Where DO I begin?

On a day like today, where does any blogger begin? I don't even know where to start. Barack/Hillary debate, who won, who lost? The economic slowdown and stagflation, what does it mean? Is Barack down with Farrakhan?

Starbucks closes its stores for three hours to retrain their baristas? Hmm....that's the ticket. That's where I'll start. As someone who used to work for Starbucks I know that we used to boast that all employees received over 24 hours of training on espresso preparation standards, the "Perfect Shot" (it's 18-23 seconds by the way to produce the perfect crema) but that's TMI. Too much information. Again, the Brother waxed nostalgic and digressed. I must focus here. There is a coffee giant to whip up on.

Now then, back to my pontification. We trained all baristas for 24 hours to ensure that they knew beyond a doubt how to make a cup of coffee. Only takes about 10 minutes with a Mr. Coffee but a Mr. Coffee isn't nearly as sexy as walking down the street with your Starbucks cup. So the well trained barista walks boldly into the Starbucks cyber cafe prepared and ready to make that perfect shot. Unfortunately, something happened on the way to the espresso bar. What was it?

Again, that nasty little "pride" bug raised it's ugly head in the Starbucks heirarchy. Key leaders Howard Behar and Orin Smith left the company and Howard went on to be the Chief Global Strategist which sounds like a role that is further from the voice of the customer if you're asking the Brother. They believed their own press and thought no one could touch them. And now, as they look back over the last few months and face a real economic slowdown for the first time in Starbucks recent history they are faced with the reality of dealing with "highbrow" staff that is no longer connected to what made Starbucks great, corporate leadership that cares only about maximizing value (that is NOT a bad thing, they just forgot the right way to do it) and customers who have to make tough decisions about whether they can spend $4 for a cup of coffee when Dunkin or McDonalds will gladly sell them a good cup of joe for less than a buck.

And now, Howard Schultz believes that closing the stores for three hours to retrain the already 24 hour trained baristas will somehow return the baristas to the company's roots. Howard, I always liked and respected you when I worked at Starbucks and I still think you are an incredible business leader and visionary. However, all that will do is reduce your already shrinking sales by oh, what, 3 hours of sales times 7,000 stores? You do the math Howard. And what will those regular 5:30-8:30 customers be doing during those three hours? Do you think they will be somewhere meditating on the return of Starbucks to it's roots? NO! They are somewhere else giving revenues to one of your competitors who are just rubbing their hands at your store closures! The guys at Dunkin just added you to their Christmas Card for Life Club!

Never send the customers into the waiting arms of your competition! That's "business in the trenches 101". You just don't do that. You're allowing your customers to form new shopping habits when you send them to your competition! Sheesh Howard! Let's get it together bro! I'm still pulling for you here!

Do you want to get back on top Howard? Get out of the corporate office. Go to the stores. Don't do the whole entourage thing. Just go alone and talk to the partners and customers. They will gladly and respectfully tell you what needs to be done. Many partners still care and still remember. This should be a time for greatness for Starbucks. The values of the company are exactly what this country needs at a time like now. A "Third Place". A familiar face. A sense of warmth and comfort. Provide those things....and people will find a way to pay $4 bucks again for a cup of coffee.


And they'll be happy to do it....

Best wishes to you Starbucks.



"Love your neighbor as yourself and your country more than yourself."

Thomas Jefferson