Comments on: Solving Starbucks Problems – 2. Loss of Coffee Aroma http://www.idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/ | Remarkable Ideas To Grow Your Business Mon, 15 Mar 2010 18:49:11 +0200 hourly 1 By: Idea Sandbox Starbucks and the “Aroma First” Rule http://www.idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/comment-page-1/#comment-2253 Idea Sandbox Starbucks and the “Aroma First” Rule Thu, 15 Jan 2009 14:17:51 +0000 http://idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/#comment-2253 [...] Here’s what I outlined in my post… [...] [...] Here’s what I outlined in my post… [...]

]]> By: Starbucks and the “Aroma First” Rule http://www.idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/comment-page-1/#comment-1724 Starbucks and the “Aroma First” Rule Mon, 09 Jun 2008 18:40:08 +0000 http://idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/#comment-1724 [...] Here’s what I outlined in my post… [...] [...] Here’s what I outlined in my post… [...]

]]> By: Sara Thiessen http://www.idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/comment-page-1/#comment-1723 Sara Thiessen Tue, 13 Nov 2007 04:29:15 +0000 http://idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/#comment-1723 Hello. I'm a former employee of a locally-owned coffee shop who roasted their own beans in the back room and uses a manual espresso machine. I just got a new job at a Starbucks in town and these articles are so refreshing to read! I COMPLETELY agree with the loss of theatre and aroma and I agree that your solutions are great ones. I miss the portafilters, latte art, and the SMELL! Just letting you know how much I agree. Sincerely, Sara from Oklahoma. Hello. I’m a former employee of a locally-owned coffee shop who roasted their own beans in the back room and uses a manual espresso machine. I just got a new job at a Starbucks in town and these articles are so refreshing to read! I COMPLETELY agree with the loss of theatre and aroma and I agree that your solutions are great ones. I miss the portafilters, latte art, and the SMELL! Just letting you know how much I agree. Sincerely, Sara from Oklahoma.

]]> By: johnmoore (from Brand Autopsy) http://www.idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/comment-page-1/#comment-1722 johnmoore (from Brand Autopsy) Thu, 08 Mar 2007 03:48:05 +0000 http://idea-sandbox.com/blog/2007/03/solving-starbucks-problems-2-loss-of-coffee-aroma/#comment-1722 Paul … I love the AROMA FIRST mantra. Nice. But your suggestion of in-store roasters is interesting. Is there anything more UN-TOUCHABLE at Starbucks than the STARBUCKS ROAST? The entire taste profile of Starbucks coffee is based off this unique roast style. Starbucks prides itself on being able to roast coffees to the peak of flavor. They say it takes great skill and artistry to roast coffees by balancing heat and time to produce a coffee with just the right flavor, body, acidity, and aroma. If Starbucks can’t trust its partners to pull the perfect shot of espresso on a La Marzocco machine, will they be able to trust partners to roast coffees to perfection in-store? Oh my. That’s a lot to ask. And yes, many Whole Foods Market stores have in-store roasters from which they roast Allegro-branded green coffee. As a coffee guy, I stopped buying the in-store roasted coffee from Whole Foods and instead, will buy the pre-packaged coffee roasted by Allegro. Why? The in-store coffee is roasted using what’s essentially a high-tech air popcorn popper and I find these in-store roasted coffees at WFM to lack “depth.” Good aroma but the flavor and body of these in-store roasted coffees don’t compare, taste-wise, to the coffees roasted/packaged by Allegro. Would in-store roasting at Starbucks solve the coffee aroma issue? YES!!!!!! But would it create another issue, BAD TASTING COFFEE? Paul … I love the AROMA FIRST mantra. Nice. But your suggestion of in-store roasters is interesting.

Is there anything more UN-TOUCHABLE at Starbucks than the STARBUCKS ROAST? The entire taste profile of Starbucks coffee is based off this unique roast style. Starbucks prides itself on being able to roast coffees to the peak of flavor. They say it takes great skill and artistry to roast coffees by balancing heat and time to produce a coffee with just the right flavor, body, acidity, and aroma.

If Starbucks can’t trust its partners to pull the perfect shot of espresso on a La Marzocco machine, will they be able to trust partners to roast coffees to perfection in-store? Oh my. That’s a lot to ask.

And yes, many Whole Foods Market stores have in-store roasters from which they roast Allegro-branded green coffee. As a coffee guy, I stopped buying the in-store roasted coffee from Whole Foods and instead, will buy the pre-packaged coffee roasted by Allegro. Why? The in-store coffee is roasted using what’s essentially a high-tech air popcorn popper and I find these in-store roasted coffees at WFM to lack “depth.” Good aroma but the flavor and body of these in-store roasted coffees don’t compare, taste-wise, to the coffees roasted/packaged by Allegro.

Would in-store roasting at Starbucks solve the coffee aroma issue? YES!!!!!! But would it create another issue, BAD TASTING COFFEE?

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