Nice try Starbucks, too bad Vita and I hate you.
Well, yesterday Starbucks was closed nationwide.
Did I notice? You bet. Was it why Howard Schultz wanted me to? Doubtful.
Truth be told, I’m a Capitol Hill cafe snob and would rather die than drink the corporate cup of joe (well, I am still a student, therefore if someone gives me a gift certificate or hands it to me for free…the right amount of half & half almost deters it’s lack of umph).
In the midst of their 5:30-9:00 p.m. closure, Caffe Vita capitalized and opened it’s doors to any and all for one gratis cup of joe. Unlike Dunkin’ Donuts 99 cents small coffee special, special orders didn’t upset Vita. Back-up baristas were buzzing around, arms full of soy milk and greeting the line stretching down the sidewalk.
Amidst this aberration, an unidentified news crew was sticking their cameras in customer’s faces, asking for any Starbucks regulars.
Resisting the chance to lie and be on TV, I opted to retain my dignity–Starbucks isn’t worth it.
Which is exactly why I think this “spring training” closure nationwide seems like a complete waste of time. According to Craig Harris’ article in this morning’s Seattle P-I, Schultz is trying to am up the customer service. He knows we ask ourselves ‘Why should I pay $4 for a cup of generic, bland, but consistent cup of coffee?’ And apparently we’re not. Harris reports that Starbucks is planning to eliminate breakfast sandwiches, cut 600 positions and board up the windows of 100 under-performing U.S. cafes.
Howie, let’s be honest–the only thing that drags me into a Starbucks location is to steal free half & half for my home-brewed thermos of joy, or on a hung-over desire for that deliciously horrible eggs florentine breakfast sandwich. Therefore if you want to see this face in there any time soon, it’s going to take a whole lot more than a 3 hour spring training.
