So I’ve been tracking a little company called Clover, based up in Seattle, that was working hard to re-think what good drip coffee could and should be. From their point of view, the industry was focusing too much on espresso-based drinks and not enough on the classic cup of black magic.

What was their hook? They took the french press brewing process (seen by many coffee snobs as a superior brewing process to the classic, drip coffee makers) and built a machine to replicate it on a larger scale. Coffee drinkers benefited from this ‘artisinal,’ small batch approach to coffee making while independent coffee shops benefited from a new, premium priced, retail theater experience for their customers. This was going to be their way to compete against the green apron army.

http://www.intelligentsiacoffee.com/about/press/01-23-2008

http://blog.richardsprague.com/2007/11/clover-coffee.html

Then something very interesting happened this week.

http://www.starbucks.com/aboutus/pressdesc.asp?id=850

While Starbucks has been focused on growing their business with breakfast, music and Mitch Albom, McDonald’s, Dunkin’ Donuts and the rest have been climbing directly inside their sandbox. We can assume that the move to purchase Clover is a solid indication that Starbucks realizes it needs to focus on the core of its brand – making really good coffee.

Oh, I almost forgot to mention – drip coffee perfection has its price. Clover takes about 4 minutes per cup.

Be sure to pick up The Five People you Meet in Heaven as you wait in line…