Summary
With Shultz's return to the top, the direction seems to be straight ahead with returning to their roots. "FREEBIES" never hurt anyone and I like the new ideas of the company. New Espresso machines being added to the stores gives the impression of new confidence for this huge investment. Will more aroma regain traffic counts and sales?
Analysis
I like the idea of the company going back to their roots. The aroma in a coffee shop should be "coffee" and not greasy sandwiches. This puts more focus on coffee basics and customer service.
Grinding coffee in house will enhance the experience as the aromas touch the four corners of the coffee house.
I like the idea of investing in newer and more innovative Espresso machines which will produce the most flavorful coffee drink anywhere in the world.
By giving the customer a "free" cup of coffee with every pound of coffee sold, definitely will help in keeping the customer coming back. We tried this in some test stores at Caribou Coffee and noticed an increase in repeat business.
Rebrewing coffee every 30 minutes is a great indication that the company wants everyone drinking their coffee. Nobody else in the industry does this. A win win for the customer.
