Comment Re:I don't drink coffee (Score 1) 259
One of the core problems with starbucks is the over roasting of all their beans, this is done to "ensure" consistency between stores. Mix that with enough marketing and a general populous that cares more about being hip and don't know any better, consistency becomes a major factor for them. If one store produced a better quality/tasting drink then you could have fragmentation of the brand name. It's the unification of the brand name that sets them apart from the mom & pop coffee shops, so consistency becomes one of the key factors to ensure that setting apart. Now to do that at a cheap cost the easiest way is to over roast the beans so that it doesn't matter where they are getting them from or the original quality..
While i don't agree with it, and i don't care for their coffee, i can fully understand their strategic decision to do it, and it was and is proving to be a very wise decision.