According to David Latourell of Starbucks,
"Vacuum-press technology pulls the coffee through a 70-micron filter in which every hole is like a hair's breadth."Sounds delicious...I love when "hair" is used when describing beverages.
Starbucks is feeling the heat from competitors, with quality coffee now readily available at McDonald's, Dunkin' Donuts, and your local convenience stores. Their response seems to be...you think you can make premium coffee? Well...we're going to make super premium coffee.
Will Dunkin' Donuts retaliate with wicked premium coffee? Come on now...we're not selling razor blades here. This is not the Gillette-Schick battle to see how many blades they can fit onto a handle.
I question whether the average consumers' palate will really be able to discern the difference in quality with this magical Clover machine. Even if the coffee is noticeably better, will you be willing to pay more and wait longer? Prices are expected to be about 40% higher for Clover-brewed coffees, and they will take about a minute to brew (not exactly well suited for the morning commute crowd).
The Clover debuts at select locations in Boston, Seattle, and San Francisco in early September. The timing isn't exactly ideal with Americans trying to save pennies here and there to pay their mortgages and fuel their cars.
But what do I know? Maybe The Clover will blow your mind. Let me know how it tastes. I'll be sipping a cup of Dunkin' Donuts and beating the traffic while you wait in line.