Obviously there has been a great deal of interest and press coverage about our recent decaf decision. While that is very encouraging--it's the kind of interest and passion most companies only dream of having--there are a few points that are being lost in the shuffle.
Below is the actual communication that was sent to stores:
For many of our stores, the demand for decaf is greatly reduced in the afternoon and therefore yields high waste with the current standard. In recognition of this, stores no longer need to continually brew decaf coffee after 12 p.m. and can now apply the same standard that exists for Morning Pick.
* Continue offering Decaf Pike Place Roast as the daily decaf brew through 12 p.m. (from 5 a.m. until 12 p.m. in 24-hour stores).
* Consider your customer base and decaf requests after 12 p.m. to judge whether you should brew a batch of coffee to prepare for decaf customers.
* Ensure partners respond to requests for decaf coffee according to standard, while acknowledging the wait time for a freshly prepared brew.
First, contrary to some reports I've seen, you can see that we have not "stopped brewing decaf" in the afternoon. What has happened is store managers--those who are most in-tune with their customers and sales pattern--have been given the flexibility to stop continually brewing decaf in the afternoon if that makes sense for their stores. Instead of a dictate from "on high", those with the best knowledge are empowered to make the decision.
Second, and I think this is an important point, many people find just brewed coffee to be the best possible coffee. Personally I find that getting my coffee immediately after brewing to be a great joy of life. Usually I'd much rather wait four minutes for that experience.
What are you thinking about this? Talk to me...
What, no decaf???
posted by g mommy