Why is Starbucks doing this? (And why should I care?)

Sign outside Starbucks store, Renfrew Street, Vancouver, BC

Sign outside Renfrew SkyTrain station, Vancouver, BC

Sign outside Renfrew SkyTrain station, Vancouver, BC (Detail)

La Boulange is a French-style cafe and bakery from San Francisco. Founded in 1996, La Boulange sells a wonderful range for baked goods, snacks, meals, and beverages. The pastries from La Boulange were introduced at Starbucks locations in Vancouver on March 3rd.

Looking at the La Boulange website I see a wonderful space will filled with fabulous looking food and authentic atmosphere. Everything that Starbucks wishes that it was.

According to the Starbucks staff that I spoke to, the La Boulange baked goods will be shipped frozen from San Francisco and then heated up on site. Is that what Starbucks customers really want? Some tired frozen pastry that has been trucked thousands of kilometres? Was there not a local bakery that could actually provide fresh pastries?

It is just so sad. When you have the choice of hundreds of real cafes that offer better coffee and fresh baked goods why would you subject yourself to Starbucks?