
Photo via starbucks.com
Coffee connoisseurship has almost certainly gone mainstream, and the latest indication is the release of Starbuck’s “Coffee Passport” app to the general public. The app allows users to collect digital stickers in their coffee passport each time they try a new coffee (or a single-origin coffee from a new country), while recording tasting-notes and comments about the experience. The app also includes plenty of study materials to shrink the gap between coffee shop guest and trained barista, including a glossary, primer on cuppings, and tips on various brew methods.
Starbucks baristas have had a paper version of this idea since the mid 90s, and the app was pre-released to Starbucks staff a month ago. The idea of ‘collecting’ rare beverages on your phone pokemon-style has precedent with apps like Untappd (for craft beer) and Delectable (for wine). In general, these apps encourage users to expand their selection and provide an incentive to go for the “new” over the “tried-and-true.” This could ultimately hurt Starbucks, who have had a hard time breaking in to the niche coffee market, although they’ve indicated a plan to focus even more on rare, high end coffee in the future.
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The New York Lottery has been running subway ads recently which feature allegedly true stories of egregious displays of wealth – thousands of dollars spent on dead bats or caviar that never gets eaten, for example – with the tagline “You’d make a much better rich person.” The idea is a catchy one, and it’s easy to find examples of people who will pay a little (or a lot) more to get the most luxe versions of everyday items, and businesses willing to provide them. The latest example is Williamsburg’s Manila Social Club, where you can now buy a $100 donut coated in 24-karat gold and Cristal champagne icing.

After a December Health Inspection that earned the fried chicken chain a damning C grade, the midtown Manhattan Chick-Fil-A has closed for five days in order to make improvements to operations and hopefully earn a higher grade on re-inspection. “Grade Pending” currently hangs in their window until the update is complete.