A Response to Bill Saporito's Time(R) Article: "Starbucks: Wake up, smell the coffee"

This is in response to a nasty article, in my opinion that TIME(R) published, written by Mr. Bill Saporito. In Starbuck's defense, I actually think that the atmosphere there is good. The coffee choices are great. And the service I've gotten hasn't suffered. In fact, adding drive-thru windows at many of their stores for those not wanting to, as you put it, freeload or squat (What ever that means! Oh, you should appologize to them, for many of these "freeloaders" are reading your content, therefore raising the hits to your site! Talk about a consumer-minded strategy!).

For those wanting to smell the coffee, like you, and don't care about the "Starbucks Ambiance" or "Experience", they can opt for ordering their coffee online and smelling their coffee at home or in their employee's lounge.

To your credit, however, many Starbucks Stores I've been to lack space because of the retail expansion they are having. So, in all fairness, it is a good hint to throw out there if there's anything good that will come out of your article. To be honest with you, if the merchandising wasn't working, it wouldn't be in a vast majority of stores, including those here in the Philippines. I've visited Starbucks in many countries in Central America, South America, Asia, as well as the ones in my hometown in Texas. Starbucks parafanalia is very popular throughout the world.

Regarding the McDonald's comment, I don't deny that their coffee is competent, but try to get a coffee after work in the afternoon at McDonald's and tell me if you think it tastes good. In my experience, anytime I've tried I've tasted McDonald's coffee anytime after 11am, it is no longer fresh for it has been roasting for hours. That's NEVER the case at a Starbucks!!! As a side note, as I've been told, some McDonald's branches offer Seattle's Best Coffee. Most, however, especially internationally, don't. Starbuck's Coffees however, are consistent in freshness, taste, aroma, and excellence.

If you want to save money and go to your "Mickey D's" for some coffee, go right ahead! It seems like you need a HAPPY MEAL(Registered trademark of McDonald's) anyways. As for people who can properly discriminate coffee and recognize first class products, we'll be at your local Starbucks smelling the fresh-grounded, first class Central American, Arabica, or Asian Coffee. Long live Howard; and good for him for wanting to improve the appeal of his business! Looks like it's TIME to wake up and say I'm sorry to the freeloaders reading your article right now.

To read Mr. Saporito's article, go to: http://www.time.com/time/business/article/0,8599,1593723,00.html