http://theshot.coffeeratings.com/2007/02/starbucks-customer-hemorrhaging/ Rants and Raves on Espresso Mon, 08 Sep 2008 18:47:42 +0000 http://wordpress.org/?v=2.6.1 http://theshot.coffeeratings.com/2007/02/starbucks-customer-hemorrhaging/#comment-694 Espresso News and Reviews - TheShot.coffeeratings.com » Coffee taste test stirs hot debate Sat, 03 Feb 2007 23:52:04 +0000 http://theshot.coffeeratings.com/?p=355#comment-694 [...] 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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