This week, Starbucks made its exclusive Pike Place Roast available in all its locations. Starbucks is promoting the widespread availability of Pike Place Roast with rebranded cups featuring (temporarily, I assume) the original siren logo.
The original siren logo is slightly modified, however. The siren’s hair covers more than the true original logo, but, more importantly the circular band says “Fresh Roasted Coffee” instead of “Coffee • Tea • Spices.” Considering recently publicized problems Starbucks has had, the new emphasis on their coffee selection process and freshness is undoubtedly intended to address those issues. Starbucks suffers largely from an image problem. People who aren’t Starbucks regulars associate the coffee-chain with high-priced espresso drinks or coffee that is “too strong” for them. Starbucks is now attracting attention to their commitment to quality, fresh coffee by posting the “roasted on” date with with daily brews.
I’ve had the Pike Place Roast every day since it became available. And I have say it is one of my favorite roasts. I think Starbucks is on the right track to fixing it’s overall image problem. In fact, I would suggest they continue to not only emphasize their coffee selection processes and commitment to freshness, but also keep showcasing the original siren logo. Another aspect of their image is problem is the bleeding heart objections to big corporations, and the old logo doesn’t have the corporate look that the current logo does. Renewed attention to their roots can’t hurt and reminds consumers that Starbucks started small, and grew into something larger because it has a quality product.