In an effort to close the gap between customer satisfaction and how Starbucks can improve their service without closing hundreds of

stores, the following correspondence was sent to the organization, today.  Since the objective  of the Consumer Journal is

is to create awareness among consumers and merchants, we are asking our readers to tell us what your favorite Starbucks

pastry is or which pastries have left a bad taste in your mouth? 

Please add your commentary below.

__________________________________________________________________________

23 July 2008

Dear Starbucks,

Aside from brewing good coffee and hiring courteous employees, your other product offerings require serious improvements. As your organization prepares to close 600 sites across the nation, you might consider looking within your product line. From coast-to-coast, the items patrons usually purchase with their coffee (bagels, cakes, cookies, etc) lack the continuity of quality of your primary offering: caffeinated beverages. These over-priced, high caloric and undercooked or stale pastries are most likely preventing Starbucks from its growth potential.

Many customers, like myself, hope that Starbucks would enhance their pastry selection. Out of pure optimistic naivete, every so often, I try your pastries, hoping that something has changed. As all of your baked goods  look appealing behind the glass  display, they  usually taste stale, or are unpleasant to the palate. By the time most consumers make the realization, they are several blocks away from your store.  For instance, on July 9th,  although your toffee almond bar looked freshly baked, it was so doughy, I  had serious concerns about salmonella. Fortunately, your attentive staff replaced the unsavory pastry with a chocolate chip cookie.

While the chocolate chip cookie was not stale or under-baked, the flavor of the cookie was so laden in butter and salt that I have to say, it was the worst chocolate chip cookie  I have ever consumed in my entire life. As a long time customer, I think you should know that your additional product offerings are quite unsatisfying. The most enjoyable snack, your organization used to offer, is no longer on sale: the "dark chocolate Graham cracker." Starbucks might consider surveying your customers and discontinuing products that are ineffective.

Even the  Internet service with AT & T is inept. Although, I am a subscriber of AT and T, each time I try to access the wi-fi service at one of your retail locations, the network either diverts to the T-mobile service, allows access for a few moments or does not work at all. 

Maybe, the solution to the tasteless pastry issue is to strategically partner with local bakeries of each market. This way your organization can reduce your carbon footprint (as in the transport of your pastries) and improve the consumer experience. 

Please, know that this letter is intended to provide constructive feedback. In an effort to inspire other Starbucks enthusiasts comments, a copy of this correspondence has been published at the ConsumerJournal.com.

Holly Bentz

TheConsumerJournal.com