Starbucks has decided to branch out from their typical, very
dark roasted coffee to debut a lighter blonde roast in grocery stores and cafés
as of January 10, 2012.
The reason behind this
switcheroo? Starbucks must compete with other brands with mass appeal, like
Dunkin' Donuts and McDonald's, who have seen exceptional sales with milder coffee
roasts. Starbucks is hoping to bring in new customers who prefer light versus
dark roasts when it comes to coffee.
According to
Starbucks research, 40% of coffee drinkers in the US, roughly 54 million
people, prefer light roasted coffee. The blonde roast by Starbucks is
roasted for a shorter period of time compared to other Starbucks roasts, so
that it has a lighter body and less acidity.
This light roast is a big change for Starbucks, who has
built a reputation over several decades by cultivating dark roasts that some
critics feel taste bitter or burnt. Starbucks believes that these new light
roasts will increase their customer appeal and could pump up their sales by $1
billion per year.
However, it is difficult to measure the exact impact of the
new introduction of the blonde roast since existing Starbucks customers could
switch their roast preference in favor of the lighter roast.






