I don’t go to Starbucks every day, but I am certain that I never heard anyone order a “flat white” until about three months ago, and now with huge “Flat White” signs prominently displayed in every cafe I have gone into lately, I hear it at least 50% of the time i go in for my breakfast sandwich.
What is a flat white? Well in their words:
A product of simplicity, crafted into artistry, our baristas know that balance is key to the perfect Flat White. An extra ristretto shot ensures that it’s bolder than a latte, yet steamed milk keeps it smoother than a cappuccino. But perfection doesn’t end there—the technique for steaming and pouring the milk requires close attention as well. Steamed milk is folded into itself creating a velvety microfoam that gives the Flat White its silky texture and signature white dot.
I have a theory about why they did this and why it appears to be a runaway success. While some places will advertise things when they have a surplus of something or when something is about to go bad (the real reason there is a blue plate special – sorry if I burst your bubble there). It’s obviously not because they have a surplus of ristretto shots. I believe it’s because most people are afraid to order complex drinks at Starbucks, and even more afraid to hold up the line and ask questions – like what on earth is a ristretto shot, or for that matter microfoam? Arming customers with a simple label – the flat white, allows them to sound smart, while venturing away from the one drink they have memorized so they can sound smart (soy vanilla latte drinkers, you know who you are) but really don’t know how to order anything else. I am guilty of this – I typically order drip coffee because I am in a hurry and I don’t know much about espresso drinks.
My prediction is that Starbucks will continue to educate customers by offering drink names that are easy to use and remember, like flat white, so that people will try new things and get better educated about their choices. I could be wrong, but that would be my guess, and whether it was an accident, or really smart, a win is a win. Just ask the New England Patriots.
That’s what I think.
“Flat Whites” first appeared, apparently, as early as 1984, and grew into a strong underground trend. I started seeing references to them long before I noticed them at Starbucks, which has only been in the last year or two. Your assessment of the benefits for Starbucks may be correct, but my guess is that the impetus behind the launch was probably driven more by a fear of missing out than anything else. http://www.telegraph.co.uk/news/worldnews/australiaandthepacific/australia/11895654/Who-invented-the-flat-white-Row-breaks-out-between-Australian-and-New-Zealand-cafe-owners.html