A BITTER ROAST

The recent $105 million judgment against Starbucks for sharing barista tips with shift supervisors in California has Starbucks defying court orders. This can turn into a Public Relations nightmare for the chain as it struggles to move back into the favor of its investors. The company has, over the last year, lost 50% of its valuation.

Right or wrong, Starbucks needs to re-evaluate how they communicate to the public and their stockholders before this nightmare spreads to other states (three more have filed suit since last week).

Is Starbucks coffee really worth the price? The following rant by Jackie Mason may be a bit exaggerated but rings true nonetheless. There is no “service” at Starbucks and there is certainly no “superior service” as the chain suggests. In my book, service implies table service.

You want coffee in a coffee shop, that's 60 cents. But at Starbucks,Cafe Latte: $3.50. Cafe Creamier: $4.50. Cafe Suisse: $9.50. For each French word, another four dollars.

Why does a little cream in coffee make it worth $3.50? Go into any coffee shop; they'll give you all the cream you want until you're blue in the face. Forty-million people are walking around in coffee shops with jars of cream: "Here's all the cream you want!" And it's still 60 cents. You know why? Because it's called "coffee." If it's Cafe Latte $4.50.

You want cinnamon in your coffee? Ask for cinnamon in a coffee shop; they'll give you all the cinnamon you want. Do they ask you for more money because it's cinnamon? It's the same price for cinnamon in your coffee as for coffee without cinnamon - 60 cents, that's it. But not in Starbucks. Over here, it's Cinnamonnier - $9.50.

You want a refill in a regular coffee shop, they'll give you all the refills you want until you drop dead. You can come in when you're 27 and keep drinking coffee until you're 98. And they'll start begging you: "Here, you want more coffee, you want more, you want more?" Do you know that you can't get a refill at Starbucks? A refill is a dollar fifty. Two refills, $4.50. Three refills, $19.50. So, for four cups of coffee -- $35.00. And it's burnt coffee. It's burnt coffee at Starbucks, let's be honest about it. If you get burnt coffee in a coffee shop, you call a cop. You say, "It's the bottom of the pot. I don't drink from the bottom of the pot. But when it's burnt at Starbucks, they say,"Oh, it's a blend. It's a blend." It's a special bean from Argentina....." The bean is in your head.

Do you remember what a cafeteria was? In poor neighborhoods all over this country, they went to a cafeteria because there were no waiters and no service. And so poor people could save money on a tip. Cafeterias didn't have regular tables or chairs either. They gave coffee to you in a cardboard cup. So because of that you paid less for the coffee. You got less, so you paid less. It's all the same at Starbucks - no table service, a cardboard cup for your coffee-except in Starbucks, the less you get, the more it costs. By the time they give you nothing, it's worth four times as much. Am I exaggerating?

Do you know that if you buy a bagel, you pay extra for cream cheese in Starbucks? Cream cheese, another 60 cents. A knife to put it on, 32 cents. If it reaches the bagel, 48 cents. That bagel costs you $3.12. And they don't give you the butter or the cream cheese. They don't give it to you. They tell you where it is. "Oh, you want butter? It's over there. Cream cheese? Over here. Sugar? Sugar is here." Now you become your own waiter. You walk around with a tray. "I'll take the cookie. Where's the butter? The butter's here. Where's the cream cheese? The cream cheese is there." You walked around for an hour and a half selecting items, and then the guy at the cash register has a glass in front of him that says "Tips." You're waiting on tables for an hour, and you owe him money.

Then there's a sign that says please clean it up when you're finished. They don't give you a waiter or a busboy. Now you've become the janitor. Now you have to start cleaning up the place. Old Jews are walking around cleaning up Starbucks. "Oh, he's got dirt too? Wait, I'll clean this up." They clean up the place for an hour and a half. If I said to you, "I have a great idea for a business. I'll open a whole new type of a coffee shop. Instead of 60 cents for coffee I'll charge $2.50, $3.50, $4.50, and $5.50. Not only that, I'll have no tables, no chairs, no water, no busboy, and you'll clean it up for 20 minutes after you're finished."

Would you say to me, "That's the greatest idea for a business I ever heard! We can open a chain of these all over the world!" No, you would put me right into a sanitarium. Starbucks can only get away with it because they have French titles for everything, Nazi bastard sons-of-a-bitches. And I say this with the highest respect, because I don't like to talk about people.