Starbucks Changes the Way It Brews Java

Okay, I’ll admit it, I love Starbucks. The funny part is, I’m not even a coffee drinker. But I do love the smell of it, and I especially love the hustle and bustle at the stores. As a writer, Starbucks is often my office away from home.

If you’ve gone to Starbucks recently, you’ve noticed that the coffee is different. Not bad, mind you, but different. As the company began to expand, they switched to preground coffee. Now, as places like McDonald’s have begin offering cheaper coffee, Starbucks is going back to its roots.

Starbucks chairman Howard Schultz says using preground coffee “had taken the “romance and theatre” out of a trip to Starbucks.”

I agree! Starbucks was more than just a place to get coffee. Their brand consists of a feeling as much as it does a product. Now, however, the company will have its baristas “grind beans each time a new pot is brewed.” Mmmm, can’t you just smell the coffee now?

Image: sxc.hu.