Starbucks today announced that they were releasing a coffee vending machine called the clover. This is one of several ideas Starbucks Chieft Executive Office Howard Shultz is testing. The Clover also has the ability to grind beans without requiring the staff.
On Schultz's return to Starbucks, the returning CEO claimed he would re-invent the company. He sought out to return fix the broken Starbucks experience. Some of his first moves were to have stores return to grinding coffee beans in-house and other similar tactics to make Starbucks feel like the neighborhood coffee-shop it once was and not a large franchise.
The reason I'm writing this post is that I find Schultz's plan and implmentation in conflict. For example, a recent quote from Shultz said, "The goal is to reinvent brewed coffee in America," Schultz told ABC News "Nightline" anchor Terry Moran during an exclusive interview in the company's first store in Seattle. Well, how does introducing Starbucks coffee vending machines move the Starbucks experience forward? While I haven't experienced Clover, it sounds like a move in the wrong direction. In any case, its great to see Schultz trying customer ideas in an effort to fix the broken coffee chain.
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