The ultimate fate of the Starbucks Breakfast Sandwich CEO Howard Shultz announced that Starbucks would begin selling their “short” cups of brewed coffee for $1 a piece, and offering free refills of brewed coffee as a test in Seattle, WA.
Starbucks also announced that breakfast sandwiches were on the way out.
The warm sandwiches “are going to be out by year's end.” In the meantime, they will be “de-emphasized.”
Serving sandwiches got in the way of employees' “ability to make the perfect shot of espresso.” In other words, spending time on sandwiches took away from the focus on coffee.
The sandwiches will be replaced with “a breakfast menu that delivers what our customers are asking for.”
Read more on Starbucks Gossip | The Breakfast Sandwich is Saved! In July 2008 we sent an email to all of the savethebreakfastsandwich.com members announcing that the Starbucks Breakfast Sandwich is safe from its inevitable demise according to the Starbucks Gossip followers.
On September 26, 2008 CEO Howard Schultz offically announced that the Breakfast Sandwich is inexplicably staying in addition to more savory breakfast selections.
”In FY08, we re-focused on serving perfect beverages every time with everything from Espresso Excellence training to the reinvention of brewed coffee, getting back to grinding coffee in the stores and shortening hold times. We introduced new coffees with more in the works. And, we responded to customers by offering an improved breakfast sandwich and new savory breakfast selections which launch in many markets next week. In FY09, we must continue to celebrate our coffee core -- with a renewed sense of authenticity and authority. ” | |
