It was supposed to go like this.
The Starbucks you know would carry on being the Starbucks you know, except that it wanted you to know it more often.
The coffee chain intended to lure you in for lunch as well as breakfast. It wanted you to believe it was keeping up with at least some of the changing tastes.
But if you were a Millennial, or merely (thought you) had a slightly superior palate, it wanted you to switch to a new, fancier version of Starbucks. This was called Starbucks Reserve.
It would be reserved for more discerning types, those who were prepared to spend $10 for a coffee whose beans had been trodden on by the pedicured feet of peasants who live in the clouds and never talk to strangers.
That was the vision presented just a couple of years ago by former CEO Howard Schultz. He promised there'd be 1,000 of these glorious tasting rooms by the end of 2017.
But here we are in 2019. Millennials have less money than everyone hoped they'd have.
And Schultz's successor, Kevin Johnson, has decided that there will be, oh, only six to 10 of these Reserve stores for now.
As The Wall Street Journal reports, Johnson has sniffed the poshification of Starbucks and decided it's not really for him. He told the Journal:
One thousand was an aspiration. And six to 10 sounds like desperation. I worried when Schultz said the Starbucks brand could ascend to the levels of high-quality wine, there to be sniffed, sipped, and savored. At the time, I feared it would be like McDonald's suddenly offering a $10 burger.
That store is filled with all kinds of fancy goods.
They added a lot of fancy footwork to the dance.
That is a fancy restaurant with fancy prices.