Starbucks says Niccol can live in his home in Newport Beach, California and commute to Starbucks’ head office 1,000 miles away on a corporate jet
Starbucks says Niccol can live in his home in Newport Beach, California and commute to Starbucks’ head office 1,000 miles away on a corporate jet
Really? I wouldn’t call it coffee either, in a sense that the coffee beans are not the most important ingredient of the drinks, in either taste or volume…
They sell that. They also sell tea and milkshakes, but you can go into any Starbucks and get a cup of drip coffee, or an espresso, or cold brew, or a mocha. But people like the sweet drinks and Starbucks is happy to oblige.
They roast their beans too dark because they care more about consistency than subtlety or complexity, their anti-union pushes are bad for workers, they displaced a load of small coffee shops (I have seen significant rebound, but that might just be my region), there’s this new “supercommuter” nonsense.
Pointing at a Frappuccino and saying “they don’t even sell coffee!” has no negative impact on their brand or business, it’s a transparently pointless claim to the general public, and it distracts from the very real problems Starbucks has. (I think it mostly sounds like “popular thing bad” with a sprinkling of “America bad” Eurosupremecy)