However, in my opinion this, this is really the only reason that would bring me into a Starbucks to use the WiFi. The move to make WiFi roughly the cost of drink (that you are there to get anyway) over the $9.95 is a giant leap, but its still not free and its not as easy as free. Assuming I don’t have an AT&T Laptop Connect plan, I would need to 1)create an account 2)put money on my Starbucks card 3)make sure to use it every 30 days only to be limited to 2 hours work of internet per day.

On the flip side, if I walk into a Panera, I turn on my laptop, connect to thier access point and go. Panera is taking the risk that I might not buy something. However, by not limiting me to 2 hours they increase their chances that I may stay longer and potentially have more than just a coffee there. I may even end up having lunch or another bagel.

Starbucks limits my internet time, thus limiting my time in their store, which directly correlates to my total spend being less. Free WiFi is the way to go for any business and when a cup of coffee costs the customer 4 bucks, it should just be part of the package, no hoops should have to be jumped through to get it.

As someone who loves coffee, I welcome the changes Starbucks is making. I like the emphasis on quality and the experience - that’s why I drink coffee. I even understand why they went back to the old logo.

However, even though I love the changes that Starbucks has made, I will not purchase their product until the current brown logo is de-emphasized and their billboard campaign ceases.

I’m not trying to be politically correct, and I’m not trying to be dogmatic about it. I just don’t want to be subject to the continued deterioration of society. Nor do I want to carry a picture of a naked lady around on my coffee cup. However, I recognize that I have specific beliefs that may not line up with yours. If you, in good faith, don’t mind the new logo, good for you, keep on shopping there.

As for Starbucks marketing of the logo, they never stopped using the old logo. You can still find signs in older WA area stores that have similar logo’s - just green. That didn’t cause me concern, nor did it raise a fuss from media hungry rabble rousers. Starbucks could have placed the old logo on the bags of Pikes Place blend and simply created a more appropriate retro-looking logo for their prominent marketing materials such as cups and billboards.

Wether or not the marketing “buzz” from this controversy ends up positively for Starbucks, in the long run, marketing and business plans that intentionally and needlessly upsets or annoy customers just to create “buzz” has to be bad for society.

I appreciate the reminder.

Have a great day!

Regardless, the title on its own gives a good intro to what my blog post is about.

I suspect most people have heard by now of the kerfuffle about an internal memo, leaked through a popular Starbucks fan blogsite and ultimately covered by BusinessWeek, The Wall Street Journal, Forbes, CNN, etc., which was penned by the founder…

Kim