
Two days ago, Starbucks launched its new house blend, dubbed the "Pike Place Roast" after the ubiquitous coffee dispensary's original location. The announcement was surprising; food-service chains rely on consistency to maintain their customer base as much as they rely on taste or value. For McDonald's or Burger King to modify the palate of their signature menu items would be unthinkable. However, Starbucks has eschewed the inherited wisdom of the fast food business and reformed its basic cup o' joe. Having tasted the new blend, I can say that analogizing the change to an overhaul of the Big Mac is no exaggeration. Even the most seasoned customer would be unable to identify the Pike Place Roast as Starbucks coffee on taste alone.
The old blend, which I believe was more literally branded the "House Blend", was unrefined, to say the least. I once saw it rather aptly characterized in the LA Times as "scorched"; burnt, acidic, all angles and edges, like molten, Sumatran lava. The House Blend was robust in the sense that it was not short on flavor. However, it failed to deliver the carefully balanced medley of flavors that is the hallmark of a good, coffee shop blend. It was melted plastic where it should have been smokey and woody, and bitter where it should have been sweet and floral.
By contrast, the Pike Place Roast is not only delicious, but also perfectly tailored to the purpose of mass coffee distribution. It's a light roast of decidedly mild and unacidic beans. While the flavor of the new blend is less dramatic than that of the old, the retraction brings the subtler tastes in the coffee back into balance. Although french roast fiends will still have to seek out their local, independent coffee houses, the Pike Place Roast has a balanced, sweet character that is likely to please the average coffee drinker. Additionally, the significant scaling back of the blend's PH factor left my esophagus and my stomach feeling grateful for the change. In short, the Pike Place Roast is a decent imitator of a better coffee shop's Kenyan light roast.
My impression is that Starbucks' gambit will pay off. The company is clearly in the midst of renovating its marketing agenda; the macho size menu now includes "short" among its listed options, and the cups have been redesigned with a crunchier look. Undoubtably, these efforts are all part of a long-term push to regain the coffee shop cred that Starbucks has all but lost in pursuit of drive-ins, airport locations, and the company's inexplicably dogged support of new Paul McCartney projects. Although Starbucks may never be Soma, I can't deny that the change is for the better.