April 8, 2008, Pike Place Roast was launched into the Starbucks coffee lineup. The coffee masters at the headquarters wanted to develop an “Everyday Brew” to be served all day, everyday in stores. Starbucks Coffee Masters know that flavor is a geography: A motto that used to hang on the whole bean menu signboard in the 1990s era of Starbucks. But for customers who didn’t understand how growing regions and processing methods can change the coffee flavor, the ever-rotating flavor profiles in stores confused them. It was an unsettling surprise to one week drink a bold, caramelly coffee, and then next week drink a coffee that was lighter in flavor with lemony or fruity flavor profile notes.