ZEENAT MOORAD: Believing in the hype
When Starbucks launched in SA, Taste boss Carlo Gonzaga faced a gust of questions. Some, from twitchy investors, perhaps went along the lines of when (oh, when) they might get a meaningful return
When Starbucks launched in SA, Taste boss Carlo Gonzaga faced a gust of questions. Some, from twitchy investors, perhaps went along the lines of when (oh, when) they might get a meaningful return. There was the proprietary vanilla inquisition from news hounds: how many more stores would be opened, where would they be and lastly, was the coffee market in SA saturated? Snort.And there was one question, impassioned and ceaseless: come September, would the Pumpkin Spice Latte be launched?For the uninitiated, some Starbucks 101. The Pumpkin Spice Latte is a seasonal drink sold during fall (autumn to you and me, dear reader). It is made with steamed milk, espresso and what one calls "warm" spices like cinnamon, ginger, nutmeg, and cloves.Cue bearded coffee snobs and baristas recoiling in horror as they clutch their artisanal flat whites made with micro-textured milk.The Pumpkin Spice Latte is finished with whipped cream and pumpkin pie spice — which can best be described as the love child...
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