Donnerstag, 20. März 2008

Starbucks to buy the Coffee Equipment Company

Starbucks bought the Coffee Equipment Company, renown for it's Clover single-cup semi-automatic coffee brewer.

Clover T-Shirt

I'm shocked. But this is also way cool at the same time. A very smart PR move from Starbucks, and I bet a very smart business move from the Clover guys. There are interesting and insightful threads on and and probably many more sites, and also probably many more people have blogged this and as such have helped Starbucks in gaining more PR. But credit where credit is due. This move is very smart, and it will raise the bar for quality in Starbucks (if they manage to back off their dark roast a bit) and highlight good coffees. Who knows, in the end the Clover might even cost less than the $11,000 where it's now? Or some smart people invent an even newer and better method for extracting better coffee?

But one thing's for sure: this is a little earthquake in the industry. At least it feels as such. Until yesterday, Clover was the tiny, independent flagship of quality coffee. I just hope Mr. Schulz and the Clover people are doing things right.

Made with Django.
Creative Commons License