Starbucks' in Education

I've talked about Starbucks growing outside of coffee and into the media landscape through music and and film, but Starbucks in education?? Are you a bit confused?!?! so was I. Starbucks in Uptown Oxford offer coffee class on Monday nights at 7pm. When you walk in they have tables pushed together and a variety of coffee and pastries on the tables. The purpose of these classes you ask...well of course to education their consumers on coffee.

Starbucks has become the leader in premium coffee in the US and they want their customers to be educated on the coffee they sell. These classes to educate you on their premium coffee...FREE! Yep, you read me correctly, absolutely, positively free! My opinion on why they offer this service goes back to Starbucks' original goal for the atmosphere of their stores; to be that local coffee house feel. Charging for their classes just wouldn't line up with their strategy. Also by keeping consumers in the "know" and knowledgeable about your product, you are tying that coffee knowledge directly to the Starbucks brand.

Each week the class focuses on a different bean and they teach you everything from how to smell the coffee to how to taste the different attributes of the bean (some are earthy, fruity, bitter, etc). They also pair up the coffee with one of their pastries, because they explain that coffee and pastries should complement each other to bring out the strongest flavors in each. You get stamps for each class you attend which are specific to the region of coffee you learned about. The class I attended this week focused on the correct way to brew coffee.

Our barista had 3 different brews sitting on the table with several different pastries. The first brew was brewed too weak and was extremely watery. The second brew was brewed too strong and the bean was not ground fine enough so their were bean pieces in the brew. The last sample was brewed with the right amount/texture of grinds to brew a great cup of coffee. When brewed correctly you can smell and taste the difference. It is a bit odd smelling and tasting coffee without cream or sugar, but it is extremely educational! Also when the correctly brewed coffee is paired with the right pastry, the results = PERFECTION!

After the class I received my stamps which I added to my passport book (the book Starbucks gives you at the first class you attend in order to keep all your stamps together). When you fill their passport you receive a free pound of Starbucks coffee. Got to love the free gifts!! Even though I am quite a few classes away from getting my free pound of coffee I have no doubt I will get there soon enough.

Check out these classes at your local Starbucks, just stop in and mention them. If your store does not offer them, ask if there is a Starbucks around that does or suggest they should start providing them. These classes are not only good for a night with the girls, but they are good for that late night, beginning of the week pick-me-up! The best coffee class I have attended yet was right after Valentines day last year, they held a chocolate coffee class, complete with every chocolate pastry they carry and their dark chocolate pieces. Oh...I was in CHOCOLATE HEAVEN!