The launch of Starbuck's new microsite - www.starbuckscoffeeathome.com - coincides with a slew of new initiatives under CEO Howard Schultz.
The new site attempts to demystify the chain's many blends and methodologies with a virtual barista.
"What the online experience does is mimic the experience consumers would have in the store, if they went to the barista and said, 'I want to try Starbucks, but I don't know where to start,'" said Wendy Pinero, VP-global consumer products group at the coffee chain. "The majority of consumers still have not necessarily realized the different tastes you can get."
"We want to make people understand that if you tried one [blend] and you didn't like it, it wasn't the right blend for you," said Ms. Pinero. "That doesn't mean the whole brand isn't right for you."
Apart from allowing you to find your perfect coffee blend, there's also a gallery of chalk board art created by the baristas who drew their inspiration from the various blends.
