Will a $3.95 breakfast at Starbucks change your morning?
Filed under: Food
The price is listed, it's true, but the marketing is all about the taste. "Hello to a new day," say chalked signs in Starbucks outlets everywhere. In my corner Starbucks, it's the Bacon Artisan Sandwich and Tall Pike Place Roast that are marketed on the homey sign.
I picked the "delightful combination made with a Parmesan egg frittata, three slices of Black Forest ham, and mild cheddar on a perfectly-baked hand-shaped artisan roll," or ham & egg sandwich, but the chain is also offering pairings of a tall latte with either a "perfect oatmeal" or a piece of coffee cake for the same price: $3.95.
Surprisingly, I think Starbucks will eke out a win with the breakfast pairings. It won't do a great job in switching dedicated McDonald's customers, though it might find a few bargain seekers who are on border. And existing Starbucks customers will be encouraged to order breakfast with their coffee; after all, it's not even "four bucks."
I picked the "delightful combination made with a Parmesan egg frittata, three slices of Black Forest ham, and mild cheddar on a perfectly-baked hand-shaped artisan roll," or ham & egg sandwich, but the chain is also offering pairings of a tall latte with either a "perfect oatmeal" or a piece of coffee cake for the same price: $3.95.
Today was the launch of Starbucks' breakfast pairings (we know 'em as "value meals"), announced a few weeks ago to much fanfare and derision. A new day indeed. As the New York Times notes, the company is walking a fine line; will it manage to both attract consumers who have been scared off by the "four bucks" rep 
(and woo back consumers who've left for cheaper prices, sweeter and more flavorful coffee drinks, and less attitude at McDonald's), and at the same time persuade those who choose Starbucks for its higher quality, more Italian-themed food offerings?
Surprisingly, I think Starbucks will eke out a win with the breakfast pairings. It won't do a great job in switching dedicated McDonald's customers, though it might find a few bargain seekers who are on border. And existing Starbucks customers will be encouraged to order breakfast with their coffee; after all, it's not even "four bucks."
Reader Comments (Page 1 of 2)
3-03-2009 @ 9:21PM
debra said...
No, a $4 breakfast is not going to make me patronize starbucks. The products they offer are over priced. Price exceeds quality and quanity.
Reply
3-03-2009 @ 8:07PM
Adrien said...
I completely agree, I'm a fan of Schultz as a business man but, Starbucks has been way over priced for a long time. But it is nice to see some sort of effort ...
Adrien
http://www.thenakedhippie.com
Organic Tshirts
3-03-2009 @ 2:20PM
Jeremy said...
Starbucks really needs to lower its prices across the Board, a frappuccino costs over 5 doolars its crazy, all there pastries come in frozen and they take them out of boxes and makes them look like there fresh , I am sure the eggs and bread for there sandwiches are frozen product as well
Reply
3-03-2009 @ 2:24PM
Michelle said...
Starbucks is just plain over rated, period!
Reply
3-03-2009 @ 2:27PM
KENNETH said...
TOO LITTLE TOO LATE! I REFUSE TO SPEND ONE MORE DIME AT BARFBUCKS!
Reply
3-03-2009 @ 2:28PM
bobbie said...
That's great that Starbucks is catching up and realizing they must offer a value menu to stay alive in this volatile retail environment.
Here's a word of advice to propel your evolvement...stop programming your employees to convey those ridiculously arrogant attitudes that are quite unbecoming and highly innappropriate for "counter help". Starbucks, you are no longer the only hip boutique coffee shop in town, so drop the act! Guys, you work at Starbucks and make less than I did twenty years ago! So stop acting like you just do this as volunteer work and are doing me a huge favor by handling my tall white mocha, and sniff and fail to acknowledge me even after I drop you a 30% tip. I much prefer the humbly-sweet personas of the counter kids at the corner Mickey D's. Too bad they don't serve my kind of Joe...yet. When they do...ta-ta Starbucks!
Reply
3-03-2009 @ 3:29PM
chuck said...
My fiance is one of the so called "programmed employees" of Starbucks! She takes extreme pride in her work and does a great job meeting the needs of Starbuck's customers who come in on their own free will! If you do not like Starbucks don't go. If you have a problem with an individual employee, complain to management, but don't group individuals together based on your disdain and ignorance for a company or another individual!
She works hard for a great wage--more than the average fast food employee makes-- with great beneifits and does it with pride in a job well done! Keep your general comments to yourself and come forth with a legitimate complaint against someONE or voice your concerns to Starbucks, but don't include hard working individuals in a general comment just becasue you are ignorant as to how some people actually like Starbucks and the employees who do a great job!
It's funny, eveeryone hates Starbucks, they hate walmart, yet they do NOT understand that these people work there to serve the ungrateful like you people on this wall.
Don't like it, don't go. Your opinion(and that's ALL it is) is warranted, just don't attack people you do not know anything about! :)
3-03-2009 @ 3:34PM
Julie said...
Maybe you are going to the wrong Starbucks. Not everyone is the same. Also thank you for your gratuity
3-03-2009 @ 2:30PM
cassie said...
I agree.. I used to be a HUGE fan of Starbucks..almost everymorning on my way to work..There completly over priced.Now I Love Wawa..Best coffee ever!!
Reply
3-03-2009 @ 3:37PM
msmerymac said...
The only frozen pastries are in mid-west markets, where they don't have suppliers close by and therefore can't deliver fresh pastries everyday. Otherwise, the food items come in every morning. No one should be ordering a frappaccino anyway - they're like milkshakes! There's barely any real coffee and they're way too sweet. In fact, it's the only starbucks drink that contains high fructose corn syrup. The strawberries and cream one has almost 800 calories. Why are in you in a coffee shop if you like that crap?
All starbucks pastries have a certain starbucks taste to them, you know? If they have vegetarian options, though, I'll try this new deal. I usually only stop once or twice a week and get a grande soy latte and a spinach feta wrap (the best of their offering), which tops out around $7. But if I can get my regular breakfast and take a tall latte for $3 cheaper, they're going to be losing that money! I don't stop more often because I know I'll be spending $4 on coffee and $7 on breakfast overall. I don't think the cheaper breakfast will make me stop more often, but it will encourage me to get the full breakfast more often.
Reply
3-03-2009 @ 2:46PM
suburban sweetie said...
I have never been impressed with Starbucks. My twenty-something daughter would live there if she could; however, she does not yet appreciate the value of a HARD EARNED dollar. There is a reason that "bucks" is in the name and they are not getting a damn single ONE of mine.
Reply
3-03-2009 @ 2:59PM
Jason said...
I don’t drink coffee, so I don’t have a prejudice. The company I work for provides free coffee for the employees. They let them select the coffee brand by a taste comparison survey of three brands, including Starbucks.
Starbucks came in third.
BTW ...a friend of mine calculated that his Starbucks coffee cost $23.50 a gallon.
Reply
3-03-2009 @ 2:58PM
Tiffany said...
I would try it.
http://cashforyourwallet.blogspot.com/
Reply
3-03-2009 @ 3:01PM
Mimi said...
I don't really like Starbuck's coffee. It tastes kinda burnt. Besides, I don't know all the jargon and when I have tried to ask questions, I get a lot of attitude from the coffee servers.
I make my own coffee every morning, grinding organic dark roast beans I buy at Costco. It only takes minutes once the routine is down At less than 20 cents a cup, I have a great cuppa for pennies, I don't get cardboard taste or waste either as I carry my coffee on the go in a nice insulated aluminum mug.
I tried the oatmeal [I'm a vegetarian] and it was just icky, lumpy instant! No thanks.
Reply
3-03-2009 @ 4:22PM
Master Shake said...
HEY, here's an idea - how about if you just learn to cook and spend ten minutes in your kitchen instead of driving to Starfucks and standing in line, then waiting for your order? You'll get better quality at a fraction of the price, and not even have to deal with finding a parking place, or breathing the exhaust fumes from the car in front of you at the drive-up window. Are Americans SO lazy that they can't friggin' brew a cup of coffee and cook a G.D. breakfast? Pathetic.
Reply
3-03-2009 @ 4:49PM
Kathy said...
Love it! Look where all the cars are on your way home from work. Fast food lines. Does ANYONE cook anymore? Way to show your kids healthy things. Good grief, it does NOT take a rocket scientist to fix an evening meal, make a pot of coffee, or make breakfast in the morning. No wonder everyone's so fat.
3-03-2009 @ 6:02PM
Catalina said...
First of all I work for STABUCKS
Everything is high price all over the US.
Our pastries DONT come frozen.
If you are getting treated badly then dont attend that location.
STARBUCKS is starting to relook at their employees and they NOW WANT TOP WORKERS.
everyone needs a job!!!
Reply
3-03-2009 @ 4:42PM
Sueann said...
I don't make a habit of going to Starbucks. I usually go 1-2 times a month. However, when I go I always enjoy it. My order is always a latte and the servers in our store are always extremely nice and cheerful. I grind my own beans at home and enjoy my own home brew. But a little treat is nice once and a while. I really don't understand all the complaining. Go, or don't. It's really not that big of a deal. Thanks to all the friendly Starbucks employees I've encountered.
Reply
3-03-2009 @ 4:56PM
jorge said...
4-bucks strikes back..
Reply
3-03-2009 @ 5:03PM
The Billies said...
With the money you save...you can......
http://www.myspace.com/thebilliesmusic
Reply