Speaking of coffee, Starbucks recently reverted to its old policy that requires baristas to grind a batch of coffee beans each time they brew a new pot instead of just once each morning. The idea is to reclaim lost customers by intensifying the smell of the beans when they enter the store. As the chain grew and adopted more efficient techniques that automated the process, the chain’s founder reversed course. He declared that a switch to preground coffee had taken the “romance and theatre" out of a trip to Starbucks: “We achieved fresh-roasted bagged coffee, but at what cost? The loss of aroma-perhaps the most powerful verbal signal we had in our stores.