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	<title>Espresso News and Reviews - TheShot.coffeeratings.com &#187; mastrena</title>
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		<title>Starbucks buys Clover, grinds beans, and dumbs down their espresso machines even further</title>
		<link>http://theshot.coffeeratings.com/2008/03/starbucks-buys-clover/</link>
		<comments>http://theshot.coffeeratings.com/2008/03/starbucks-buys-clover/#comments</comments>
		<pubDate>Wed, 19 Mar 2008 21:09:54 +0000</pubDate>
		<dc:creator>TheShot</dc:creator>
				<category><![CDATA[Machine]]></category>
		<category><![CDATA[Starbucks]]></category>
		<category><![CDATA[clover_brewer]]></category>
		<category><![CDATA[mastrena]]></category>
		<category><![CDATA[superautomatic_espresso_machines]]></category>
		<category><![CDATA[verismo]]></category>

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		<description><![CDATA[We really hate doing Starbucks posts if we don&#8217;t have to. After all, Starbucks hasn&#8217;t been relevant to quality espresso in over a decade. But if you&#8217;ve been following some of the Clover brewer posts here, you may be surprised to learn that Starbucks liked them enough to buy the company: Aroma comeback: Starbucks to [...]]]></description>
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<p>We really hate doing <a href="http://www.coffeeratings.com/chain-view.php?chainId=75">Starbucks</a> posts if we don&#8217;t have to. After all, Starbucks hasn&#8217;t been relevant to quality espresso in over a decade. But if you&#8217;ve been following some of the <a href="http://theshot.coffeeratings.com/2007/02/clover-coffee-brewer/">Clover brewer</a> posts here, you may be surprised to learn that Starbucks liked them enough to buy the company: <a href="http://seattlepi.nwsource.com/local/6420ap_wa_starbucks_shareholders.html?source=rss">Aroma comeback: Starbucks to start grinding coffee in stores</a>. (More details here: <a href="http://www.hispanicbusiness.com/news/2008/3/19/starbucks_to_acquire_the_coffee_equipment.htm">Starbucks to Acquire The Coffee Equipment Company, Maker of the Clover &#8211; HispanicBusiness.com</a>.)</p>
<p>OK, so the rest of the world seems to be &#8220;oohing&#8221; and &#8220;aahing&#8221; over news that Starbucks is returning to grinding beans fresh at their locations &#8212; reversing a move to pre-ground, packaged beans from 10 years ago. The media also seem curious about Starbucks&#8217; announced replacement for their horrid <a href="http://www.coffeeratings.com/machine-view.php?machineId=40">Verismo</a> machines: an even more dismal-sounding contraption from the same manufacturer, Swiss-based <a href="http://www.thermoplan.ch/">Thermoplan</a>, called the <em>Mastrena</em>. (More on that in a minute.)</p>
<p>But the news most relevant to quality coffee is their purchase of the fledgling <a href="http://www.coeqco.com/">Coffee Equipment Company</a>, makers of the (oft-cited-$11,000-a-pop) Clover brewer. This after Starbucks <a href="http://theshot.coffeeratings.com/2008/02/clover-at-starbucks-seattle/">tried out the device</a> in a couple of Seattle-area cafés for a couple months. For chocolate lovers, this is akin to Hershey&#8217;s <a href="http://www.thehersheycompany.com/news/release.asp?releaseID=743393">buying out Scharffen Berger</a> in 2005. (It&#8217;s entirely fitting that Starbucks announced Hershey&#8217;s as their <a href="http://www.businessweek.com/ap/financialnews/D8V6MHUO0.htm">chocolate partner</a> earlier this month.)</p>
<p><a href="http://www.coffeeratings.com/roaster-view.php?roasterId=66">Starbucks coffee</a> in a Clover machine? Who buys a $30,000 sound system to listen to AM talk radio?</p>
<p>But back to the Mastrena, a device that the <em>Seattle Post-Intelligencer</em> described as &#8220;a new machine designed to leave a smaller margin for error in pulling shots and steaming milk.&#8221; Apparently Starbucks will now be able to hire employees with <em>less</em> skills than trained monkeys &#8212; to produce consistently underwhelming and &#8220;safe&#8221; espresso beverages that taste like they were squirted out of a coin-operated vending machine.</p>
<p>&#8220;It&#8217;s an unbelievable tool that will provide us with the highest-quality, consistent shot of espresso that will be second to none,&#8221; said Starbucks&#8217; chairman, Howard Schultz. However, we&#8217;re wondering if by &#8220;unbelievable tool&#8221; he meant the Mastrena&#8230;or if he was referring to himself.<br />
<ins datetime="2008-03-20T23:29:11+00:00"><br />
<em>UPDATE: March 20, 2008</em><br />
If you envy those at The Coffee Equipment Company, who cashed in big with their Starbucks acquisition success, here&#8217;s a story for you from today&#8217;s <em>Post-Intelligencer</em>: <a href="http://seattlepi.nwsource.com/business/355692_clover20.html">Starbucks deal &#8216;dream come true&#8217; for manufacturer of coffee maker</a>.<br />
</ins><br />
<ins datetime="2008-03-26T23:02:43+00:00"><em>UPDATE: March 26, 2008</em><br />
The <em>New York Times</em> kicked the tires of a Clover machine in a Starbucks, bringing along George Howell of Acton, MA&#8217;s <a href="http://www.terroircoffee.com/">Terroir Coffee</a> as their expert taster: <a href="http://www.nytimes.com/2008/03/26/dining/26starbucks.html?_r=1&#038;oref=login">Tasting the Future of Starbucks Coffee From a New Machine &#8211; New York Times</a>. His findings? Most of the coffee Starbucks roasted for their Clover machines was over-roasted and destroyed the flavor, reducing the Clover to something no better than a $20 French press could produce with the same beans.<br />
</ins><ins datetime="2008-03-28T21:35:20+00:00"><br />
<em>UPDATE: March 28, 2008</em><br />
And here&#8217;s a version of the story today from the Associated Press, highlighting some of the independent cafés that are disowning their Clover machines in response to the buyout: <a href="http://www.sgvtribune.com/living/ci_8730203">Starbucks acquires pricey coffee maker &#8230; and the indies are upset &#8211; SGVTribune.com</a>.<br />
</ins></p>
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