Today (1-14-2011) was my first experience with new “5 levels” of Seattle’s Best Coffee. For those reading this and are unsure what I mean by the “coffee levels,” allow me to explain: Seattle’s Best previously sold a variety of coffee including an Organic French Roast, Twilight Blend, a well-known “Henry’s Blend” (a full-bodied coffee), Breakfast Blend, and some flavored coffee options. That is not a complete list of all their previous coffees but it demonstrates that there was a variety of offerings. November last year, Seattle’s Best (which is owned and operated by Starbucks) announced revamped coffee offerings in favor of a numbered system of coffee. Now a customer, hypothetically, walks into a Seattle’s Best and says, “I’m a Level 3 coffee!”. There are five coffee levels. “Level 3” is available in decaf. “Level 4” has an alternate Fair Trade version available. Seattle’s Best still offers two flavored coffees: Cinnamon and Hazelnut.
Back to my visit today to Seattle’s Best Coffee: I was on my way into work, and at 7 a.m. dropped by the Seattle’s Best Coffee on the corner of 4th and Pike. The store had a steady stream of customers coming and going. I picked this store mostly because it is on the way to work, and in order to have enough time to stay and visit a bit, I arrived early morning.
I walked up to the register and saw that “Level 2” coffee was ready. Sadly, in person I have number of moments of tripping over sentences, and even moreso when I am sleepy. I’m not sure what I said but I ordered two 12 ounce cups of coffee. The register partner literally poured me two Level 2 coffees. After more conversation, I correctly ended up with one coffee and ordered a turkey sausage breakfast sandwich. By the way, I’m very sure the confusion was on my end.
I began looking around, taking some photos, and met up with the store manager (Diane) who came out of the backroom. I inquired which coffee might be closest to the old, classic, Henry’s Blend. She suggested Level 4 coffee. She was incredibly friendly, and asked me if I wanted to try it. Before I knew it, she was zipping away at a Melitta pour over of Level 4 coffee. I did ironically end up with two cups of coffee at once. 😉 I tried Level 2 and Level 4.
The Level 2 coffee was very nutty in flavor but a little thin in mouthfeel. It was good, and no doubt a fine way to start my morning. The Level 4 coffee was delicious. Noticeably bolder than Level 2, it was complex, flavorful, with hints dark cocoa and herbs. Diane told me that she’s had many customers switching to Level 4 coffee, if previously they were hooked on Henry’s Blend. Since I haven’t tried all 5 levels yet I don’t think I can proclaim that I have a favorite yet, but I definitely liked the Level 4 coffee. The last time I wrote about Seattle’s Best was in July 2010, and at that time I was featuring that they had a large number of organic coffee choices.
As a complete non sequitur, I thoroughly enjoyed the music at SBC better than at Starbucks. I heard Oasis’s Don’t Look Back in Anger right when I walked in, and while visiting Snow Patrol’s song Chocolate came on too. I also appreciated that the music wasn’t too loud.
The positive things to say: This Seattle’s Best cafe was friendly and enjoyable. The breakfast sandwhich was delicious. I appreciated the store manager’s extra effort to make sure I got a chance to try the Level 4 coffee. I also think the Level Coffee system is a fun way to introduce someone to fine coffee, and there are some good options. Customers who already are familiar with Starbucks’ Pike Place Roast might find themselves drawn to the Level 1 or 2 coffee, I would assume.
By the way, we Starbucks customers are fans of blends. One could take some of the coffees that Starbucks offers and easily renumber them. It doesn’t scare me away from a coffee roaster when there are a lot of blends. I’m still a fan of Verona, Italian Roast, and I do drink French Roast now and then too. I love the Starbucks seasonal offerings like Christmas Blend, and Anniversary Blend.
The things that leave me puzzled: It seems like having 5 levels of coffee isn’t quite enough variety. I assume that most people, once they know even a little bit about coffee, will want to try a single origin coffee offering, such as Sumatra, or Shade Grown Mexico. The Seattle’s Best Henry’s Blend was famous. I’m a little sad to see it gone. I can easily adopt to “Level 4” coffee but I am sure there are some hard core SBC fans who are still coping with the loss of their favorite blend.
I realize that most people reading this blog will not have the opportunity to try a company-operated Seattle’s Best Cafe. Seattle has several of them, but they are not as nearly wide-spread as Starbucks. You can find the five Levels of coffee at your local grocery store, and also I believe they are found at Border’s Books.
If you want to follow Seattle’s Best on twitter, here is their profile. Seattle’s Best also has a You Tube profile, and they’ve launched a few cute ads too. Which ad do you like?
This thread is open to any conversation about SBC. Have you tried the “Levels” coffee? Have you been to an SBC cafe? Anything SBC related…
47 Comments
Leave a Reply
You must be logged in to post a comment.
Socialize
Melody what a great post! Yes, you are so correct there are no SBC cafes around here but I so like the concept and the store looks great. Can any of these ideas stream into a SB location? And I so enjoyed reading about the store manager. Thanks for the trip to this SBC location.
I like the idea of ‘levels’ especially for the non-educated coffee consumer– it’s so much easier to remember 1, 2, 3, 4, 5… Wonder if the levels will ever come to Starbucks?
The free-standing SBCs in Chicago were converted to Starbucks a long time ago. I fondly remember one SBC near Loyola law school that I would visit when I worked at the school. I only now see SBCs in Borders around here – and sadly, that book store is starting to close up.
I did experience the “levels” and new packaging at a retailer recently. While I love the concept and thought I liked the packaging, I must admit that it did not stand up to its potential when dispersed along competing brands in the coffee aisle. The packaging (thin print of the number and small logo) did not stand out – it was easily lost by bolder packaging including Starbucks, Fusions and a fancily packaged Folger’s.
I think the 5 levels is a great way to open up the access to coffee. Seattle’s Best is a different market than Starbucks, aiming at mostly a different demographic. If we had Seattle’s Best Cafe’s here, it’d be Tim Horton’s Customers, I’m sure. (They’d be in for a treat, Timmy’s is terrible!)
I feel like it allows someone who knows they like a strong coffee to order one easily and someone who doesn’t order something light and mild. I think 5 choices is an ideal number; the typical SBC customer doesn’t really want more options, otherwise they’d be a Starbucks customer! 🙂
As for the music, I’m curious if they were playing their own as an override to the store music? I’ve had people tell stories of hearing Fall Out Boy playing at Starbucks; needless to say that was someone’s iPod, not the store system. I wish, wish, wish, we had better music. It’s brutal listening to Josh Groban 9 times a day, or Sarah McLachlan. 🙁
Segregating coffee into “levels” to me implies some kind of horizontal layering or ranking. Is the intent that some levels are somehow better (or stronger, or bolder, or ??) than others? There are no SBCs around here so I can’s check for myself. Thanks!
Having the coffees listed by number seems rather impersonal to me.
It also appears that they only one espresso machine and Verismo at that?
So they only have Levels of coffee but no single-origin coffees?
@BostonStarbucksRebel – You noticed something that I was going to mention but my blog post was getting too long – They use a Verismo type machine. Funny but I’m nearly sure that the really really old Seattle’s Best Coffee (been there soooo long) right inside Pike Place Market, (actually on the corner of Post Alley and Pike Street) still uses an old La Marzocco. Good eye my friend! After I wrote this whole thing, I had the thought that I need to do a follow up post on the Post Alley location, which is sort of the sacred SBC store.
In December I talked about new SBC store design, with a “diner” look, and they opened the first one of those in the area near Toronto. I know that one is coming to Seattle (I do know which one but mum’s the word) and I need a follow up blog post on new SBC store design too.
I did some googling and tried to figure out if there was a fan blog out there for SBC in the way that this blog promotes Starbucks, but I had some trouble finding an SBC blog. Now would be such a great time for someone to start one: So many exciting things ahead. It would be like if I had had this blog in the 1990s!
One more thing: Yep I have a hard time wrapping my head around the idea of NO single origin beans. I can get into blends, and can easily adopt that “I am a Level 4!” but have a hard time with the concept of a coffee roaster not offering a single coffee that is NOT a blend. Maybe it will work though. Lots of people only like blends.
It seems to me that the solution would be to have a rotating seasonal selection of coffees like the way Starbucks now has Reserve coffee, or the previous Black Apron selections. In the summer, offer a single origin Kenya, and promote it iced. In the winter, time to offer a fine Sumatra. Maybe that’s coming still… You could make it work with even a very small number of “reserve” type offerings. Just one extra something special and 5 Levels, and 2 flavored coffees – That would be a very well-rounded coffee offering.
Interesting post! I personally am more interested in what’s in my cup more than whether it is identified by name or number. Then again – numbers seem a bit cheesy! I personally haven’t walked into a Seattle’s Best in years although I liked the coffee.
@ Melody – I tend to trip over my sentences more and more these day’s, especially early in the morning. I don’t know how old you are, but maybe that’s because I am between a Level 40 and Level 50 in the age department!
Quite an interesting post. I hope the VIP treatment you received is the norm 😉 .
I have not seen any of the new Seattle’s Best “level” coffees in the grocery stores here in Tri-Cities, WA. However there are big selfstanding displays of “old” Seattle’s Best (sorry no Henry’s Blend) with reduced prices and coupons attached to the displays. They must be using this marketing method to get rid of the old stock. I’ll have to take a look at the dates on the bag to see if they outdate soon.
Notice that Seattle’s Best has changed the logo, color scheme, and design of the package. If I was a loyal Seattle’s Best coffee purchaser I would totally miss this new package on first glance, then wonder what is going on (and yes I still have the same opinion of Starbucks new age siren logo).
I want to meet Michelle Gass! 😀
Nob my friend, in Melody’s dream, next to you come to Seattle we’d all sit down and have coffee with Michelle G. and a few other key people from that big building at 2401 Utah Ave. South, Seattle, WA 98134. 🙂
I could say something about Michelle Gass but I won’t. I am glad that she now isn’t necessarily standing in Uncle Howie’s shadow and can run her own company.
im glad you did this post and shared your take on the coffee levels you tried. I picked up level 3 for my moms place and she brews it at a medium setting on our brewer. It definately had a light mouth feel and brewed at full strength i think would be ok for my taste…though i suspect next time i will try a level 4 for myself 🙂 aside from the lightness the flavor was good and balanced *thumbs up*
Melody, At Borders books here in Evanston, IL, they have a “Henry’s” blend. He is also a orange and white stuffed cat. I haven’t tried that blend, though; what is it like? Anyway, I love reading your blog.D’o you know, Melody, where I can get the Aviator Bearista, I think it was from 2006or7. I wish I had gotten it then. It’s only been 4 yrs, and it seems just totally gone. I was in the military 35yrs ago, the Army, not a flyer, though, but the bearista kinda reminded me of Amelia Earhart(my hero). If you happen to see one, please notify me by email.thanks.Peggy
@PeggyJoseph Thanks for saying that. I know the little bearista bear you mean, and other than looking on ebay, I just don’t know how you might find it. I bet your local Borders will run out of Henry’s Blend. Have you tried any of the levels of coffee?
@Peggy Joseph: the Central St Sbux in Evanston was my old stomping grounds (worked at Evanston Hosp) and I still really like that store.
When you talk about 2007, we have talked about that before….seems almost like yesterday and SOOOOO much has changed at Sbux in just that short time….things from ’06 and even ’07 are just amazingly long ago in terms of how much Sbux has changed!
Hope you get your bear….
thanks Mel for this post…like everyone else, we have no freestanding SB in Boston. I probably have had it once or twice in the last year (at Borders). When I think of levels of coffee, my first reaction is “flight of coffee”, how cool. But I’m sure after the first time, I would get kind of annoyed and want to know the description of what’s in it.
I’m very glad you wrote this post melody. I have read it over twice now and I’m not sure what to make of it. I guess I’m happy to see sbc stores, and I understand that they have to be different, but I’m not sure I like it.
The coffee bags, the menu, the food choices, it all seems like it’s Starbucks simplified to me. I can’t say I like that. I really hope it does well, but I hope it doesn’t hurt my beloved Starbucks brand. Only time will tell I guess….
Despite the fact that there are only 5 “levels”, and no single origin beans, the variety in flavor is surprising. Could it be better? Sure. And I remain hopeful that, once the levels thing is established, more seasonal and single origin beans will be ushered in.
As I driving on one of the interstate tollways (I294) here in the Chicago area, I saw a bilboard for SBC. One on my way southbound and another coming back north.
It looked like a bunch of bubbles blowing……all little circles in all bright different colors and then I noticed (how much detail can you see going 60mph?) a little halfcircle of red, that said “Seattle’s Best” (or maybe also ‘coffee’) the wording was TINY on a huge billboard. Looked very circus-like….. not a good ad, imo. Really goofy looking.
Have not been in the Border’s near me to see any more…. yet. Likely tomorrow.
@ denise – I’ve seen the same billboard advertisement, although I’m not sure if I saw it on 294 or elsewhere. None the less, I remember having to really zero in on what the advertisement was for. If I remember correctly, one of the bubbles was the Seattle’s best Icon. I doubt most people would recognize this as an advertisement for Seattle’s Best at a complete standstill, let alone at 60 mph. I don’t care if that icon is 50 Ft. in the air on a billboard sign, or right in your face in an ad or on the internet, the name is not easily recognizable. I think the light gray in the icon doesn’t do it any justice for identifying it for what it is – IMHO!
@Chgo: absolutely. Those are really some wasted space billboards….. the Seattle’s Best was tiny tiny……
BUT! BEAR DOWN!!!! sorry all you Seahawks fans;) and what a game next week could be, Packers, here. I hope it’s pouring snow!
@ denise – Rubbing it in just a little don’t cha think! I bet your not that sorry the Bears won!
I haven’t seen any SBC billboards! I will have to keep my eyes out for them.
Hey Mel…. Wear your glasses. They’re probably right in front of you and you couldn’t even tell!
The colorful packaging, on first glance, makes me think they’re packages of different kinds of tea, or flavored drinks – not coffee.
(And now, due to the non-subliminal suggestion, I’ll be looking at billboards…)
Mel — There’s one in Downtown Seattle within a few blocks of 8th and Olive (I want to say it’s NE of there). I was visiting a friend downtown the other day and saw it from their 12th floor apartment.
And denise, the Bears are getting sent Packing next weekend! (Cheesy pun absolutely intended, har har)
Every time I’ve been to a SBC, its been a great experience. I remember one time they were sampling blueberry muffins. It was delicious! Their pastries LOOK better than the ones at Starbucks, in my opinion.
The number systems seems cool. Would like to try it one day.
Seattle’s best should just get rid of the whole Level system and go back to having their blends like Henry’s blend or their original blend, and flavored coffees.
At least to pimp their new coffee repackaging Seattle’s best is giving out lots of cupons for their coffee and having it on sale at supermarkets.
Is seatles best still 100% Arabica Bean. Why is it not listed on the new package?
@OtisMudd – Hi! Welcome to the blog! Hope you’ll “like” the blog’s facebook page too. I really have to assume that all the beans are still 100% arabica. I haven’t noticed that that’s not on the package, but if it’s not, it must be an oversight. You can ask a question directly of Seattle’s Best through their twitter profile – @SeattlesBest – This might be a good thing to ask them.
Thanks for stopping by StarbucksMelody.com!
~Melody
Hi Otis – Great question. Our beans are 100% Arabica. 🙂
Hi, Melody, Peggy Joseph here. I bought a level 5 SBC French Roast. I think I like the Star$ French roast better. It actually tastes bold. the SBC French roast is, as they say; thin in mouth feel. I think I will stick with Star$ thanks. I never got, no, now that I think of it, I did try Henry’s blend and liked it; long time ago, so I don’t remember how it tastes, sorry.Henry the cat, is really cute. Oh, thanks Denise R. in Evanston. I think on occasion I have been to the starbuck’s on Central. Wanna meet there some time. my cell is 847-477-8070.
I have fallen hard for the Level 3 decaf coffee but I’d like to buy it 5-lb bags, whole bean. Haven’t found it anywhere so please give me a recommedation if possible. Thanks!!
Hi Robin – Glad to hear you like Level 3 Decaf! You can buy a 5 lb. bag of whole bean in our cafes if there is one near you. Check out our coffee locator and let me know if you still have issues finding it: http://www.seattlesbest.com/coffee-locator.aspx
To my admittedly barbarian taste, Henry’s Blend WAS great. Level 4 is completely different and not drinkable. Maybe it’s just me.
Hi Noah! Seems like the coffee level system works for Seattle’s Best. I have a bloc about. SBC now – http://seattlesbestmelody.com. Brand bee, so there isn’t much content on it yet.
Melody – Loved your article! I am one of those hard core Henry’s Blend girls. Who would have thought the shift in this coffee would take up so much of my time! I was devastated when I couldn’t find the beans anywhere and had to settle for ground Level 4 which I’m still not convinced is Henry’s. I know the package said it, but it’s just not the same. And now, I can’t find the Level 4 Henry’s anywhere, it’s just Level 4. I have been drinking Henry’s for the last 22 years. I actually use it to make espresso, as that’s all I drink. I frequent Starbucks more than anywhere else, but my true love of the coffee bean is Henry’s Blend. Why oh why is my Henry’s gone. There is a lot of coffee talk online and find that I am not alone. If there was a way to bring it back I would move heaven and earth, after all – all my adult life – I’ve started out my day with the same man – Henry.
>I can’t find the Level 4 Henry’s anywhere, it’s just Level 4
I agree, it tastes burnt and acrid aftertaste. In addition, it is getting worse and worse since the end of July. As I thought water was bad and changed but still tasted acrid. Guessing SBC might change the quality of coffee. Some another company sold in Seattle and in our state testes different.
When I moved from Seattle and purchased the same coffee as drank in Seattle, it was totally different coffee. In our state people don’t drink coffee so much as in Seattle, therefore some company sell different quality coffee in our area. I tried to drink some more times but all are similarly bad taste. Guessing SBC would do like that. Anyway, SBC made me disappointed.
My husband and I have a home on the Allegheny River in a little area called Henry’s Bend. While shopping for coffee I saw SBC’s Henry’s Blend. It was too funny to not give it a try. I was hooked with the first cup. I must say if it was labeled “Level 4” I doubt that I would have tried it. That being said Level 4 is still our coffee of choice. I thought when they first made the change that both the name and the numeric level were on the label. I wish they would consider that, it would be the best of both worlds.
Just an FYI. Seattle’s Best are available at Target as well; all levels as well as their flavored.
Seattle’s Best, all levels INCLUDING HENRY’s BLEND, is available at Walmart
#4 has been our favorite for at least 2 years. Sometimes we order the Whole Bean 12 Oz size from Amazon because it’s hard to find the beans in the grocery stores. Ground is good too, but prefer to grind our own beans. It’s the only coffee we buy now!
I just recently tried Seattle’s Best coffee down in Texas, dark intense 5, and found it to be deliciously robust. I can’t find it anymore in stores, went online to their website, and apparently they changed to post alley 5. It doesn’t taste as good.
Also, looks like they brought back Henry’s blend.