In coffee news, Starbucks has decided to reinforce its quantity over quality approach to coffee by announcing the introduction (in America, where else!) of their new “trenta” cup size which is big enough to swim in at almost a litre in size. Imagine, a litre cup of coffee. You could almost open a small Starbucks shop inside one of these cups!
Like the 20 ounce Venti (meaning 20 in Italian), Trenta is an Italian word meaning 30, representing the 30 ounces of coffee (actually 31) you get in the new sized cup. Why they use Italian words is a mystery to me. I’ve been to Italy and the coffee there bears no similarity to the stuff they peddle at Starbucks.
In addition to the new giant sized portion, Starbucks has also made quite a big change to their logo, the first change since 1992. Interestingly, they’ve removed the word “coffee” which I think reflects their intention to branch out to other businesses such as beer and ice cream. Fair enough I suppose, but I’m not sure removing the word Starbucks as well is a wise move. The logo seems a bit naked without any wording at all. But who am I to question the marketing genius that is Howard Schultz. After all, Nike don’t need to write Nike next to their swoosh!