Starbucks Installing $11,000 'Clover' Coffee Machine in Select Shops
This machine has elevated coffee drinking (and price, which usually starts around $3 a cup) to the level of a wine tasting, and, until recently, it was only available in independent coffee shops. Now, Starbucks has bought The Coffee Equipment Company, and begun installing The Clover in select stores while refusing to sell any more machines to independent shops. It has also shutdown CloverNet, which is an online service setup by the company that allowed fans to track their favorite brews and find shops with a Clover machine.
Sadly, not even an $11,000 machine can make bad coffee taste better, but clearly Starbucks is desperate. This summer, it is closing 5-percent of its stores (just over 600) and is making an effort to focus less on music and high calorie milkshakes and more on coffee. You can bet that the original fans of The Clover won't be lining up at Starbucks anytime soon. But Starbucks is betting that the same people that order a white chocolate mocha with half skim and half soy will soon be ordering 35 grams of ethiopian sidamo at 210 degrees for 45 seconds, and paying a dollar more for it. [Source: Wired]
Reader Comments (Page 1 of 1)
ralph @ Jul 26th 2008 12:08PM
I feel sorry for the franchisees that have to buy these machines in order to stay within what the franchisor (the boss) wants. I will never get into franchises again, it is a scam and mafia related tactics. I use to own a Blimpies franchise and thats what it was all about. They would tell you how to run your so called business and profit in every aspect of the business. I mean every aspect You live and learn the hard way.
matt @ Jul 26th 2008 1:03PM
So Ralph, are you an independent restauranteur now, running your business the way you want to and answering to no one (except possibly the health dept.)?
PK @ Jul 26th 2008 10:21PM
Starbucks doesn't have franchises. Each store is owned by the corporation.
Cynthia @ Jul 27th 2008 1:46AM
Ralph, the other guy is right, Starbucks owns all their stores and doesn't franchise.
I live in NYC and I hear they're installing 2 Clovers here in the city. I can't wait to try them.
swag @ Jul 26th 2008 1:55PM
Too bad Wired was a year late and a dollar short with this story. They're starting to get as timely as "60 Minutes".
lois @ Jul 27th 2008 3:09AM
Yesterday I went into my local Starbucks and had an xtra tall Frapachino. The cost was $5.22. It was very good but not worth the price. I was curious, hot and thirsty and it did hit the spot but it was a one shot deal.
I work with people that go to Starbucks at least 4 times a week. It is an addiction that some can't be without??????????????????
MM @ Jul 27th 2008 6:53AM
This Clover customer WILL BE LINING UP AT Starbucks! Last laugh on you, Blake. You sound jealous of Starbucks.
Bill @ Jul 28th 2008 1:23PM
I go to all the local coffee shops - no complaints! Much cheaper, too!
casz @ Jul 31st 2008 11:38AM
Starbucks is OK not for their coffee but because its quick, the staff are generally receptive and alert for that quick turnaround. Of late their coffee in downtown NYC has been overbrewed or burnt, it used to be better? Would go to a local deli everyday of the week if that coffee actually had caffeine. Less likely to buy a Clover coffee now that they're at Starbucks. They're obviously having an identity crisis. They should also start selling milkshakes.