Starbucks Tomorrow: McDonalds or Neighborhood Roaster?

When I’m on the road, Starbucks is where I get my internet access.

My taste for their coffee has gone from dislike to barely tolerable. These days, I spend $1.57 there on a small decaf that I sip for my 2 hours of laptop battery life.

“Put another way, there are two markets for coffee drinkers: those who love coffee, and everyone else. Can Starbucks really continue to try to serve both” – Peter Meehan

That’s the question. Doc says they should go back to their roots.


4) Give your employees better training around what makes great espressos and cappuchinos. (Lattes are too milked-down to serve as a reference point.) Don’t hire them if they don’t grok the basics.

5) Get more involved in local communities. Peets puts on workshops that educate customers on great coffee drinks. That’s a good model. Do the same.

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