Why Does Burned Coffee Rule?
March 10, 2006 9:06 PM Subscribe
Why does (what is the psychology of) Starbucks thrive(ing) selling coffee that, it would seem, most people find less than ideal?
posted by ParisParamus to food & drink (80 answers total) 1 user marked this as a favorite
From speaking with a friends, family, and collegues, I can't recall anyone saying that they actually love Starbucks' coffee. Perhaps I travel in an atypical "coffee circle," but I wonder.
Specifically, why does Starbucks insist on selling medium-to-dark roast coffee exclusively, when, I suspect, most Americans would prefer a good light roast brew (or, why not sell both; dark roast does make sense for frappuccinos, etc.).
Is it that Starbucks has concluded that, given that most people put milk in their coffee, that "burned coffee" (what many call it) is, overall the best compromise?
Is it that people don't really go to Starbucks for the coffee but the ambiance and/or pastry?
Is it that dark coffee, psychologically, has a status/appeal BECAUSE most people don't actually like it? Something else?