Since Starbucks’ humble beginnings, selling only coffee roasts in a single shop in 1971, the world’s largest coffee shop operator has expanded their hold in the consumer beverage market by adding energy drinks, juices and teas to their selection.
The past few weeks, however, the coffee chain has decided to rekindle its roots with the release of their infamous $7 cup of coffee, the Costa Rica Finca Palmilera.
Sold only in 48 locations, the new item in the Starbucks Reserve is made from a Geisha varietal bean that is known for being very difficult to cultivate. Thus, the reason behind the expensive tag price.
At this point, Starbucks has taken on the form of a fast-food chain trying to exploit any market possible. And while this may have worked for other products, its attempt to target premium coffee connoisseurs won’t be much of a hit.
The coffee juggernaut has simply found another clever way to stick it to the coffee-drinking population.
As if charging $5 for their beverages is not enough, Starbucks continues to try to get consumers to fork over a few more bucks for another hyped up coffee-drinking experience.
If you notice, the $7 coffee has been out for more than a week now, yet the buzz that surrounds it is still mostly about the fact that it is way too expensive.
There has been no breaking news about how profound in quality it is, and so far, coffee connoisseurs across the web are already rating the experience as mediocre.
It makes sense why.
In between taking drive-thru orders, making upside down caramel macchiatos and squeezing out extra caramel sauce, the poor baristas in the 48 locations that sell them are probably not capable of handling the Geisha beans the right way.
This coffee varietal requires a light to medium roast, whereas Starbucks typically carry dark-roasted coffee processed in large batches, valuing quantity over quality.
Ultimately, Starbucks will not do the rare and exquisite Geisha bean any justice and ruin the experience for those who are out to try it for the first time.
With all of the company’s global expansion and acquisition plans as of late — generating more than $13 billion in revenue this year alone and paying $620 million in cash to acquire tea retailer Teavana — Starbucks CEOs have gotten their noses so high in the air to think that tacking on an overpriced tag on a cup of coffee would catapult them among the creme de la creme of coffee shops.
Donn Gruta is a junior journalism major and a contributing writer for the Daily 49er.
