Despite being in denial for about two years, I must admit I am a Starbucks addict. I have always enjoyed a strong cup of coffee and a place to gather my thoughts. With the road warrior life my career has provided me, the green and white Starbucks logo is like a beacon of calm for me when I am away from home.
In recent years, the Starbucks experience has become diluted as the company kept a burning pace of global expansion. At the end of last year, Howard Schultz returned to the helm of CEO, a post he held when he transformed a small Seattle coffee roasting company into the behemoth we know now.
Most of what he has done has been to bring Starbucks back to its roots. A renewed focus on top quality espresso-based drinks. A new daily brew that celebrates their original location in Pike Place Market. De-emphasizing their hot breakfast sandwiches, which created competing aromas with the coffee. And, the return of their original logo on the cups (for a limited-time only).
Two new things have piqued my interest.
First, they have launched the My Starbucks Idea website. Think of it as a turbo-charged suggestion box. Not only can you submit ideas for how they can improve the Starbucks experience, you can vote on other people’s ideas, discuss ideas with our people, and see which ideas they decide to consider.
Second, they have connected the entire country to Top Pot Doughnuts. Based on a 1920s secret recipe, these “hand forged” creations are a cult sensation in the Seattle area. Blending retro chic design, amazing architecture, bold coffee roasts (interestingly not Starbucks), and the delicious ambrosia of fried dough, Top Pot Doughnuts has certainly been my obsession since I first tried them last month.
Thanks to their strong web presence, my obsession continues to build despite the fact I have never been to any of their three locations. I just get my fix of their doughnuts at my local Starbucks drinking the new Pike Place Market blend. (According to Cakespy.com, the Starbucks version triumphed over the retail Top Spot version.) Take a moment and visit their website. It is a multi-sensory experience.
With all the word of mouth advertising I’m giving both companies, I’m beginning to wonder if I need to match every dollar I spend on these coffee and doughnuts with the same amount towards stock purchases.
What do you think of how Starbucks and Top Pot Doughnuts are fueling the obsession of people like me?