Starbucks Focuses on Quality

February 27, 2008 12:00:00 AM PST
Starbucks hopes you'll notice a difference Wednesday morning after it closed all its stores overnight. Customers had to go without their latte fix, while barista were trained.Apparently, some didn't get the message that every Starbucks in the country closed Tuesday for about three hours. The coffee giant said it was re-training employees on the art of "making the perfect espresso" so that on Wednesday customers would be welcomed with a promise that "your drink should be perfect, every time. If not, let us know and we'll make it right."

Fresno State Economist William Rice believes Starbucks is feeling the pinch as more people opt for cheaper coffee.

Starbucks profits have dwindled recently and there have even been some corporate layoffs. The pressure is on to make some sort of change, whether it be in its product or just marketing.

"This is a great marketing ploy, free time on TV, print media, we've never seen anybody shut down during prime hours of 6 to 9," said Rice.

Tuesday's training involved about 135-thousand employees at more than 7-thousand Starbucks shops nationwide.


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