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Starbucks Banks on New Hardware

Company counts on gadget for better espresso, more customer face time

By Will McCahill,  Newser Staff

Posted May 30, 2008 4:59 PM CDT

(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.

Starbucks CEO Howard Schultz, right, unveils the new Mastrena espresso machine that will be introduced into company stores Wednesday, March 19, 2008.
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.
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.
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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