Starbucks CEO: We introduce new drinks out of fear

From a Q-and-A with Starbucks CEO Jim Donald:
Starbucks is always introducing some new coffee or other product. Why?
DONALD: It's fear. Two weeks ago I was with the guy behind Pumpkin Spice Latte. I said, "Congratulations." He says, "Sorry, we can't celebrate because we are working too hard on what's going to take us past Pumpkin Spice next year."
Will product development be your legacy?
No. I want to be known for my coffee palate. (Laughs.) I did become a Coffee Master [the title bestowed after a 35-hour self-guided course that employees take to learn about coffee]. Right now I'm drinking a Rwanda Blue Bourbon that has a chocolate note. (SmartMoney)

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CNBC ANNOUNCES ITS FIRST ORIGINAL PRIME TIME PROGRAM, "AMERICAN MADE," CELEBRATING AMERICAN BUSINESS LEADERS AND THE AMERICAN DREAM

Hosted by Ingrid Vanderveldt, premiere program to air Monday, April 17, at 8 p and 11p ET and will profile Starbucks Chairman Howard Schultz

ENGLEWOOD CLIFFS, N.J. April 6, 2006 - CNBC today announced the premiere of "American Made," the network's first original prime time series that celebrates American business leaders and the American dream. "American Made," a one-hour program, will debut on CNBC on Monday, April 17 at 8 pm ET and will re-air that evening at 11 pm ET. "American Made" is hosted by Ingrid Vanderveldt, herself an entrepreneur.

"American Made" will have an initial run of six episodes scheduled to air on consecutive Mondays at 8 pm. The program will also air on CNBC Europe and CNBC Asia.

Celebrating the entrepreneurial spirit that drives the nation, "American Made" goes beyond the boardroom to delve into individual perspectives, personalities, and motivations of some of America's most successful entrepreneurs.

The first installment of "American Made" is a first-ever long form television profile of Howard Schultz, Chairman of Starbucks. The program traces Schultz's compelling story from his childhood in the poor housing projects of Brooklyn, N.Y. to running the respected worldwide company that operates coffeehouses in the United States and in over 35 countries outside the U.S. In a series of probing interviews, Schultz and Vanderveldt discuss his strategy for the company, the challenges and the philosophy behind the Starbucks' success.

[RC of strangeculture]

I could go for a pumpkin spice latte.

--RC of strangeculture.blogspot.com

[James the Barista]

If the Pumkin Spice Latte did so well, why did we have 20+ jugs of it after the end of the promotion? I have to agree, new drink does come out of fear...if there wasn't a new drink every few months then Starbucks could slow down.

[new barista]

yeah, maybe they should keep some of the good ones around too, i don't know how many people come in crushed that we don't have pumpkin spice anymore...and people are confused now that cdl's are no longer on the menu.

[Fat Little Pug]

We have to stop carrying drinks at a certain point because otherwise our inventory and overhead would be too huge. If every promotional drink stayed on the menu, it would be too huge and confusing. Some drinks come and do stay, due to their popularity. Toffee nut for example. Plus, if you have 20+ jugs of Pumpkin Spice left, someone in your store isn't ordering appropriately.

[JustSomeBarista]

It must be some kind of new fangled SUPER HORRIBLE FEAR that drove Seattle to keep pushing the Matcha powder based drinks.

[Theolaxor]

totally-- these matcha drinks are crap... the latte is almost like a mean joke for our customers who we have to constantly sample since we have to do 100 a day- none of the baristas at my store like it and neither do the customers... I don't think the coprorate ppl were too afraid if they believe they could market this stuff

[yuckie]

matcha is so gross...often i gag when scooping it into cups, ESPECIALLY for the new green tea latte.

I like the pumpkin spice with a teabag of chai tea. Gives it a nice spicy but smooth flavour.

Ultimatly though I do wish Starbucks would go back to more of a focus on drip coffee. There is deffinatly an art to roasting and brewing coffee. I love it when people ask me coffee questions.

[exSFBarista]

My spouse is going to be one very sad man when CDL is gone completely. It's his all-time favorite drink.

[Bob]

CDL is back during winter... so no worries there. We are getting a reasonable response from green tea lattes... and the blackberry green tea frap is going to be a hit.
New drinks are introduced to keep things fresh, why stay the same? Change is good.
I cannot wait from the blended juices this summer.... yeah.

[Barista to the Stars]

Yeah, Jim, I'm afraid too.............afraid of the Matcha takeover!

Barista to the Stars

[anon]

Rwanda Blue Bourbon is too expensive.

:(

[Nickie]

Matcha Matcha Matcha .... gross. The 100 samples a day are killing us ... we can not even give it way. Solent Green powder is what it is.

[James the Barista]

A) Rwanda is well worth the cost...or at least to sample.

B) Stop making the Green Tea Latte Standard, make them different...put more melon or less matcha...but make it the way you think would be better.

Remember treat every people like a VIP, Would you snub your nose at Howard if he wanted a free water?

[BaristaBoy]

Starbucks should stop making all these sugar drinks. Back to basics What is your mission statement? The ever-expanding mission statement never works and it is the ultimate problem of the stock exchange. To keep growth constant, companies begin to look outside of their own business. Starbucks may one day end up like the soda fountain shops. Ever been to one lately?

I disagree that the drink should be made non-standard, James. As a customer who frequents four different stores regularly (depending on where I am that day), it's very frustrating to order the same drink at each place and have it taste different every time. I *love* the marble mocha macchiato when it's made good... but sometimes it's so bitter it's undrinkable. Give the standard to the customer and then perhaps suggest changes to make it "better" if they express disappointment.

if your drink is ever bitter like that again tell the barista to time their shots and make sure the machine is indeed shooting correctly. Odds are you got bad shot.

[Theolaxor]

Yeah- shot timing is key, even on the Verisimo... or maybe the barista just sucks and u are getting shots that are more than 10 seconds old. Usually modified drinks are better than the regular ones anyways, u should ask whoevers working about whats good

[amanda]

companies have to keep up with the times, which are a-changin'. new things interest people...even if a restaurant or store is being remodeled, tons of people will come when it opens again, just to see the changes. new drinks are also intriguing to coffee drinkers; they can try new combinations or possibly find a new favorite. new is often speculated to be better than old.

[Boston Starbucks Rebel]

The shots for MMM shouldn't really matter because they are incorporated directly into the beverage if made according to Starbucks recipe to insure Starbucks standards. However, it could also be the milk being a little too burnt!

[coffeeguy :)]

It's a machiato of course the shots matter! That's almost the first thing they taste when they take a sip becuase of the way the drink is built. :P

[jabanga]

while he is obviously a successful CEO i have seen him speak, listened to his voicemails, and followed his contribution to starbucks and the guy is a total loser. he has no integrity whatsoever. he would make a great infomercial host.

[In Reno]

Jabanga, who has no integrity? Schultz? You are WAY off base my friend. Starbucks is an amazing comapny and it is all because of his vision.

[CA Mgr]

I don't think James was telling Baristas to "not make drinks to standard," but rather addressing the customer: request the drink be made to your liking. I personally like the green tea latte with less melon.

[MiamiShift]

I have a big gripe about drinks not being made to standard when the customer has not requested it. A woman at my store today was amazed I put water in her Chai Latte, I told her this was standard, but I'd be happy to make one without water if she liked. She then went on to tell me I was wrong because no other store in the area made it with water. I then told her that would not be to standard unless the customer requested it, and she told me they just don't do it and I shouldn't do it either. Honestly I'm one of the few in my store that always puts the water in, not alot, but I think the drink tastes better when it's done right. I'm happy to Say "yes" to a customer when they want it minus the water though, just ask my Mr. Venti Soy No Water Chai Latte regular :)

[Ricky]

matcha is great, specially the green tea frappuccino with blackberry. also way for the new coconut and banana frappuccinos my favorite is a banana coconut cream frappuccino with the coconut flakes blended in (*tip) also on top of the whip cream. Delicious

[F. Mullaney]

How do I get a video copy of the interview with Howard Schultz on American Made (CNBC April 23) and/or a transcript?

Please teach your baristas how to make a latte. There should be foam, not milky backwash. Intelligentsia makes MUCH BETTER coffee drinks. Their foam on their specialty drinks lasts throughout the life of the drink. I've been to a lot of Starbucks and rarely do they make a specialty drink correctly.

[mrs. jones]

i, too, would like to obtain a copy of the "american made" interview w/ howard schultz. no luck searching on the cnbc site.
anybody?

[cafe olay]

are the 100 samples regular sized drinks?

[Liz]

I work at SBUX in Maryland and we tried some of that new tangerine lime mess. It wasnt any good its bland. Tastes good with valencia and melon and whatnot in it though.

[david jacoby]

i too am looking for a copy of the CNBC interview with Howard Schultz.