War Is Brewing

McDonald's has declared war. Not on its fast food set. The Burger King can rest easy in his throne. Wendy can go back to playing with her braids. Mickey D's has set its sights on the world's undisputed coffee king, Starbucks.

Battle positions aren't a new pose for Starbucks. In fact, Dunkin' Donuts has tried to take a thwack at the caffeinated giant, but hasn't really take anymore than a sip of business away from the Buckster. And more importantly, Wall Street wasn't quaking in its boots about the DD threat. Not so with McDonalds.

So, this past week, Starbucks has been scrambling. Founder Howard Schultz is back at the helm and more management shake-ups are in the works.

But, the big question is: What will it really take for Starbucks to maintain latte domination? For me, I have to say that their pathetic attempts at breakfast sandwiches leave me cold. And, the myriad of overpriced, over-flavored beverages make me long for earlier times when Starbucks was introducing the American public what it meant to drink good coffee. Now it seems that they're more interested in introducing the American public to coffee drinks that don't even taste like coffee.

And, would you like some whipped cream on that?

Others, from the editor of Barista Magazine to business reporters at The Financial Times, are chiming in to similar effect. They think that Starbucks best plan of attack is to go in reverse - and get back to their deep, dark, coffee bean roots.

Will they? I can only hope so. I am getting tired of having to brave the sickly sweet smell of vanilla and gingerbread spice syrups assaulting my nostrils when I walk into my local Starbucks. I can only dream of a simpler era, not too long ago, when the seductive aromas of espresso filled Starbucks' air, beckoning me to spend my hard-earned money on a truly a good brew.

Memo to Howard Schultz: Go back to go forward.