Rather than licking its wounds from those that criticize its love of jargon, Starbucks has embraced the call-out.
However, Starbucks has responded to the dig in true Starbucks-jargon fashion.
Simon Redfern, an executive from Starbucks’ European branch, submitted a letter to the editor to the Financial Times on Kellaway’s column.
“The challenge is — we just don’t see the issue,” Redfern wrote. “Ms Kellaway says ‘tomato’ and we say ‘sun-dried optimised natural product driving positive consumer sentiment if served on organic rye.’ Ms Kellaway says ‘potato’ and we say ‘waxy-skinned tuber with a satisfying mouthfeel when fried or boiled.’ Surely there is no difference.”
While noting that the coffee company referred to its Starbucks Roasteries as “delivering an immersive, ultra-premium, coffee-forward experience,” Kellaway commented, “In this ultra-premium, jargon-forward twaddle, the only acceptable word is ‘an.'”