Is Starbucks discontinuing verismo?

Starbucks is discontinuing verismo, their experimental roast coffee program. While no official announcement has been made, the program’s website has been removed, and employees have been told not to talk about it.

It’s possible that the discontinuation of verismo is just a seasonal change, but it’s also possible that Starbucks is moving away from the concept entirely. There were only a handful of verismo locations, and they were all in high-traffic areas.

If Starbucks is discontinuing the concept, that’s probably a good thing.

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