When Peggy and I moved to Center City Philadelphia nearly 20 years ago, around the block from our 1817 row house was a typical, tacky pizza shop on the corner of Fourth St. and raffish South St. Every morning when I walked the dog in the area, discarded pizza crusts and paper waste were all over the sidewalk and in the gutter. The dog was in hog heaven; I found it disgusting.
Suddenly the pizza shop was replaced by Starbucks. I was thrilled. Good coffee and terrific snacks. The enthusiastic young baristas (clerks who make coffee) are up and at ‘em at 4:45 a.m. preparing for the 5:30 opening. And the place is always clean and tidy. For 16 years, Starbucks has been a great neighbor and presumably profitable.
Many years ago, Seattle direct marketing guru Bob Hacker took Peggy and me on a sightseeing tour of his city and we stopped for a requisite cuppa Joe at Starbucks’ first store at the Pike’s Place Market. I felt part of American corporate history.
In Madrid several years ago, I was delighted to spy the Starbucks logo just down the street where I could bring a couple of coffees back to the room well before our out-of-the-way hotel dining room opened for breakfast.
At the Starbucks down the street from our hotel in Geneva, two small coffees, two blueberry muffins and a small bottle of orange juice was a whopping US$27.50, but hey! the little muffins were loaded with juicy blueberries and it was all lots cheaper than the US$3 per person continental breakfast at the hotel.
In fact, just about anywhere in the world, Starbucks is a welcome sight.
Now suddenly Starbucks’ has decided to change its logo. It is deleting the word “STARBUCKS,” deleting the word “COFFEE” and being represented by a naked green cartoony mermaid with a Miss America tiara and two fish tails.
Will she become the Nike Swoosh of world-class coffee?
I don’t think so.
“If it ain’t broke,” said Jimmy Carter’s budget guy Bert Lance, “don’t fix it.”