Starbuck's Losing Its Soul

In February the former CEO of Starbuck's circulated an internal memo questioning whether or not Starbuck's is losing its soul.

Some people even call our stores sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee. In fact, I am not sure people today even know we are roasting coffee.

What soul is there when coffee is made with dial-up espresso machines and automated milk steamers? Despite the black aprons of the "master barista" at Starbuck's, there is little art left in the art of making good espresso coffee at Starbucks. But judging from those I work with, it's just as popular as ever. My belief is that it's just that people have never known any better. Experience truly great espresso drinks like you will get at the independent coffee houses in Seattle, or the cafes found the length and breadth of New Zealand, and you will understand how far Starbucks has strayed from its soul and the art of espresso-making in their drive for economies of scale. I'm all for them making a profit, but they could be doing just as good or even better if they had stuck to the art of espresso coffee roasting and brewing. Just look at the syrups and flavors that are thrown at their drinks to meet the demands of many of their customers who obviously mustn't like the taste of their coffee.