In the face of stiffening competition from "value" competitors such as McDonald's and 7-Eleven, Starbucks is returning to the "romance and theatre" experience that was so essential to its rapid rise.
One result will be a return to grinding fresh beans every time a pot of coffee is brewed rather than mashing up a batch in the morning, Julie Jargon has learned. Customers will once again smell fresh
coffee grounds and hear grinders whirring all day.
Depending on traffic, baristas will now use 24-, 12- or 8-minute "cadences" to brew coffee so that no variety runs out. And instead of
dedicating one coffee brewer per variety, varieties will rotate through containers so customers don't have to wait for a certain type to brew.
Although some baristas say the extra
grinding and brewing might slow service, demonstrating that the coffee is ground and brewed on the spot could help Starbucks maintain its premium position, Jargon writes, especially as rivals tout
less-expensive alternatives.
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