Starbucks: Say Good-Bye To Breakfast Sandwiches, Hello To $1 Coffee
Starbucks recently announced that they would begin selling their "short" cups of brewed coffee for $1 a piece, and offering free refills of brewed coffee as a test in their home market of Seattle.
CEO Howard Shultz also announced that breakfast sandwiches were on the way out. From Starbucks Gossip:
** The warm sandwiches "are going to be out by year's end." In the meantime, they will be "de-emphasized."Does this matter to anyone? We were too scared to eat these creepy looking sandwiches. They looked like they were made of failure.** Serving sandwiches got in the way of employees' "ability to make the perfect shot of espresso." In other words, spending time on sandwiches took away from the focus on coffee.
** The sandwiches will be replaced with "a breakfast menu that delivers what our customers are asking for."
Starbucks to get rid of warm breakfast sandwiches [Starbucks Gossip]
(Photo:cleverclaire)
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"Serving sandwiches got in the way of employees' ability to make the perfect shot of espresso."
Translation: The sandwich angle, although interesting, cut into our margin much more than the coffee we sell. It also required certain types of health code compliance that is not needed with just serving a glorified cup of coffee.
No surprising. And anyways, when people buy breakfast fast food, they want good breakfast fast food, not crunchy granola set crap.
This is why McDonalds exists.
@headon: i thought their coffee tasted burnt too, until I asked for the mild blend... and I was impressed.
a: I actually liked the sandwitches. Its nice to be able to have a non-sweet breakfast item, when traveling, that you know is consistent. Yeah, they weren't great, but they weren't bad.
b: "Make a perfect shot of expresso"?!? Say what? The system is so automated (automated expresso, automated milk steamers) that all the counter person has to do is assemble the components. (And, in my experience, they are still slower than Pete's, which uses real expresso machines rather than ExpressoBorgs)
I like this. It looks like this new(old) management wants to end the "mission creep" that the recently deposed management imposed. Great. Starbucks didn't make theiri reputation with breakfast sandwiches. They made it with coffee. Period. On the off chance that these breakfast sandwiches ever got popular,they would be a big fat target for the corporate bean counters to fuck around with and before long you would have... I don't want to think about it.
Prices. The number one complaint that I hear about 'bux coffee is that its wayyyyy overpriced.This is a concern. they better get that fixed because when that image is fixed in consumers minds,its as tough to change as being thought of as crappy cheap.
Look out Starbucks, that large object in your rearview mirror is...the golden arches. The irony--McDonalds has figured out how to make a good cup of coffee, but Starbucks is either too arrogant or too out of touch to understand that a decent breakfast sandwich is more than weird, overpriced prepackaged food substance. I thought their breakfast sandwich was revolting. However, I'm certainly not too snooty (or healthy conscious) to enjoy the value and good flavor of a sausage & egg McMuffin and a large cuppa Joe.
It's funny, I tried one of the sandwiches right when they were test marketing them and they were excellent. Fresh ingredients, freshly made, great price.
Then when the local stores got them in, they were prepackaged, quickly made, and pretty bland. The conversion from test idea to easily produced and distributed basically killed them.
@facework: See that's what I'm talking about! The Sausage Egg McMuffin is the pinnacle of breakfast sandwich art. Nothing even remotely compares to it.
@LorneReams: No no, is keeping them from putting a glass under a machine DESIGNED to make perfect coffee....
I dont think a starbucks hack could even understand HOW to pull a shot if they saw a real machine.
@facework: Actually... combine McDonald's coffee + their ubiquity of locations and their McDonald's Bistro menu (and include some decent breakfast sandwiches instead of their usual fast food crap), they've got an absolute winner.
The thing is, Starbucks has always had "short" drinks, but they were off-menu. Some drinks, like cappuccino, taste better short: [www.slate.com]
@Phunk:
The pinnacle of the breakfast sandwich art is the Steak Bagel sans onion. But yes, the S/E/MM did reign for quite a while.
Starbucks should keep the breakfast sandwiches. They are quick and easy to make. Stupid move on their part. The ironic part to all of this and this applies to all businesses is that they believe that by cutting items or jobs, they will actually save money and earn more profits. BUT, the exact opposite happens due to poor customer service. In effect, the recession is not the killer of businesses, but the business itself!
Lastly, the starBuck $1 cup of coffee is another bad idea. Why? Imagine how small that cup must be for $1.00.
This si the beginning of the end for starbucks.
In my opinion, Starbucks' breakfast sandwiches are very good. They are on par with what I've gotten at Panera Bread or Au Bon Pain, and much better than anything I've ever had at McDonald's or Dunkin' Donuts. However, unlike the breakfast items in the case, they require on-the-spot preparation. So when someone orders a breakfast sandwich, the third employee - who floats between the second register and making espresso drinks - has to step away and make the sandwich, thereby causing the line to back up.
McDonalds may have great coffee for I know, but I'm not going there for the same reason I don't shop at Wal Mart. If they start treating their employees better (so they, in turn, can treat me better), perhaps I'll reconsider.
Everyone here lamenting the price of Starbucks' over-roasted coffee probably doesn't go there anyway. If they did, they would have noticed that Dunkin' Donuts' diluted coffee - not their specialty drinks, but their coffee - is actually more expensive. Yeah, I get it. We all get it. You don't like Starbucks. Shut up already.
Hey guys... I agree with startbucks on this one. They have great sandwiches but they take 3-5 min to make and since I had a few I would know. Now the 1 dollar coffee might be a small daily brew. is ok, but their small is really small, and have you ever seen the short? Their "coffee" is pretty ok in price, their stupid crappy mixed drinks are pricey and honestly they taste like crap, so does the regular coffee. It tastes sour, acidic and burned. Bring back the real coffee: columbia, yukon, breakfast blend, house blend and do not brew them to death.
What Elijah-M said - the Starbucks sandwiches aren't the McD's unwrap-and-heat variety, they require a bit of preparation. I eat them occasionally, but my husband LOVES them. I don't know what he'll do when they're gone; probably go back to having coffee and no food when we go to SB for a breakfast treat.
@stinkingbob: "This si (sic.) the beginning of the end for starbucks."
They've always had the short size available. No end in sight.
The idea of a cheap small coffee with unlimited refills is actually a good idea for them. Right now, I pay about $3 for a French press which tastes awesome and you get about 3 full cups worth of actually good coffee. You can even ask them to make you one with whatever premium coffee they have laying around and it's the same price.
@loganmo: Actually, the preparation beyond the actual pulling of the shot can have enormous impact on the taste. Starbucks' espresso is so good because they a) have nice ingredients and machines and b) follow a rigorous preparation method.
Milk has to be added to a shot within a few seconds of pulling, so it doesn't develop a bitter taste (beyond that of normal espresso). I've tried other local coffee shops, and often they have the shot sitting for like a minute. It tastes really bitter.
Well, let me ask you this: When you go to starbucks, do you go JUST to get coffee, or do you go to get coffee and eat something along with it? For me, I can't drink coffee unless I have some kind of food, sandwich or donut. A lot of people I see in the morning time are the same way to. If starbucks does axe the quick bites, they will lose customers to McDonalds. I understand that it takes time to make the sandwich, but I don't mind waiting a few extra minutes for it. If I wanted something quick, then yes, I would hit McDonalds in a heartbeat.























That's odd because I'm in the Detroit area and every Starbucks in town has been heavily promoting the impending arrival of warm breakfast sandwiches (which they don't currently have). I think it's supposed to happen within the next week or so.