Starbucks Gets Back to Basics and Wins
Starbucks today unveiled what it hopes will be a new black gold. And it looks and tastes a hell of a lot like what made the company vital and famous in the first place: a new, served-everyday, drip-brewed coffee.
It’s Pike Place Roast–not Pike Place Blend (pictured). Though it’s unclear from where the beans hail, the coffee’s got more in common with a fuller-bodied Starbucks cup like Sumatra or Sulawesi than it does with some of the company’s lighter-bodied Latin American roasts. The chocolatey undertones, though, are to me unmistakably reminiscent of its Colombian coffee. I don’t taste Africa in the cup.
Anecdotally, the coffee is a huge hit. I love it. And some guy in my Property class loves it, too.
The company also ditched its censored logo–at least for the time being–in favor of the good ole nude siren. Anecdotally–again, with a sample size of two people, including my positive review and a bad one from some girl in my Animal Law class–reviews on the what’s-old-is-what’s new cup are split right down the middle.
Can I afford a $2 cup of coffee every day? Probably not. But will I pick up a cup, in colder months, 2-3 days a week? You bet. And will I buy whole-bean Pike Place Roast in stores, in order to brew at home? Absolutely.
More here. What Seattle thinks here. Crispy previously on Starbucks here.
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