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Recently Written
Summer 2009 Poll
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By N2H Give Back
What do you want to know about your local coffee shops?
We are gathering information from local coffee shops to help serve the Auburn community. We already have some basics but we want to know what you want to know. Below is a list of items we are currently gathering. Please give us suggestions to add to the list via our contact page or as comments to this post.
Coffee Shop Name
Hours
Wifi?
Seating/Tables
Location Info
Map
Website
Health Rating
Coffee Brands Served
Food/Other Items available
TV’s/Music?
Live Events
Please let us know what else to add to this list!
Why won’t the poll let me vote?
If you come to Auburn Coffee and cannot vote on our poll there could be several reasons. The first reason is a little technical but basically it could be your computer cannot read something called javascripts. This is probably not the case however. In most cases, including the case that you are in a coffee shop reading this now, it is because we are taking several measures to ensure the validity of our poll. We are actively attempting to combat against multiple votes per person, etc. If you are at a coffee shop now try again at home. You’ll probably be able to vote there. However, if you really are concerned that you cannot vote for some other reason please contact us via our contact page and we will work to resolve this issue for you.
Thanks for your patience and understanding!
An Open Letter to Local Coffee Shop Owner’s and the Auburn Coffee Community
Auburn Coffee has only been active for a few days and we have been encouraged by your response. We appreciate your emails and comments and are still working through a lot of them. Because Auburn Coffee is currently nobody’s “job” it may take a little time on some things.
We have seen that the Auburn Coffee community is very passionate about their coffee and coffee shops as we already thought. We look forward to seeing this passion for coffee displayed on this site and in the forums. We do encourage your responses and our only request is that everyone be respectful to one another in your comments about our local coffee shops. Be honest but respectful.
There is also a great understanding on our part that Auburn Coffee is your community. Auburn Coffee has no agenda to push, no coffee to sell, and nothing to gain from any particular view or opinion shared on this site. Please tell us what you are interested in. Send in your articles on brewing, roasting, enjoying, and anything else about coffee and we’ll share it with the community.
We look forward to interacting with and working with local coffee shops on a lot of our projects and we will do everything we can to be fair and spread ourselves over all of them. In other words you will from time to time see articles that we have partnered with local coffee shops to write, etc. but it will be in the interest of sharing coffee knowledge on our part and not selling it.
Finally, we truly are as we boast “Auburn’s only INDEPENDENT online coffee community.” The only reason we are pointing this out now is to pound home that we are for all Auburn coffee shops and not any one in particular and surely not against any of them. AuburnCoffee.com’s “staff” goal is to keep our personal opinions out of the site as much as possible and let the community run the site through the forums and by having anyone that wishes submit articles and reviews for us to post. We also realize that some aspects of the site are going to need tweaking here at the beginning and as the community grows and we will make those changes accordingly.
Feel free to encourage your friends and/or patrons to vote for their favorite shop and on all of our future polls. We see now that there is a bit more “competition” in Auburn between shops than we realized and we look forward to helping unify the coffee community more in the future.
Please let us know how we can help the community!
Help us with our next Auburn Coffee Poll, What’s your favorite Brand
We are working on getting our next poll up on the site but we need your help. We want to include as many brands of coffee as possible so send us all the brands you can think of and we’ll make sure they are on the poll. Just add a comment to this post if you have another brand and we will continue to update this post.
Here is our list so far…
A
* Alterra Coffee Roasters
B
* Bokar Coffee
* Boss Coffee
C
* Caffe Vita
* Caffiato
* Caffitaly
* Café Bom Dia
* Cafédirect
* Camp Coffee
* Chase & Sanborn Coffee Company
* Chock full o’Nuts
* Coolatta
* Coop Kaffe
D
* Dallmayr
* Douwe Egberts
E
* Easy Serving Espresso Pod
* Eight O’Clock Coffee
* Equal Exchange
E cont.
* Espresso Vivace
F
* Farmer’s Union Iced Coffee
* Fieldheads Coffee
* Flavia Beverage Systems
* Folgers
* FrancisFrancis
* Frappuccino
* Friele
G
* Gevalia
* Green Mountain Coffee Roasters
H
* Hills Brothers Coffee, Inc.
I
* Illy
J
* Jacobs (coffee)
* Just Us!
K
* K-Cup
* Kenco
* Keurig
L
* Lavazza
M
* MJB
M cont.
* Matthew Algie
* Maxwell House
* Melitta
* Mr. Brown Coffee
N
* Nabob
* Nescafé
* Nespresso
R
* Red Circle Coffee
S
* Saeco
* Sanka
* Sasini Tea & Coffee
* Seattle Drip Coffee Company
* Segafredo Zanetti
* State House Coffee
T
* Tully’s Coffee
* Toomer’s Coffee
U
* UCC Ueshima Coffee Co.
* Union Coffee Roasters
V
* Juan Valdez
W
* George Washington (inventor)
Starbucks’ Retro Logo
How Starbucks is using a special brown logo to evoke the chain’s beginnings and restore some goodwill for the brand. Source: Business Week
by David Kiley
Brown is certainly a color that communicates coffee. So, when you order a cup of the new Pike Place coffee at Starbucks (SBUX) this week, it doesn’t seem out of place to see a special brown logo on the cup and paper sleeve. Except that, as everyone knows, Starbucks’ iconic logo is green. So why change such a successful corporate symbol?
The image of the twin-tailed mermaid inside the brown medallion harkens back to the chain’s 1971 beginnings. The logo has evolved over the years, going from brown to green in 1987. This is the second time in three years Starbucks has trotted out the brown mermaid, inspired by a Norse woodcut. Back in 2006, she was resurrected to mark the chain’s 35th anniversary. This time, she is a messenger for Chairman Howard Schultz, who is trying to restore some of the goodwill and warm feelings for the brand that have gone by the wayside because of increasing coffee prices, machine-made lattes, and bad press.
Starbucks plans to use the logo on all its cups for about eight weeks. It will remain in ads and as the logo for Pike Place bags of coffee. The new blend, which will be available in every store, has been crafted for a smoother, cleaner finish than many of the rotating blends Starbucks has traditionally carried week to week. This was done to combat the chief criticism of the company’s coffee by reviewers, including Consumer Reports, that it tastes “burned.”
“Nostalgia Effort”
“Now that Howard Schultz is back at the helm, this is definitely a nostalgia effort and a strong push to get back to the core values of the company,” says Rob Giampietro of New York design firm Giampietro + Smith, referring to the reintroduction of an old icon. The tagline below the cup’s sleeve reads: “Roasting coffee since 1971.” Starbucks spokesperson Bridget Baker says, “It’s a good time to celebrate our heritage.”
Giampietro compares the move with those of baseball teams that have their players don throwback uniforms. The retro nods are meant to enliven the mood of patrons who, even while enjoying a visit to the ballpark, may resent paying $100 or more for a family of three to see a nine-inning game. “Old logos can engender a brand’s story and history, and spark or rekindle an emotional bond,” says independent Los Angeles-based marketing consultant Dennis Keene.
Tapping a logo change to convey a corporate strategy is not a fresh idea. In 2000, then-Ford CEO Jacques Nasser took the Ford Blue Oval logo off the headquarters building in Dearborn, Mich., and replaced it with a script rendering of “The Ford Motor Co.” that was also used in corporate advertising. The move was meant to convey that Ford (F) was not just blue-oval Ford products, but also Jaguars, Volvos, Land Rovers, and the myriad of other outfits Nasser was buying to diversify the company’s interests. After Bill Ford took over as CEO in 2001, he embarked on a strategy meant to take Ford “back to the basics.” He directed that the blue-oval Ford brand logo be rehung on the company’s building to convey that the brand was the one that would carry the corporation back to health. Ford has continued to struggle financially, but under a new CEO, Alan Mulally, the company has embarked on a worldwide reemphasis of the Ford blue-oval brand. In the meantime, it has sold Jaguar, Land Rover, and Aston Martin. “The move was done so no one inside the company, especially, would have any doubt about what brand will lead our recovery,” says Bill Ford, now chairman.
Giving Up Green?
Is there a danger that, by rolling out the old logo once again, Starbucks might overplay the authenticity card? “There is never a danger in reminding your employees or your customers of your authenticity as long as you also keep moving forward in new, surprising ways that are relevant to people,” says Brian Collins, principal of the New York-based strategic branding firm Collins:. “When it’s done right—and consistently—it can be the smartest way to market an established brand.”
It’s unlikely that Starbucks would ever consider going brown for good. The color is muddy and almost makes the cup look like it came from another company altogether. “As a color it’s so much less distinguished than the green, and the green conveys both a friendlier and more upscale image,” says Giampietro. “And it’s so Italian!” he adds, referring to Starbucks’ inspiration for the color, the Italian flag.
But Starbucks’ throwback logo is fodder for the bloggers: They’re poking fun at Schultz’s accommodation of conservative coffee drinkers. In the original logo, the twin-tailed Greek mermaid showed her navel and bare breasts. In 2006, when the logo was originally revived, the chain received complaints about the “decency” of the logo and, despite the chairman’s well-known liberal politics, the lady grew long hair to cover her indecency. That’s the version we have today. Italians would never have given in—or complained in the first place.
What’s your favorite coffee shop in town?
We’ve added a poll, “What’s your favorite coffee shop in town?,” to the left side of Auburn Coffee. Be sure to tell your friends to stop by AuburnCoffee.com and vote for their shop.
Starbucks Press Release; New “Pike Place” Coffee
Dear Partners,
Next week we will experience one of the most significant moments in the history of our company. After much anticipation, we will introduce our new coffee, Pike Place Roast, which we will serve everyday in our
As you know through various internal conversations about Pike Place Roast, it is a unique blend of the highest quality, sustainably grown beans. It is our first coffee to carry the new mark that symbolizes Starbucks renewed commitment, with Conservational International (CI), to support farmers, workers and their communities and help ensure that our coffee is responsibly grown and ethically traded. Pike Place Roast features Starbucks signature bold flavor with a smoother finish and showcases our 37 years of coffee roasting experience, knowledge and passion. Starbucks master coffee blenders and roasters have “done us proud.” And I would like to thank the following coffee and roasting technology partners for their dedication to creating a superb blend, with a flavor profile that reflects input from customers and baristas:
That said, please know that words can’t really express just how pleased we are with this wonderful coffee. The proof of its excellence is not in my words, marketing or hype … the proof is in the cup. It truly represents the best of who we are! I ask that you do everything you can to sample and put a cup of Pike Place Roast in the hands of every customer you encounter next week. I encourage all
Pike Place Roast also gives us another opportunity to celebrate our history and heritage that takes us “back to the future.” We are so very proud of what we have achieved, so let’s talk about it! And we will be doing just that across the
Although Pike Place Roast will not be available in our international markets at this time, they will migrate to 30-minute hold times for brewed coffee in the coming months, while a longer-term brewed program is being determined.
So I will close now by extending my gratitude to you, once again, for all that you do on behalf of Starbucks and invite you to raise a cup of Pike Place Roast in a coffee toast to the future success of our great company.
Onward,
Howard
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