A better brew

Jason Brooks-Money Editor

This is one of those mornings I've exceeded my two cup coffee limit, and its all in the spirit of exploration. Unless you have avoided any media consumption of late, you've heard that Starbucks is debuting a new brew..the Pike Place Roast, named after the first Starbucks store..and clearly a nod to the past that is clearly more romantic to Howard Schultz than the recent commoditization of the cherished brand name.

Starbucks was kind enough (well, they got us talking about the new roast for free on the air) to drop off samples for the newsroom this morning, which admittedly is a good time to do that when there are several sleepless souls searching for your news.

I've never been a big fan of Starbucks' drip coffee...echoing a familiar complaint that it tasted burnt, although I've been a long-time fan of their mochas and chai. But here it is, the cup in my hand....that sexy whisp of steam rising from the dark and mysterious promise held within......perhaps expecting that familiar bitter bite....I'm surprised and pleased that the taste is friendly....there's no shock. The flavor may be easy on the tounge, but its also very full....the boldness of a strong roast is not sacrificed...its pretty darned good.

Will the Pike Place Roast turn Starbucks around? Probably too much to ask for some beans....but it does show the company realizes the error of its ways, and along with other moves meant to focus on COFFEE, Starbucks is at least listening to its customers, and in retail....you can never lose sight of that....or you tend to get roasted yourself.