Howard Schultz on Starbucks’ new value breakfasts: “This move is the right thing to do”

To: All Partners
Date: February 9, 2009
Subject: Value and Everyday Affordability – The Starbucks Way


During these tough times, customers need to know they’re making a smart choice when they come to Starbucks. That they’re getting the world’s finest coffee, delicious food made with quality ingredients, and an experience they can’t get anywhere else. But they also need to know we’re listening to them, and that we’re helping them by making Starbucks an affordable, everyday value. We have taken some time to understand how Starbucks can deliver more value in a way that is both consistent with who we are, and relevant to the day-to-day realities consumers are facing. It was time well spent. We have tested concepts, conducted research, and most important, listened to our customers. I am very pleased to report that we have arrived at a value strategy that will appeal to customers without compromising our commitment to quality.

On March 3, we will introduce a selection of new pairings at $3.95. They combine our most popular beverages with our most popular breakfast items – and we’ve added a few new ones as well.  Our pairings lead with our hand-crafted beverages. They offer our customers more affordability at breakfast time – not a free extra they wouldn’t have ordered anyway. And they come with the Starbucks Experience each and every day.


Starbucks pairings include:

Tall Handcrafted Caffè Latte paired with:

  • Starbucks Perfect Oatmeal, 100% whole grain goodness made-to-order with three conveniently portioned toppings, including dried fruit, nut medley and brown sugar; or
  • Reduced-Fat Cinnamon Swirl Coffee Cake, a moist buttery cake with a cinnamon swirl center topped with a cinnamon crumble.

Tall Fresh Brewed Coffee paired with:

  • NEW Artisan Bacon Sandwich, a flavorful bakery-style sandwich made with a parmesan egg frittata, smoked bacon slices, and Gouda cheese on a perfectly-baked hand-shaped artisan roll; or
  • NEW Artisan Ham Sandwich, a delightful combination made with a parmesan egg frittata, three slices of Black Forest ham, and mild cheddar on a perfectly-baked hand-shaped artisan roll; or
  • Sausage Breakfast Sandwich, a tasty teaming of sausage, egg and mild cheddar on an English muffin; or
  • Reduced-Fat Turkey Bacon Breakfast Sandwich, lighter option featuring reduced-fat turkey bacon, cholesterol-free egg, and reduced-fat aged white cheddar on a multi-grain English muffin.



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