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An open letter to Howard Schultz
2008 January 10
Howard Schultz, CEO
Starbucks
Dear Mr Schultz,
Welcome back to Starbucks, I hear you have big plans for “focusing on ‘reigniting’ the connection with consumers”. If I may, and since you’re here, I would like offer some advice as to how your vision can be realized starting today.
I am not much of an espresso drinker (unless I’m in Italy where a solo is only €0,99), but I do enjoy Tazo’s Earl Grey with steamed soy milk. I’ve been drinking this beverage since high school, my coffee house growing up called it a “Cambric” but I’ve also heard it called a “Foggy London”. It’s not as if my beverage request is particularly difficult to understand: a venti cup, two tea tags with half hot water, half steamed soy milk.
I often have to repeat my request to those partners who are inexperienced with my beverage. I have no qualms explaining my beverage fabrication, obviously I want it done right. Then the moment of vexation arrives: your partners want to charge me for a tea soy misto, but that means adding a soy milk charge in addition to the prix fixe for tea served with steamed milk which is not what I ordered. Here’s an idea: why not just charge me for a large tea with soy milk seeing how that’s exactly what I ordered?
I know you’ve got a lot of work to do now that you’re back in charge. Once you’ve caught up, feel free to get in touch with me—along with a check refunding every Cambric / Foggy London with steamed soy milk I’ve ever purchased in your stores.
ox,
-J.