/?p=326#comment-692 [...] But the coffee purveyors like it this way. It means that their brands have come to stand more than just their coffee; their brands have come to identify with personal lifestyles — something much more intimate and personally defining. The real truth is, of course, in Starbucks’ statement in response to Consumer Reports‘ study: “Choosing a brand of coffee is a personal decision, as taste is subjective.” So much for Jim Donald’s recent comments about customers “graduating” from McDonald’s to the unquestionable superiority of Starbucks’ “super-premium” coffee. [...] [...] But the coffee purveyors like it this way. It means that their brands have come to stand more than just their coffee; their brands have come to identify with personal lifestyles — something much more intimate and personally defining. The real truth is, of course, in Starbucks’ statement in response to Consumer Reports‘ study: “Choosing a brand of coffee is a personal decision, as taste is subjective.” So much for Jim Donald’s recent comments about customers “graduating” from McDonald’s to the unquestionable superiority of Starbucks’ “super-premium” coffee. [...]

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