Boston Days — Part 15

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.

100 Days of Employment

It’s ironical that I am writing this article on my 100 days of Employment from home. So be it. Out of the 100 days, 25 have been Work from Home, a first of it’s kind in my 2 decades of being employed. The first day of my job and almost everyday thereafter have been on the shop floor, meeting, interacting and solving consumer challenges – from helping them to choose the right merchandise to closing a sale, somehow. But the last 25 days have been very different, thanks to Covid-19 Crisis and the ensuing lockdown. More on that later.

 

Mid-December 2019, I was lounging with my classmate who had come to India for a vacation. We were at Westminister, Crowne Plaza (though we still call it as Park Sheraton) which is our favourite hangout for the past 20 of the 24 years we have known each other since studying UG together. The Waiter who used to serve us way back then is now the F&B Manager of the Hotel, something that makes us feel happy that everyone around us has been growing. I received a call from an unknown number and the caller identified himself as an HR Consultant and spoke briefly about a Coffee brand. In the next 24 hours, my tickets were booked to Bangalore for a face-to face Interview with the Management and in the next 7 days, an Offer Letter was sent while I was on vacation at Jim Corbett National Park for Christmas holidays. Things moved very fast, to my own surprise but that’s how God’s grace has always been. He surprises us without even us realizing what He is up to. I joined the company on 3 Jan., on my Father's Birthday!

 

I completed 100 days recently at Levista Coffee as Vice President managing Sales, Marketing, Supply Chain, Logistics and everything in between. It has been a very short tenure yet, but a very fulfilling one. Be it setting up a Corporate Office from scratch (Furniture, Interiors, what not), to plan a detailed Business Plan for the next 24 months as I lead the company to greener pastures with a vision to accomplish 5% Market share of the Rs. 2,200 Crore Instant Coffee Market annually in India of which 80% is held between HUL and Nestle, who’s majority of business comes from Southern India. I have been fortunate to interact with executives and experts from the Indian Media Industry – small, big, large as well as meeting staff members along with prospective new recruits to join and grow the Sales & Marketing team meaningfully. Have also met and interacted with some very bright minds from the Indian Retail ecosystem who have been very supportive to a baby brand that we are, which is only 27 months young now.

 

After 100 days of this tenure, everything seems surreal. I was an Accidental Entrepreneur, thanks to a turn of events in the family way back in 2014. I was not prepared for running Retail Businesses or E-Commerce although Consulting was always on the cards. While all my entrepreneurial escapades went bust including a few Crores of personal savings between my wife and me, what has remained are memories and learnings. Something which I will cherish all my life and of course, am putting them to good use every day. Working for a retail company is very different than running one, for it’s easier to get paid than to pay employees. My hyperlocal ecommerce venture, which is incidentally the most utilized today during the N-Covid Crisis, where we delivered FMCG from nearby Retailers to Consumers was way ahead of time, perhaps. I received messages from a few friends over the last few days and even potential Investors who appreciated my forethought but was difficult to execute it then, due to lack of funds then.

 

Miles2Go Advisory Services, my Consulting firm worked with at least 50 Entrepreneurs on business ranging from Jewellery to Organic Bio-Manure, Agri-products to Idli-Sambar serving restaurant chains. Airports, Railways, Travel Retail Concepts were some of the areas where I worked in various consulting roles. This rich experience and exposure for over 60 months has helped me immensely as I wade my way through this complex maze of Retailing, yet again wearing a new hat (and new clothes!). I am learning every day; with a clean slate every morning – that I do not know anything about Retailing or the Retail Industry and that I get one more day to (unlearn) and learn from scratch.

I have Miles to Go. I have just begun.

My Retail Journey with the Coffee King

I have sang praises for the coffee consistency across India. I have shared so many anecdotes about my most favourite Indian Retail brand. I have done case studies on what went well and what didn’t for my previous company. And I have also occasionally complained about a few things I haven’t liked, much to the chagrin of my former and present colleagues. But I never thought I would have to write such an obituary for my former boss, retail czar, coffee king of India and the most unassuming Late Shri. VG Sidhartha.  

My first premium coffee was at Barista, KNK Road in Chennai in the late 90s. But I preferred CCD over Barista for two reasons – there were more youngsters at CCD; it was easy on the purse (I hadn’t graduated to a wallet those days!). When we finished our MBA and received Certificates at the Convocation event, we celebrated the day at CCD Ispahani Center, Chennai. A few years later, I took a Shatabdi to attend an interview at Bangalore for the role of an Area Manager at Café Coffee Day but I was rejected for the role since at the time, the hiring manager preferred someone who could also taste the food to ensure they were in fit form to serve customers, which I declined being a pure Vegetarian in my food habits. In 2006, I happened to meet Mr. Sidhartha for the first time. CCD was chosen as the preferred café for the upcoming Bangalore International Airport in a tightly fought Tender process. As Manager – Commercial Contracts, I was solely responsible for designing, conceptualising, leasing and managing the retail areas at India’s first private Airport and was delighted to meet the Chairman of Coffee Day Enterprises who came to sign the contracts. He was taller than me and a taller personality with his trademark smile. 

Over the course of years, I happened to be on the other side when I joined CCD as General Manager – Business Development (Key Accounts) in Nov. 2009. My team and I were responsible for identifying and later setting up over 140 cafes pan-India at Airports, Retail formats, Cinema Theatres, Colleges, Hospitals, Metro Rail Stations, Railway Stations and even IPL Stadia. In this period, I would get to meet him at least twice a month or more when my team and I would present the potential locations on a giant screen at the 10^th floor Conference Room of Coffee Day Square at Vittal Mallya Road. He was a very affable man, loved by everyone. When I visited his hometown Chikmagalur where the group runs a finishing institute where the children of coffee farmers of the region study basic skills of hospitality and coffee making, I have seen first-hand the gratitude, love and praise these kids and their families have showered on him. Many of them stepped out of their district for the first time only to work at a CCD across India. He took care of his people very well. Many of these staff members went on to join other popular Retail chains over time. 

Chairman, as we would address him was a stickler to time. Most meetings would start and finish on time. I would be asked by my Director to come to the Tenth floor at a stipulated time to make my Presentation but I would arrive 10 minutes before for a very selfish reason. His floor would have HBR Magazines which were very pricey those days to buy and read. So, I would make the most of my time to come up and wait and in that pretext pick up reading a few interesting articles. Would never forget those days of my life where I travelled across India, three days a week, over 40 weeks a year for two years non-stop. Today, I am known in the Retail Industry with two backgrounds – Bangalore Airport and CCD despite having worked at 5 iconic Retail Companies over the past two decades.

I owe whatever little name, fame and success I have achieved to CCD which gave me a global pedestal to learn and make a good name for myself. About 3 years back, I wrote to him seeking a small round of funding for my start-up. As expected, he replied quite soon however in the negative stating that his fund invested in maturing ventures and not really in start-ups. During one of our meetings, he quipped “This is your second coffee in 1.5 hours” and I replied “Sir, I drink 6-7 cups of coffee a day” to which he replied, “Boss, don’t consume so much coffee, it’s not good for health”. Who would expect a coffee czar to say this? But he did. Because he really cared for people. Pray for his soul to attain Mukthi and reach the foot of the Lord who created this world. Om Shanthi.

Pic taken at CCD Dharamshala (2010)  - boys were from Chikmagalur