Starbucks Made Me Feel Fat

Posted on April 14, 2008 
Filed Under General

As previously mentioned, I am a Starbucks junkie.  A few moments ago, I returned from my afternoon iced-coffee run at my regular outpost, where I was completely devastated to learn that the lemon pound cake I frequently purchase has 500 calories.  Five. Hundred. Calories.

Obviously, I know that Starbucks’ fresh baked goods are neither fresh nor good for you, but today (as far as I could tell) was the first time they put the calorie content on the labels of every treat in their display case.  Just as I prefer to not know how much money I spend at Starbucks each week, I would like to remain ignorant to how many calories I consumer there as well.

However, even though the woman in line behind me agreed that it was a painful truth to stomach, it’s clearly another move the coffee chain is making to resurrect its wounded reputation.  Another notable change is the limited-time-only brown logo, which celebrates the brand’s beginnings in Seattle and its new Pike Place brew (a smoother blend that aims to rebuff claims that Starbucks beans taste over-roasted and burned).

Was the logo change a good idea? I’m going to go with “yes,” as the brown mermaid made a previous appearance to celebrate Starbucks’ 35th anniversary in 2006; with Chairman Howard Schultz back at the helm, it seems like a natural way to illustrate the brand’s forward momentum while celebrating its historic rise to international ubiquity.

As for the complete transparency (which is, of course, always a good PR strategy) with front-and-center nutrition facts, I think I will remain a believer that ignorance is in fact bliss.

By Courtney Barnes

Comments

5 Responses to “Starbucks Made Me Feel Fat”

  1. Boring Market on April 14th, 2008 4:09 pm

    I’m curious your public relations opinion of these changes. You touched on transparency, celebration of Starbuck’s beginnings and the ‘forward momentum of Starbucks historic rise to international ubiquity.’ There is a lot of weight in those three things that begs to be talked about.

  2. Jen on April 15th, 2008 3:37 pm

    The posting of calories at Starbucks is probably early compliance with new NYC requirements to post calories in chain restaurants, not a PR tactic:

    http://www.amny.com/news/local/am-cal0415,0,440063.story

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