Tag Archives: coffee

My Romance with Starbucks? History.

My email pitched me double stars today and reflexively I opened my Starbucks iPhone app and started looking at the specialty drinks menu. Then I remembered – for the umpteenth time this winter — the Starbucks I loved is gone. At least until we all get vaccinated. And probably forever. Where I live it’s just grab and go. Or sit like a jerk in the car for a half hour waiting for carloads of friends and family ahead of me to order in real time. 5 adults and 3 kids in a Chevy Suburban ordering Artisan drinks like a Caramel Ribbon Crunch Frappuccino with extra whipped cream and 5 pumps Frappuccino Roast and Mocha Drizzle and Caramel Brulee topping – oh – and a touch – just a touch of Cinnamon Powder. Apparently people in cars aren’t capable of ordering ahead – in app. Leading me to wonder how the average family can even AFFORD Starbucks with so many jobs lost. And worse – whether ANY of us should be so indulgent when a few miles away so many others – their lives destroyed by the decimated travel industry, closed restaurants and other bankrupt small businesses are lined up at food banks, desperate for a meal.

But the Starbucks habit can be hard to shake. The coffee is really good. And hot in these sub-freezing temperatures. And the zillion calorie grilled cheese sandwich, which the British coffee chain Costa calls a cheese toastie – much truer to form – is totally yummy.

But not in a cramped Mini Cooper – with the cheese dripping onto my coat and the coffee constantly in danger of spilling everywhere. Not now.  Maybe. Not. Ever. Again.

Starbucks used to be the closest thing you could find to a real Greenwich Village coffee house north of Houston Street. Each one was darkish, with big brown couches and easy chairs. The one on Columbus Avenue –  up on New York City’s West Side – was always full, the chairs and tables pulled wherever groups of friends wanted them.  The jazz playlist soothing,  Then Starbucks started opening stores on almost every city corner. They got smaller. Fewer places to sit and work if you were a lonely freelancer, longing just to look at other people. And maybe exchange a smile. Then came the suburbs. Suddenly my nice, darkish,  calming getaway turned corporate. Nothing old and comfortably rumpled. Just oblong, strip mall stores with plain tables and wooden chairs always lined up in rows. Always one big business meeting table. Stuffed into the ever smaller spaces. No charm. The lonely people with their laptops lined up along a wall. Starring out at the empty space.

And then – nearly a year ago now – COVID-19 invaded.  And Starbucks changed its image. Those stores on every corner in the city? Many closed forever, the rest grab and go. The few tables inside – taped off. The office workers who streamed into the cities and into Starbucks for morning coffee or a late lunch – gone. Working at home. Maybe permanently. Whether they want to or not. Stores closing in the suburbs as well. And in their place the ubiquitous drive throughs. MacDonald’s with better but much more expensive coffee. And no fries. You’ve heard about the COVID 15? Pounds, that is? Never getting out of your car hasn’t helped.

So. Double stars Starbucks? I don’t think so. Not today. Probably not tomorrow. Maybe – not ever.

Starbucks New Rewards

I got an email today. From Starbucks. Dear Stephani it read. We’re going to give you what you want.  More stars. Starting in April.

OK. Sounds good. More stars = more free food = faster Gold status (which is what GIVES you the free food. And drinks).

Now it’s no secret I love Starbucks coffee.  Although I don’t love much of their food and I really don’t love the overly sweet, overly caloric cakes and brownies and such. Beyond the banana bread which thankfully was retained when Starbucks bought another bakery a while back and changed all the snack food.

Well – back to my email. So now, says Starbucks, I’ll earn 2 stars for every $1 spent on coffee, food, mugs etc. Well that’s way better than 1 star a visit isn’t it? The email says it’s the #1 request from members — stars based on what you buy. $$ you spend.

I kept reading. There must be a catch somewhere. Big successful companies don’t just give things away on a regular basis. And of course — they won’t.

Now I get one star per visit. And a star for each package of Starbucks coffee I buy at the supermarket. I can just buy a basic grande coffee or maybe splurge (calorically) on a cafe mocha with whipped creme. 30 coffees or  – say – 25 coffees and 5 bags of packaged coffee and I have 30 stars.  And I’m gold for another year. Then I need just 12 stars earned any which way – for a reward. One free ANYTHING in the store I can eat or drink.  As many rewards a year as I can earn.

In April I’ll need 300 stars to make Gold. And 125 stars for that free reward. It will take much longer to get there buying just one coffee per visit. So obviously Starbucks is gambling that it’s loyal customers will spend a lot more on food now to reach the gold levels faster. Hey – Starbucks hopes you will say — let’s have a Starbucks sandwich for breakfast or lunch instead of going to McDonald’s. Making Starbucks’ lagging food products more popular. Boosting revenue. Making Wall Street happy.

Who could ask for anything more?