Thursday, March 20, 2008

Starbucks to make more changes

Let's face it: coffee drinkers and investors are getting tired of Starbucks. CEO Howard Schultz is determined, though, to keep Starbucks fresh by giving the company a face lift. Schultz will announce more changes for Starbucks' stores to carry out at the company annual meeting Wednesday.

One of the all-ready decided changes is getting rid of the breakfast sandwiches. The heated sandwiches hide the coffee aroma.

Another change is how to make the coffee. Stores will grind beans on site and brew coffee in smaller batches. To save time and money, Starbucks pre-grinds and packages coffee, a compromise in quality they have reconsidered. So you'll have to wait even longer for a cup of coffee. Great...

If Starbucks sales haven't been bad enough, McDonald's coffee beat them in a Consumer Report's taste test. Ouch.

Consumer experts suggest helpful changes for Starbucks, like creating a customer loyalty program and opening fewer locations, but Schultz is reluctant to adopt every change suggested.

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