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Starbucks' New Focus: Coffee

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The way I see it: Starbucks coffee tries to rethink coffee by making it taste better. / Photo by ldcross via flickr.

Coffee giant Starbucks is in a fight for its financial and physical dominance of the American coffee landscape. While they've been focusing on pushing music, videos and green tea frozen lattes in recent years, they kinda sorta forgot about coffee. Real coffee. The drip kind that grabs you by the collar and wishes you a perky "hello" in the morning.

Many people, however, aren't fond of the Starbucks drip coffee because it's too strong and evokes a burnt flavor. Others have just gotten used to the taste and have been trained like Pavlov's dog to order the "grande drip with room" -- and not ask any questions.

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But old CEO Howard Schultz is back and promises to bring taste to the coffee. According to an ABC News story: "To meet the battle brewing over coffee, Schultz quickly announced a series of initiatives to refocus Starbucks on how it all started: It's the coffee, "one cup of coffee at [a] time."

Today Starbucks launched its new Pike Place Roast:

"This blend was created using input from Starbucks customers and represents our 37 years of coffee roasting experience, knowledge and passion. Taking the wide range of customer preferences as a guide, this everyday brew is a unique blend featuring Starbucks signature bold flavor with a smoother finish balanced by soft acidity and subtle, rich flavors of cocoa and toasted nuts."

Whatever. We just hope it's good and drinkable. Otherwise, with their prices, we'll be forced to -- gasp -- brew our own coffee at home.