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Starbucks Buys Clover Maker Coffee Equipment Company and Begins Reward Program

Starbucks Buys Fancy-Pants Machines, Also Promises to Treat You Better


Yesterday, many wild announcements were made during Starbucks' annual shareholder meeting. It's no secret, they've been making a lot of interesting changes, but some of the announcements were quite surprising. While the launch of their own social networking website is shocking, it was actually their purchase of Coffee Equipment Company, the makers of the fancy-pants Clover coffee machines.

Clover coffee machines cost $11,000 each and are thought by many coffee snobs to be "amazing, absolutely amazing" — those are quotes from actual coffee snob friends of mine. The Clover machines will be put into select markets, and rumor has it that non-Starbucks cafés will no longer be able to purchase them.

Other changes that they announced included improved automated espresso machines that grind beans fresh for each drink, as well as a new coffee blend and a rewards program. That's right, they're finally going to give you that soy milk or vanilla splash for free. It's about time, no?

So what do you think, will these changes alter the way you think about Starbucks?

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