If you're like me, and you subscribe to the Los Angeles Times and live in Los Feliz, you were subject to a marketing assault by Starbucks yesterday. That is, if you consider a billboard across the street and a card for a free cuppa Joe included in your morning paper a marketing assault. And I do. The subject of this awareness attack was the 'Buck's new brew, Pike Place Roast. As the advertisement notes, it's the coffee for people who love coffee.
I love coffee, so I figured I'd try a free cup of black gold designed especially for me. Card in hand, I walked down to the neighborhood shop and obtained a "tall" order of this Pike Place Roast. After a few sips, I thought I had made up my mind. But I downed a good three-quarters of the stuff before making my pronouncement:
Pike Place Roast has overpowering notes of chemical and Styrofoam. It lacks the rich complexity good java is known for. It in fact lacks any complexity. It leaves a wet, bland, vaguely burned aftertaste. It smells like the coffee you'd get in a diner or at a banquet, but withholds the contextual charm: I'll gladly drink a bad cup of coffee with a good slice of pie in a bustling restaurant. But none of that is present with Pike Place Roast. It's just bad (expensive) coffee, on the go.
That said, I encourage you to get a free cup of your own. Tell Rocket Fever if you agree with this review. And while you're at the 'Buck, dig the new old naughty-mermaid logo. Cross your tails, you hussy!
In less than a week, I'll be flying to Istanbul. That is, if the plane actually gets off the ground. How perfect that I'm planning the trip of a lifetime just as the global airline industry is in full meltdown. Oy.