Starbucks Nostalgia

Starbucks, known for its exponential number of milk, syrup, chocolate, chai, and oh yes, espresso combinations, is going back to basics with the release of its Pike Place Roast ™.

For those who think Starbucks is a franchise (which it is not) that became the cornerstone of every strip mall in America, it actually started out as quaint coffee shop near Seattle’s Pike Place Market. The original Starbucks, which opened in 1971, was one of a handful of espresso purveyors in the U.S. at the time. The Pike Place Roast ™ was originally introduced in 2003 to commemorate the original Starbucks and was recently brought back in what appears to a rebranding strategy to counter Starbucks’ spotty fiscal year.

In what Starbucks officials describe as a monumental event, the freshly “scooped” Pike Place Roast ™ symbolizes all things good about Starbucks. The company's loyal to its customers (Starbucks polled 1,000 aficionados for information pertaining to their coffee likes and dislikes.) Eco-Conscious – Starbucks works with Conservation International (CI) to ensure environmental standards are maintained and purchases coffee from C.A.F.E. Practices, an organization that promotes equitable relationships with vendors. And taste-wise, Starbucks roasting experts claim to have created a flavor so balanced and satisfyingly complex, it’s sure to please even the most discerning palate. Which brings us to the most important point….taste.

Starbucks describes the Pike Place Roast ™ as, “a distinctly dark-roasted blend of the finest single-origin Latin American beans. Well-rounded smooth complexity with a touch of roast intensity.” (http://www.starbucksstore.com/products/shprodde.asp?SKU=743105). An excellent description on paper, but will it emit a more telling response such as, “Yum,” when it hits the lips of consumers?

Since its debut (or re-debut we should say) the Pike Place Roast ™ has received positive marks. While the Starbucks press junket launched a nationwide tasting campaign, revealing positive responses across the board, more objective critics were less enthused, however, not dissatisfied. James Poniewozik of Time claimed, “This was a cup of coffee brewed by committee,” (http://www.time.com/time/business/article/0,8599,1729520,00.html) alluding to roast’s indistinct flavor. Personal opinions posted on coffee blogs reveal similar findings, noting the taste is good, but not great. Most of the positive remarks are in reference to the coffee’s mild flavor, which people have become to favor in lieu of other Starbucks blends.

As Starbucks' heavy marketing surge winds down, only time will tell if it’s the “basics” that consumers really want - or just free coffee till the promotions end.