It’s Called a Beignet
Répetez avec moi — BEN-YAY.
– your high school French teacher
Starbucks has an economic self-rescue agenda in play.
Earlier this year, they tried a gourmet breakfast sandwich, which turned out to be a stinker, literally. It seems customers didn’t like the smell of cooked eggs while they waited to pick up their morning lattes. The sandwich is unceremoniously being pulled from stores as we speak.
Then came a return to grinding their beans in the store, an olfactory apology. Nice move.
Then, this week, a product strategist was quoted saying, “What goes better with coffee than a gourmet doughnut?”
They’re called beignets, people, if you want $2 a piece for them [and you do] and if you want to sell a lot of them [which I'm assuming is the whole point].
And here’s the touted descriptor for those gourmet doughnuts: “hand-forged.”
People! Get thee to a dictionary. Your crowd is educated. They’re going to get a heavy-metal connotation, an unfortunate leaden image that you really don’t want associated with your doughnut/beignet/thingy.
I’m going to say it: wake up and smell it.
