Starbucks back to basics

Starbucks at its annual shareholder meeting has pledged it will get back to its roots - coffee. New equipment, better/more informed baristas, fresher coffee, yahda yahda. Sounds like a good branding 101 plan. Joe Pine, co-founder of Strategic Horizons LLP and an expert on marketing experiences, warns that the plan could go wrong if the company doesn't do a good job explaining the changes to baristas who will be responding to "confused customer's questions." Not sure what's confusing...Starbucks is going to give me a better latte. What I do find confusing though, is the company's plan to begin offering energy drinks and get into the health and wellness business. Pretty sure last time I checked energy drinks and caffeine weren't so great on the body. Oh well, I'm just happy about the better latte.

Allison Linn's MSNBC article has more info.

-posted by Adrienne