NPR's Morning Edition reported today that average Starbucks customers doubt that yesterday's massive barista retraining session will make a difference in the megacorp's coffee drink quality. And, they added, they couldn't care less. (Okay, those weren't their exact words but it was implied.)

Customers interviewed in Bellevue, Washington said they didn't expect much to come from the barista retraining that closed all 7,100 of the US company-operated stores for a span of three hours. One remarked, "No matter what they do, I doubt they will make it as good as local coffee shops. Starbucks coffee is still like fast food, so it's convenient."

According to Scott McMartin, Starbucks director of coffee education, the session started with an espresso tasting. "I want them to taste what the imperfections are. Taste the shot that's too long, the shot that's too short, and the milk that isn't steamed correctly." Well, good for him and them! Though I have to say that's pretty much basic training.

Word on the street has it that the baristas were scheduled to spend some of their bar training time watching a corporate sanctioned DVD. I image it went a little something like this: "Susan here is a Starbucks barista. She is a valued employee and happy at her job. (Susan turns from the espresso bar to face the camera and gives a pleasant yet humble smile, showing no teeth, while her eyes betray her silent curses at having gotten roped into this project.) Unfortunately, Susan doesn't always take the time to sample the espresso at the start of her shift and doesn't know when the shots she's pulling are too short or too long, resulting in countless numbers of poorly made coffee drinks purchased by her customers. It's time Susan had a little retraining, don't you think?"

All I can say is poor Susan. Why? Because I know that she and thousands of other Starbucks baristas actually do care about their job and want to do it well. Had she had the proper training and support to begin with, her customers might care, too.

Susan, if I may, I'd like to give you and your barista compatriots some simple words of encouragement: Though this recent action taken by your corporate leaders may not have yielded the hoped for change in customer perception, we want you to know that, no matter what, we're all pulling for you! (Pulling for you? Get it? Oh, whatever.)

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Post originally published by Milwaukee Specialty Food and Coffee.