Frater Gives US and Canada a Coffee Break

SEATTLE,WA - This week, Starbucks will raise its coffee cup in honor of the daily grind by offering customers a break - a coffee break. On Thursday, March 15, 2007, from 10 a.m. to noon, complimentary, tall (12-ounce) cups of brewed coffee will be served in participating Starbucks stores across the U.S. and Canada.

Frater Howard Schultz, the co-Founder, Chairman and Chief Global Strategist for Starbucks, attended college on a football scholarship at Northern Michigan University, where he was initiated into the Theta-Iota Chapter in 1974. He became the first of his family to graduate from college.

"The Starbucks Coffee Break is about more than just enjoying a great cup of coffee," said Brady Brewer, director of Marketing, Starbucks Coffee Company. "In today's hectic, overscheduled world, it's a reminder to take a break from your day to catch up with a friend or colleague. People connect with each other every day at our coffee houses and our Coffee Break is just one more opportunity for them and others to do so."

The Starbucks Coffee Break is coming at just the right time, according to a recent survey conducted by StrategyOne. America's morning coffee ritual is usually due for a "second cup" before noon as more than half (55 percent) say they need a coffee break before lunch. The reason? Half of survey respondents (50 percent) cite the need to "revitalize and refresh."

"Starbucks can think of no better way to 'refresh and revitalize' than by indulging customers with the high quality and unique taste profile of our freshly brewed coffee served during The Break," added Brewer.

Americans surveyed also are quick to recognize the people who really deserve a coffee break - but can't find the time to get away. While teachers and stay-at-home parents tied for the title of most worthy of a coffee break (19 percent each), several other professions topped the list, including police officers (16 percent), nurses (15 percent), fire fighters (10 percent), and airline pilots (10 percent).

Where is My Starbucks? The New Starbucks Mobile Store Locator Knows Finding your local Starbucks has never been easier with the launch of Starbucks Mobile Locator services on March 1, 2007. Travelers far from home can simply send a text message with the local ZIP code to "697289" (MYSBUX) and receive up to three locations for Starbucks stores in their vicinity. You can also opt to receive a reminder for the Starbucks Coffee Break by sending the word "BREAK" to "697289" (MYSBUX). For a more robust experience, just type www.starbucks.com into your web-enabled phone and search by city, state or a street address using a simple store locator specially formatted for the small screen of a mobile phone. Standard text messaging rates apply. Available on participating carriers.

Beyond the Break: Making the Perfect Cup of Coffee at Home

In addition to the Starbucks Coffee Break, throughout March (in select stores across the U.S. and Canada) customers can become an expert in brewing coffee at home with the help of a Starbucks Coffee Master. Donned in black aprons, Coffee Masters will lead in-store seminars on the key fundamentals of brewing - proportion, grind, water and freshness. Baristas will also "spill the beans" on selecting coffees that please palates and pair well with favorite foods.

Adapted from Starbucks Communications Press Release. If you would like to see your chapter news here, contact Communications Coordinator Tom McAninch.