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The differentiating factor between Starbucks and its competition was once its vastly superior coffee and the environment one drank it in. Customers were not only paying for the final product, but also an experience. However the high demand and increased popularity resulted in fast-food like atmosphere and a lower quality in coffee. As Starbucks exchanged quality for quantity it saw its profits decline it came to conclusion that it must once again change operations to regain its consumers and quality.
One of the more visible changes which will take place at Starbucks is that customers will be able to see baristas making their coffee. The Masterna, an espresso machine will take over the preexisting Verisome machines in Starbucks nationwide (Allison). The Masterna’s are seven inches shorter in design versus the old machines; this will allow for more employees to customer interaction and eliminate the “fast-food” like atmosphere. However, the Masterna will do more than just enhance the coffee experience; it will look to provide a more superior product. The machine will look to reduce the margin of human error during the process of espresso making (LaMotta). The machine will instruct the barista at the exact moment the shot can be taken out so as to eliminate the burning of the beans which was a frequently occurrence with the old machine (La Motta) The Masterna machine will also deliver a more consistent espresso shot every time, a response to the complaints that Starbucks espresso shots were becoming increasingly inferior. The Swiss made machine will in Starbucks stores nation-wide by 2009 (Allison).
Starbucks will also be introducing the “Clover” in a selected test markets before rollin ...