Starbucks to retrain employees how to press button

[Abe Carmeli]

A little titbit I picked up from The Consumerist this morning:

Described by Starbucks CEO Howard Schultz in a press statement as a "bold demonstration of our commitment," the company announced earlier this month that it would close 7,100 company-operated Starbucks stores in the United States for 3 hours to retrain more than 135,000 employees.

Coffee Klatch, home of reigning United States Barista Champion Heather Perry, has no need for similar employee remediation and consequently invites the public to visit for an opportunity to taste expertly crafted espresso beverages and exclusive coffees from exotic locales -- for free -- at its two Southern California locations during the closure.

"I'm not sure why it's going to take them 3 hours to learn how to press a button," says Coffee Klatch Roasting owner Mike Perry, referring to the automated espresso machines that are used by Starbucks employees to prepare beverages. "While they practice pushing buttons, their customers can come to Coffee Klatch and learn how coffee is really supposed to taste."

A big cheer to Mike Perry for putting the right spin on that spin.

[DigMe]

Maybe they can finally learn how NOT to make dishsoap foam.

brad

[chelya]

Very creative!

So, coffee shop owners, support the initiative!
It would be super cool if a lot of small shops pick this up and do a nationwide thing.

[jmcphail]

Love it, nice way to take initiative

[Mark08859]

Wonderful news! I envy those who live near the two locations.

[Spresso_Bean]

That is one of the funniest things I've read in a long time, and it's completely true.

[roastaroma]

And this is only the beginning, check out http://www.marketwire.com/mw/release.do?id=824094

Re the SB Training Day, the most realistic of the rumors I've heard is that their baristas will no longer be allowed to re-steam milk in the "bucket" as they've been doing... They'll have to steam milk fresh for every order. It's supposedly about enhancing the "presentation". Just don't hold your breath expecting microfoam.

I've also heard their super-autos will be tweaked to produce a richer shot. I'd expect that adjustment to be made by technicians, so the baristas merely need to be warned that the shot will take a few seconds longer, and not to be alarmed by the stronger scent!

[Randy G.]

When this story first broke my thoughts were that it was motivated, not by a desire for them to make better coffee but by a legal problem or something concerning a potential health hazard-- re: cleaning steam wands, not letting milk sit and then re-steam, etc.

[Beezer]

Just two days after Coffee Klatch Roasting of Southern California announced that it would serve free coffee at its two coffee shops when all U.S. Starbucks stores close on February 26 for employee retraining, hundreds of independent coffee shops and small chain locations have followed suit to announce similar promotions, creating a nationwide movement to drive coffee consumers to local coffeehouses.

"First our announcement started circulating on coffee discussion websites and blogs, then our phones started ringing and email messages of support poured in from coast-to-coast," says Mike Perry, Coffee Klatch president. "I was shocked to see that our local promotion to demonstrate how much better our coffee is than Starbucks had turned into a nationwide uprising of independent coffeehouses."

"Independent businesses are smartly seizing this opportunity to turn the tables and spotlight Starbucks' touted 'bold demonstration of commitment,' for what it really is -- an admission of weakness," says specialty coffee industry consultant Andrew Hetzel of Cafemakers. "Local coffee shops everywhere should band together and join in the promotion for maximum impact."

Viva la revolucion! Brothers, you have nothing to lose but your frappaccinos!

Seriously, this might actually make a difference. If enough people sample the independents' coffee and espresso, they might realize what they're missing and turn away from the Dark Side, er, Starbucks. Perhaps this is the beginning of a new trend away from mediocrity and toward excellent espresso. Or maybe I'm just a crazy dreamer.

[Psyd]

I've also heard their super-autos will be tweaked to produce a richer shot. I'd expect that adjustment to be made by technicians, so the baristas merely need to be warned that the shot will take a few seconds longer, and not to be alarmed by the stronger scent!

There is not secret about the fact that Schultzie is kinda ticked that his lofty goal to turn coffeebeans into gold has been threatened by a clown and a paperhat donut shop. It didn't really take a genius to explain to him that cutting costs by hiring the same paperhat employees and having them push the buttons would make the paperhat community look at the product differently, and adopt it. He's finally come to the conclusion that the paperhat product put out by the paperhat employee is not his golden goose anymore, so he's decided that it will take three hours to turn that paper hat in to the crown of a barista.
Good luck, Howie, shoulda listened to me when you were in Tucson, bud! I coulda told you that the 'Buck was on it's way out! ; >
"What if we had great coffee, and trained people to actually grind, distribute, tamp, and pull shots through it, and then combine it with professionally micro-foamed milk products, to order?"
"Nah, it'll never work..."

[edwa]

Seriously, this might actually make a difference. If enough people sample the independents' coffee and espresso, they might realize what they're missing and turn away from the Dark Side, er, Starbucks. Perhaps this is the beginning of a new trend away from mediocrity and toward excellent espresso. Or maybe I'm just a crazy dreamer.

Call me a pessimist, but I think the convenience factor will make the sampling of independents a small blip in their routines and habits. And that's okay by me as it would make getting into my favorite independent miserable or impossible. While on the subject of independents: here in Melbourne, Australia where I've been living for the last 6 months there are plenty of independents and big machines in every restaurant and bar, but it is hard to find a good espresso or capp. Its very sad.

[zin1953]

And this is only the beginning, check out http://www.marketwire.com/mw/release.do?id=824094

Re the SB Training Day, the most realistic of the rumors I've heard is that their baristas will no longer be allowed to re-steam milk in the "bucket" as they've been doing... They'll have to steam milk fresh for every order. It's supposedly about enhancing the "presentation". Just don't hold your breath expecting microfoam.

So here I am, admitting that I went into a Starbuck's today. In my defense, let me point out that I was driving back from Yosemite; I was in Turlock, California; and I ordered brewed coffee.

That said, my mother-in-law ordered "black tea with steamed milk." So Counter Person #1 fills the cup with hot water and a tea bag, and gives the cup to Counter Person #2, who walks over to the super-auto and then starts to wash dishes. I asked her if the tea was ready, and from the sink she said, "No, not yet. I'm steaming the milk."

OK, but she had two hands in soapy water and was three feet away from the machine.

Cheers,
Jason

[Psyd]

Just don't hold your breath expecting microfoam.

Oddly enough, the other day I was trapped in a Safeway for lunch (long story) that had a Starbuck's in the lobby. As I sat wolfing, I contemplated which was the lesser of two evils; no coffee, or a Fourbuck's short cappuccino. I succumbed. I asked for a short, double cappuccino with two percent microfoam. She was right with me till I said 'microfoam'. Usually, I lose them at 'short'. I explained the difference between making foam and making microfoam, and she gamely headed for the steam wand. It really wasn't bad, for a first time, and I explained that it only gets creamier and smoother with practice, and then she can start pouring art. It reminded me of the days when Starbucks was actually mediocre coffee!
Of course, the next time I went, the manager was running the place and was just as friendly about my order and about the new concept, but failed miserably when attempting to convert theory to practice. I got what you usually get when you order a capp at the Green Monster. Piles of meringue filled up to the top of a tall double shot drowned (mercifully?!?) in hot milk.

[DigMe]

Oddly enough, the other day I was trapped in a Safeway for lunch (long story) that had a Starbuck's in the lobby. As I sat wolfing, I contemplated which was the lesser of two evils; no coffee, or a Fourbuck's short cappuccino. I succumbed. I asked for a short, double cappuccino with two percent microfoam. She was right with me till I said 'microfoam'. Usually, I lose them at 'short'. I explained the difference between making foam and making microfoam, and she gamely headed for the steam wand. It really wasn't bad, for a first time, and I explained that it only gets creamier and smoother with practice, and then she can start pouring art. It reminded me of the days when Starbucks was actually mediocre coffee!
Of course, the next time I went, the manager was running the place and was just as friendly about my order and about the new concept, but failed miserably when attempting to convert theory to practice. I got what you usually get when you order a capp at the Green Monster. Piles of meringue filled up to the top of a tall double shot drowned (mercifully?!?) in hot milk.

I ONCE got some absolutely incredible microfoam at a Starbucks. I should have played the lottery that day.

brad

[RAS]

On the subject of the Starbucks within supermarkets, I wonder if they're franchised-stores that won't be affected by the shutdown. Heck, the fact that they were receptive to try to make proper microfoam makes me think they must be independent franchises.

Back on the subject of Coffee Klatch, I finally had the chance to stop by one (in Rancho Cucamonga) yesterday. I'd just flown into Ontario airport, and had "mapquested" it before a couple days earlier. I had to get back to the office, so I couldn't linger, but the 10 minutes I had there were fantastic. And the espresso was even better. One of the finest "shop-shots" I'd ever had. The young lady (Tammy, I believe) working the La Marzocco was very friendly, and talked about the training she'd received from Heather Perry. It's clear that training has paid off. Coffee Klatch is clearly a class-act, and I really hope their offer brings new customers in. Not sure if CK can give them the caramel "coffee" they're used to, but with an open mind, they may actually discover what excellent coffee tastes like.

Now if they'd just open a shop in south Orange County...

[ntwkgestapo]

Most, if not all, Starbucks in SuperMarkets, Airport concourses, etc are "franchised" operations. SBux supplies training, equipment and supplies and the property owner (usually) supplies staff, floorspace, etc. There's actually a franchise operation in the north end of Myrtle Beach which provides, consistently, the best espresso and cappuccino I've ever gotten in a Starbucks (not saying it's great, just the best and most consistent SBux I've found) and it's a full blown storefront. 'Twas the first SBux in the MB, SC area... They have now moved in and there's half a dozen or so "factory" stores in the area... The one on the north end of Ocean Blvd (across from the Breakers Resort, IF I remember right)...

[Jasonian]

Most, if not all, Starbucks in SuperMarkets, Airport concourses, etc are "franchised" operations. SBux supplies training, equipment and supplies and the property owner (usually) supplies staff, floorspace, etc. There's actually a franchise operation in the north end of Myrtle Beach which provides, consistently, the best espresso and cappuccino I've ever gotten in a Starbucks (not saying it's great, just the best and most consistent SBux I've found) and it's a full blown storefront. 'Twas the first SBux in the MB, SC area... They have now moved in and there's half a dozen or so "factory" stores in the area... The one on the north end of Ocean Blvd (across from the Breakers Resort, IF I remember right)...

The company does NOT franchise.

There are, however, several LICENSED stores. I started at a LICENSED Starbucks inside of a grocery store.

I've obviously come a long way since, but the fact remains.

I personally don't understand all the hatred for Starbucks. They don't even register on the "competition" radar of progressive coffee professionals, and they did teach most Americans to pay more for better quality coffee.

I'd say we wouldn't be where we are without their influence.

[Matthew Brinski]

I personally don't understand all the hatred for Starbucks. They don't even register on the "competition" radar of progressive coffee professionals, and they did teach most Americans to pay more for better quality coffee.

I'd say we wouldn't be where we are without their influence.

I agree with this wholeheartedly. Starbucks has and will continue to benefit the specialty coffee industry. If by no other means, this at least occurs via their establishing of price structures for "premium" coffee beverages.

Do I completely agree with their buying practices? No. Do I completely agree with their representation of certain beverages? No. Do I think that they are horrible bottom level coffee quality? No.

I think it is silly that people convey embarrassment and have to justify why they were in a Starbucks shop. Is it that bad? Starbucks is what it is. Also, there are some SBs shops with decent baristas putting effort into great milk preparation. They do what they can in their limited environment (Milk is one thing that they can go rogue on).

Matt


PS - Hey, wasn't Chelsea Clinton in your town today to talk up her mom?

[IronBarista]

I personally don't understand all the hatred for Starbucks. They don't even register on the "competition" radar of progressive coffee professionals, and they did teach most Americans to pay more for better quality coffee.

I believe the average coffee shop customer doesn't care if a shot is within the 20-30 second timeframe nor do they care if the foam is microfoam or not. They just want a caffeine fix. They won't taste the coffee when it's drowned in syrups and whipped cream.

I think it's mostly about status--disposible income. Watch when someone walks out of a Starbucks with take-away cup. They'll hold it high for everyone to see. It's not like you can hold it like a bottle of water by your waist because you'll spill, but I think it's a sub-conscience thing. You'll see this a lot in airports.

[ntwkgestapo]

The company does NOT franchise.

There are, however, several LICENSED stores. I started at a LICENSED Starbucks inside of a grocery store.

I've obviously come a long way since, but the fact remains.

I personally don't understand all the hatred for Starbucks. They don't even register on the "competition" radar of progressive coffee professionals, and they did teach most Americans to pay more for better quality coffee.

I'd say we wouldn't be where we are without their influence.

Jasonian, Sorry, I knew that Starbucks didn't franchise, but, must have suffered a "brain fart". My fault and I apologize for the mistake.

I actually used to enjoy getting a Cappa or an espresso from SBux, even tho I knew the coffee could be better. The environment wasn't bad, the people, in general, were nice and very willing to talk about coffee, etc. BUT, all to often they knew nothing about equipment that they sold (i.e. the SBux Barista, burr grinder, etc) and I've even heard some of the Baristas talking about getting the machine (back in the La Marzocco days) to pour an 18 second pour as "correct" (blond, bitter...) and ALL TOO OFTEN Have seen the Barista resteam milk or even steam milk to 200+ degrees (even had one @ a "company" storefront in Louisville brag about pushing the milk to 205-210 to "get it right". was an unbelievably bad cappa)..

I've been dealing with Starbucks, off and on, since '75 when there was only ONE store (across from the Pike Place Fish Market in Seattle), and, really would LIKE them to make a consistently good (not great, just good) drink. After all, they ARE everywhere!