We're confused. We can't tell if this is intentional or if he just wasn't thinking. Is this a gaffe?
During an interview with Business Week’s Susan Berfield, chairman and CEO of Starbucks said the best way to make a cup of coffee is by employing a method not used by Starbucks baristas: the French press.
Yep. Howard Schultz uses a Bodum French press, which he says makes “the best cup of coffee known to mankind.”
“This means if Mr Schultz uses a 1lb bag of Starbucks coffee beans, it works out roughly 46 cents, compared to the $2.01 coffee drinkers in Manhattan pay for a small americano in store,” the Daily Mail notes.
Schultz went on to explain that a French press brings out “oils, flavor and essence of blends.”
“Don’t buy preground coffee,” the CEO added, “After it’s opened, a bag of whole bean coffee has a shelf life of no more than a week.”
At $12-$15 per bag, that's not a bad suggestion.
“[T]he French press should not be on a burner, transfer the coffee to a thermos. Drink it within an hour or two, at the max,” Schultz continued.
Again, is this a gaffe? We're so confused. He’s really doubling down on what he believes (and rightfully so) is a good cup of coffee.
Why would he advise people to make their coffee with methods not used by his brand? Furthermore, by dissuading people from buying preground coffee, he just advised against a large portion of his business.
“[I]t could be a clever promotion on Mr Schultz's part - Starbucks sell the coffee presser on their website for $19.95,” the Daily hypothesizes.
True. But this would also mean that if people take Schultz at his word, and for the onetime price of $19.95, Starbucks can count on never seeing that customer again (you know, that whole “teach ‘em how to fish” thing). Which is fine; it's just not something you'd expect a CEO to let slip, let alone explain in meticulous detail.