"The Clover project is alive and well," says Starbucks spokeswoman

After questions were raised on this site about Clover, I asked Starbucks global communications director Deb Trevino about the status of the project. Her response: "The Clover project is alive and well. Customer response to Clover-brewed Small Batch Coffees has been very positive. The program is currently available in three markets, Seattle (10 stores), Boston (33 stores), and San Francisco (9 stores). Starbucks is evaluating new markets in which to expand the Clover program and is committed to doing so."

Comments

[oldskool]

this looks like another example of Starbucks buying out a competitor and then putting the product in the grave...sure, maybe they'll keep it in a few key cities, but we all know the truth. The point of this buyout was to try to capitalize on the high end market, but killing it's competition...

[beantheredonethat]

How much did Howard, eh, Starbucks, pay for this company? In the millions. The promise was to roll out in select markets and to expand into others to promote coffee leadership. To reclaim coffee expertise. But being in so few markets a year after announcing Clover seems like it has all but died on the vine.

I predict that in the months ahead, when VIA takes the world by storm, clover is quietly left to die.

[STARBUCKS GOSSIP WEBMASTER]

In my e-mail to Deb Trevino, I asked when Starbucks would begin selling Clover in the Chicago market. I didn't get an answer, other than the vague "evaluating new markets" line. Intelligentsia Coffee in Chicago is the Clover king around here; I was recently in the Lakeview neighborhood store and noticed they had gotten rid of drip coffee and ONLY sell Clover -- and for under $3.

[SBUX Alum Bill]

Agree with oldskool and beantheredonethat. The lack of agressive expansion into Clover tells us that SBUX has probably seen the sales activity in the select markets & decided that it's not high enough to recoup the added cost of the machines. They probably need to figure out how to reduce the manufacturing cost before they can pursue it further. Pehaps it was just a preemptive move to lock out the competition.

[Stan999]

Howard Schultz claims he has that, (corporate buzzword), laser focus. That means he can only see VIA instant coffee at this time.

[Jim C]

Clover is DOA
a 25 Million Dollar Disaster

[STARBUCKS GOSSIP WEBMASTER]

The company seems to quickly lose interest in initiatives -- for example, the iTunes partnership. I was supposed to be able to walk into my local (Chicago-area) Starbucks by now and see on my iPod what song is currently being played. That technology hasn't been installed here.

[beantheredonethat]

Most every initiative at starbucks, be it new products, initiatives, business partnership or other services, is really one big clusterf.....

Program goals and objectives change like the wind. No one person is in charge, until it is successful. Strategy is a joke and the much talked about "laser focus" is just not there.

So while this spells the end for Clover, I guess it also spells the demise of VIA before it even rolls out.

Downwards...

[Rob]

The Clover project is alive and well in Indianapolis. Or should I say, the competitor in Indy that has one is making them still. But we have no Clovers in Starbucks, here.

[cactusmush]

My theory is that Via and Clover will eventually be deployed in a side-by-side tandem strategy and drip coffee will be retired. The two processes actually compliment one and other quite well. All that is needed is the design of Via based coffee machines…which I am sure is in the AutoCAD pipe-line somewhere.

Via will be the base-line coffee product and Clover will be the premium coffee. Both processes will be able to offer fresh cup of coffee selected from any Sbux roast the customer chooses. The Via process will be more cost effective than Sbux current drip (allowing Sbux to enhance market share with lower coffee prices and yet offer the “same great taste”).

The Premium Clover process will attempt to retain and revitalize Sbux’s Premium market with a product significantly superior to current Sbux drip (allowing Sbux to charge more for the Premium than current drip). Via will be the Toyota to the Clover Lexus.

Both processes are scalable by region - meaning Via in all stores and Via and Clover in Urban/Urbane markets only. Both processes are low-waste processes (no more dumped batches). In other words…much greener processes and this is a good thing. Both processes will generate much more interest in the coffee “lines” of different roasts – recapturing a competitive advantage that the donut shops will never match.

Such a strategy would be the first truly innovative strategic initiative from our friend the Mermaid in many years.

Gosh…. I really can’t imagine that this is not the eventual plan…. The pieces fit.

[snagger]

We use to savor Clover Konas daily at the Queen Anne Hill store; even talked with Cliff while sipping the ambrosia.Now, with my partner fired by Chet in July, our only choice in exile is boiled Obama Blend. The Clover experience will only be shared by a select group, sort of like those on the maiden voyage on RMS Titanic.

[Killer Kona]

We have Clover in Boston and it rocks, they would be stupid not to move it around the country.

[Melody]

Ah Snagger I remember the days of 100% Kona through a Clover. Heaven. Did you know that Sumatra is a promotional special this month and you can get a tall Sumatra from the Clover for only $2.00 which is a better deal than all the others!

To be fair, I always believed that the expansion of the Clover would have to be very selective and painstakingly slow IF the "small batch offerings" really are very limited quantity beans.

I've definitely dreamed that the Clover could be a start of brand segmentation and a development of some concept stores that truly focus on a high-end bean experience - but obviously that's a fantasy land! Can you imagine a Starbucks concept store with no drip brew, lots of whole bean choices, and manual espresso machines ... I know I'm dreaming.

I can't imagine drip-brew being ditched as someone suggested here. I think the Clover is a niche.

**[quote]even talked with Cliff while sipping the ambrosia.[/quote]**

I now know what I have in common with Cliff. ;) We're part of the same niche of Clover addicts. Despite the Starbucks statement that Clover is alive and well, it still seems to be at almost a standstill. I've heard that the new small-batch offerings are going to be rotated less frequently too. (once every 2 months, rather than new offerings every month).

[Kaitlin]

Clovers make such amaaaaaazing coffees. Unfortunately, because Starbucks bought the brand, smaller coffeeshoppes (such as Bridgehead in Ottawa, Canada) which own a handful of the machines won't be able to have them repaired, or to buy replacement parts.

Beyond the Clover brand, straight up the Clover machine concept is dead!

[Turci]

A few friends of mine and I wanted to buy our own Clover off eBay. Asking price is about $15,000 brand new.

However, the fact that you can't get it serviced is a a big turn off for us which is why we decided not to go ahead and buy it.

Too bad. All of us roast our own coffees and we were envisioning weekly get togethers where we would bring our own blends and try them out of the Clover.

[Turci]

Also want to add that I think its ridiculous that Starbucks wont service these machines. American Airlines services the planes of their competitors because #1 They are known throughout the industry as being the best in maintenance #2 They can charge a premium for that reputation and add to their bottom line.

The way its coming off to the 3rd party, Starbucks is hoping that these machines eventually rot in indie shops.

I really hope Howard didn't buy it as a hostile business move . It truly would add fuel to the fire that Starbucks puts indie shops out of business

[sbc-ol-skool]

To everyone, this is another hostile takeover by SBUX. Look at SBC and Torrefazione Italia for example. Viva Vivace, Caffe Vita, Caffe D'Art, and other great indies in Seattle!!!

[ssignatz]

How long before someone takes a Clover apart and makes a knock off version...It cant be THAT much different and complicated- It is just a machine, after all. When that happens, it will roll out everywhere- at half the price. Then, at least- one will be able to get it when you want it, and Howie will once again be left in the dust. I cant wait until that happens...again...
For anyone that thinks the bux-boys bought this so that they could "laser focus" on quality and an incredible experience centered around coffee and not just to keep it away from everyone else...I have a lovely bridge for sale...any takers? I'll sell it cheap- I swear... We can both drink soluble coffee (That actually costs about the same as the fresh brew, do the math. people...)while we look at your brand new bridge...slightly used. Which is how you should feel if you still give money to that company.

[The Dreaming Tree]

"Standing here
Howard Schultz said to me,
"Long before these crowded streets
Here stood my dreaming tree."
Below it he would sit
For hours at a time
Now progress takes away
What forever took to find
And now he's falling hard
He feels the falling dark
How he longs to be
Beneath his dreaming tree

Conquered fear to climb
A moment froze in time
When the espresso first he sipped
Promised him she'd be his
Remembered mother's words
There beneath the tree
"No matter what the world
You'll always be my baby."
"Mommy come quick,
The dreaming tree has died."
The air is growing thick
A fear he cannot hide
The dreaming tree has died.

From the start
She knew she had it made
Easy up 'til then
For sure she'd make the grade
Adorers came in hordes
To lay down in her wake
Gave it all she had
But treasures slowly fade
Now she's falling hard
Feels the fall of dark
How did this fall apart?
She drinks to fill it up
A smile of sweetest flowers
Wilted so and soured
Black tears stain the cheeks
That once were so admired
She thinks when she was small
There on her father's knee
How he had promised her,
"You'll always be my baby."
"Daddy come quick,
The dreaming tree has died
I can't find my way home
There is no place to hide
The dreaming tree has died."

Dreaming Tree, Dave Matthews Band

[Javaccino]

Clover? I've heard of it, but have never seen one. Is this like an urban legend of the coffee world, or is it only available at the Starbucks Area 51 store?

[Rich]

I'm stopping for some beans and a Clover of something interesting on the way home tonight. Not at a Starbucks, though. At the only DC area store with a Clover!

[cactusmush]

Clovers make outstanding coffee. The Smiling Goat in Halifax and Manic coffee in Toronto have Clovers.

It will not be long before similar processes are developed outside of Sbux' attempt to lock down the 3rd wave coffee trend...which is what they attempted when the bought the Clover and its patents.

[adam]

An alternative is to get an Aeropress for $25 from amazon and some fresh coffee. You will be blown away by the results. It comes pretty close and you will save 15 grand!

[Kaitlin]

Javaccino, I think it's a Starbucks myth...only a few Sbuxes have then, but there are a handful of wonderful coffeeshoppes in Canada that use them.

[cactusmush]

If Sbux ever deploys the Clover beyond their test market stores then it will be deployed into East/West coast big city stores only.

There is no way the Clover will take-off in the fly-over states.

What I am curious to know is if the Sbux Clover stores fresh-grind the beans befor they make the Clover? Anyone know?

The Indie Clover stores i have visited all fresh-grind the beans.

[Charbucked]

Clover is deader than dead.

Unless it is a Clover instant coffee mahine that auto combos with a sammich!

Why don't they just paint the clown face over the mermaid right now and be done with it.

[FormerDM]

Yea ~ Its a shame clover doesn't represent the high quality potential "Perect Oatmeal" does. LOL

[Stan999]

Starbucks Oatmeal & Instant Coffee Company

[Melody]

**[quote]What I am curious to know is if the Sbux Clover stores fresh-grind the beans befor they make the Clover? Anyone know? [/quote]**

The answer is yes. I had a Clover of a Columbia Manzanares (sp?) yesterday, and I was struck at how aromatic that coffee is. Wow. As it was being ground you could powerfully smell it.

[cactusmush]

“The answer is yes. I had a Clover of a Columbia Manzanares (sp?) yesterday, and I was struck at how aromatic that coffee is. Wow. As it was being ground you could powerfully smell it.”

…ah the good old days when Sbux freshly ground the beans. Well I am going to hit up the Clover Machine at Manic Coffee this weekend then. It may be 3-4 bucks a Clover but others are paying 4.50 for their Steamed milk and loads-o-sugar lattes.

[betty]

they won't roll out clover b/c its too expensive and its not cost effective..

[ProvBux]

Providence RI has one Clover machine. When in town I make a point to go there and have one. The coffee is fresh ground and is quite good, better than drip brew. I usually drink my coffee w/a bit of cream but this coffee is so good straight up that I drink it black. For a buck or less more for a Tall, it is worth it. Wish I had on of those machines in my home.

[mediumroast]

Clover is wonderful, with the right coffee. Inteligentsia has gone all Clover (no urns at all) but they also know how to manage stock to have very fresh, single-origin coffees. I have not seen any improvement in SBUX stock management. I had hoped with the "fresh" emphasis around Pike Place they would make sure all the beans in the store were fresh, but they didn't. Stale beans brewed in the Clover style will taste clearly and perfectly stale. Medium roasts with bright citrusy notes, about five days out of the roaster, will rock your world. If SBUX can really deliver that experience to millions of people they will make tons of well deserved money. But they need to address the coffee supply chain and barista training and not just buy the machine.

[Rob Burton]

As many people are finding out, I have designed and machined 2 prototype brew basket replacement parts that are in testing in two locations and will be for sale shortly.

The parts are made of FDA approved HDPE plastic and are far more robust than the original molded part but will come with a much higher tag. Now those who bought the machine before SB bought out clover can get a replacement part and keep running.