Monday Mocha Update

Logo Switcharoo
Thought I would do a little Starbuckian update as the last update since the reins of the company have gone back to CEO Howard Schultz was back in February. So here is your java update...riveting I know!

I have been behind the times and have not actually been in a Starbucks for quiet some time, but since April a retro version of the original Starbucks logo has been appearing on the company's ubiquitous white cups. The 'retro' logo is UPS-esque with its all brown design and a more revealing mermaid. This of course has not gone without any controversy, especially in the US's hyper-sensitive ultra conservatives.

One such group has been calling for a nationwide ban on Slutbucks, I mean Starbucks, due to the 'graphic' nature of the mermaid. The Christian group, The Resistance, based in San Diego, says that the new cup "has a naked woman on it with her legs spread like a prostitute." Last time I checked mermaids didn't have legs, but it does beg the question, what exactly is a two tailed mermaid doing on a coffee cup. I think this group is a little overboard and will probably drive more sales at the stores because people will want to see what all the fuss is about...keep it up guys!

The reason for the change, as CEO Howard Schultz stated, was to generate conversation help revitalize the brand. It appears that the new logo will stick around for a little while longer on the cups, but will ultimately live on in Starbucks new coffee line of Pike Place coffee. Swim on Starbucks, Swim ON!

Ceramic and Starbucks?
Along with the brand revitalization, Starbucks is trying to be more eco-friendly by reducing its ecological footprint. One such measure was announced that would bring back the old ceramic cups of yester-year for in store purchases. This would help reduce some of the trash, but how many of us who go to Starbucks actually sit and hang out. It used to be a that third place between work and home but is not really so, at least what I have seen.

Starbucks also plans to slash energy consumption in its stores by 25% by 2010 and purchase enough clean energy certificates to offset 50% of its electrical requirements. Good steps to improving their efficiency and bottom line, but what about all of that double cupping that goes on and those wasteful plastic drink cups? Good steps in the right direction, but still a long way to go. It is a company after all, and a company based on nothing else than consumption of materials. Though they do make a mean Frapachino....I may just go get me one :-D