The Robot Brewed It. But Did It Mean It?
(I am writing "Boston Days" as a series of articles for quick reference for myself and other retail pilgrims. This article covers what a frappe in downtown Boston and a robotic kiosk at Logan Airport taught me about the one thing no machine has yet learned to deliver — the soul behind a brand.)
A coffee chain that is struggling to get back at its feet. And a coffee making robot. Stark tale of 2 coffee offerings.
At downtown Boston, I paid my retail pilgrimage to the SBUX outlet at Assembly Row. Barista Ms. Anita was empathetic to my ask — any food item without eggs. And no, they don't have any.
She went on to prepare a wonderful frappe for me. Great drink for the soul, some rest for my feet before I continued my retail walk.
Assembly Row in Somerville is one of Boston's most compelling mixed-use destinations — open, walkable, anchored by brands that belong. Starbucks fits in naturally.
Founded in Seattle in 1971, Starbucks today operates over 36,000 stores across 80 countries.
Yet the chain has endured a turbulent few years — leadership churn, flat same-store sales, and a high-profile CEO transition that brought in Brian Niccol from Chipotle in 2024 to engineer a turnaround.
The comeback story is still being written.
What Ms. Anita delivered, though, was the Starbucks I recognise — warm, personal, unhurried. She read the customer, filled the gap, made it count.
Cut to Boston Airport on my return leg to India.
At Terminal E of Logan International, tucked past the departure boards and the duty-free frenzy, stood Mt. Comfort Coffee — a beautifully branded, self-contained automated pod, adorned with hand-drawn wilderness illustrations and a glowing LED outline, a robotic arm working silently at its centre.
Order placed on a touchscreen. Coffee delivered by the arm. No human in sight.
I stood and watched. Hardly anyone else stopped to do the same.
A few gates away, George Howell Coffee held its ground — a well-regarded Boston craft brand, known for sourcing discipline and specialty blends, with a proper counter and a considered menu. History, provenance, and craft in one place. Few takers, still.
No Starbucks at Terminal E. Two alternatives — one human-less, one storied — and neither drawing queues.
I found myself sitting with a question I could not answer:
If a robot can brew a technically excellent cup of coffee — does the experience, let alone the beverage, still stay true to the brand promise?
Ms. Anita made a great frappe.
The robot, I am told, makes a great cold brew.
But only one of them asked how my day was going.
Boston was teaching me. Again.
(I am writing "Boston Days" as a series of articles for quick reference for myself and other retail pilgrims.)
Read Part 1, Part 2, Part 3, Part 4, Part 5, Part 6, Part 7, Part 8, Part 9, Part 10, Part 11, Part 12, Part 13 and Part 14 here.
