When does reinvention get old? I’ve been wondering about Starbucks for months now…I’ve written about the reinventions, but everytime I think I am over it or the news is old, more comes in. They have been at war with McD’s and Dunkin’ and everyone else who owns a coffee cup. They were number one and have been beating back the grounds to get back on top.

Maybe it was the economy that started the downward spiral.  Maybe it was the cost of a cup itself or the sloppy training. Lots of maybes but no solid answers. Meanwhile everyone with a coffee machine seems out to get them. Starbucks responds with an almost endless list of promotions. Today they may have the ultimate shoot oneself in the foot move: Coupons for products at grocery stores. I do remember they tried a version of that a few years back when they introduced ice cream. Now they plan to issue coupons (starting May 11) for ice cream, cold beverages, and packaged coffee. You can have your Starbucks in multiple places is what the coupons are supposed to be saying. Maybe they are saying, buy us, please. They credit their Starbucks idea website with this suggestion. They obviously ignored my comment that said the pairings are a problem.

I still frequent several Starbucks; after all, they answer the meet up question in a city without too much coffee competition in the neighborhoods (not talking the business district).

I just want them to get it right. I want to be able to walk in the newly formatted, friendlier space and be greeted by a staff that knows how to make a real cappuccino, a macchiato–how the foam matters. Check out Macchiato in New York City for that answer.

Show me.