Starbuck's Will Soon Deliver in Seattle.
When I first saw the headline, I honestly thought there must be some kind of mistake. Starbuck's will be delivering coffee in 2015. Of course, it's a pilot program starting here in my beloved city of Seattle. This just feels wrong. So I came up with some reasons why it bothered me so much.
Delivery? Say It Isn't So
It's Not Like We Need The Exercise
This is so great! Another excuse to stay indoors and not exercise! It's not like Americans need it anyway.
According to the Food Research and Action Center, a stunning two-thirds of Americans are overweight or obese. We live in country that encourages indulgence, over-eating and a lifestyle that consists of laptops and devices with no need to get out of our chair except when nature calls.
So it only make sense that Starbucks would contribute to more inactivity. Not to mention bringing us sugary drinks, pastries, cookies and brownies brimming with calories, right to the office!
Sugary Goodies Come Right To You!
Spend More Money
Of course, this is why Howard Schultz is doing it. Why not squeeze even more coffee dollars out of us? He is a smart guy and a savvy businessman.
Business Insider says, the privledge of getting Starbuck's delivered right to you will set you back quite a bit. It could cost as much as $10.00 once you add in delivery fees and tips.
As it stands now, Starbucks is planning to use a third party delivery service called Postmates. Postmates charge a $5.00 delivery fee when delivering within a one mile radius. That is one pricey latte.
Just imagine what it will cost once you throw in a bagel and a muffin.
The company is also said to be working on a delivery model where the barista will deliver the drink. I can't imagine they will do that for under five bucks. The barista model is being launched in NYC for employees at the Empire State Building. (Have to wonder if that has anything to do with "Sleepless in Seattle" since the final scene took place on the top of the ESB.) The Postmates model is the one they will be using in Seattle.
Don't you think we are spending enough on our coffee habit as it is? Last year, according to USA Today, Americans spent an AVERAGE of $1,100 a year on coffee. Many people I know spend much more and don't go a day without a latte.
And yet the average American has not saved for retirement. Wow.
Friendly Barista Delivery
Give Even More People The Taste For Lousy, over-sugared Coffee
The biggest problem I personally have with Starbucks is that it's overpriced and not very good. I know a lot of people will disagree with me on this and that's okay. But if you talk to anyone who appreciates reallly good coffee, I believe they'll describe it like I do--often burnt and not made properly.
In fact, the difference between Starbuck's Lattes and ones at a really good coffee shop made lovingly, one at a time, is a lot like the difference between eating a McDonalds burger VS a grass fed burger at a Zagat rated burger joint.
At least at McDonalds you get what you pay for. Truth is, I can walk into most coffee shops in downtown Seattle, get a superior latte and pay less. (Or I can make it at home like I usually do!)
Will Coffee Delivery Become This Common?
Why Not Reinvest in Training Barista's?
One of the biggest problems with the quality of the Starbuck's beverage is that most barista's have not been trained properly.
Whenever I order a latte at Starbuck's I have to say "extra foam" or I will get none at all. It's so annoying considering the definition of a latte is "An espresso drink that consists of espresso, steamed milk, and foam." This is so basic--so why the problem?
It's because Starbuck's would rather focus on the "fast" than on the quality. It's like getting warm milk thrown in over burnt espresso. Yet the American public (in particular) seems to love it.
France Got it Right
I was in Paris in 2006 and there were no Starbucks. I loved how nobody walked around with paper cups that would end up in a landfill. Instead, you ordered your drink in a cafe, where they served some of the best espresso on earth.
I know a few have popped up in France since then, but according to a New York Times article, "After eight years spent setting up 63 French Starbucks stores, the company has never turned a profit in France." They point out also in the article that the reason is Parisans have a much more "distinguishing palate" when it comes to espresso. In other words, they know good espresso from bad.
If Starbuck's Was This Good, I'd Get it Delivered
My daughter insists I play devil's advocate on this hub because she sees the good in Starbuck's delivery. Like less wasted office time making coffee runs and more productivity.
Okay--I see her point. But isn't that what office coffeemakers are for? Why not just invest in good beans or get a french press for your desk. Seems you'd save a lot of money on mediocre coffee that way. But that's just me I guess.