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August 20, 2008 4:58:32 PM CDT

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Starbucks Banks on New Hardware

Posted May 30, 08 4:59 PM CDT in US,  Business 

(Newser) – With the grounds of a sour economy sticking between shareholders' teeth, Starbucks is looking to a new espresso machine to perk profits back up, the Seattle Post-Intelligencer reports. "What this machine is about is whether Starbucks can get its virginity back," one observer says of the semi-automatic Mastrena, which brewed its first shot in New York today. How the Mastrena might help:

  • Fresh grind: With new beans in every shot, no chance  to dull the brew.
  • Consistency: Adjustments for humidity and other weather variations ensure identical shots, and in the same amount of time.
  • Manual lever: A cosmetic touch, perhaps, but steaming milk manually restores the human to the equation.
  • Say hi: Shorter than the machines it's replacing, Mastrena allows baristas more interaction with waiting customers.

Source Seattle Post-Intelligencer

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Starbucks CEO Howard Schultz, right, unveils the new Mastrena espresso machine that will be introduced into company stores Wednesday, March 19, 2008.   (AP Photo/Ted S. Warren)
Starbucks CEO Howard Schultz, left, prepares to drink a shot of espresso from the Mastrena, set to be in most stores by 2010.   (AP Photo/Ted S. Warren)
Starbucks is switching back to its old logo as CEO Howard Schultz tries to fight slowing profits.   (AP Photo/Ben Margot)
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