Diedrich’s customers buck new owners

Costa Mesa residents Marek and Joel Kazibwami were not happy when they learned that their favorite coffee house, Diedrich Coffee on West Baker Street, will be replaced by a Starbucks store next year.

The two men learned Friday that Diedrich Coffee sold its 47 stores to Starbucks for $13.5 million.

According to a written statement from the Irvine-based company, the sale of the stores was made so Diedrich executives can focus on the wholesale coffee bean business.

“I think it’s tragic that a large company like Starbucks is buying out their competition,” said Marek Kazibwami, who has patronized Diedrich Coffee for six years. “I think it’s an example of a large company swallowing a weaker company and monopolizing the coffee industry.”

There are three Diedrich stores in Costa Mesa and one in Newport Beach. All those stores will be replaced by Starbucks stores early next year.

Two franchise stores inside two car dealerships in Santa Ana and Norwalk are not included in the sale, said Lauren Sobut, spokeswoman for Diedrich Coffee.

Most of the stores are in California, except three in Texas and three in Colorado.

Melissa Clifford, assistant manager at the Diedrich café on Jamboree Road in Newport Beach, said since the news of the sale was released Thursday her customers have been coming into her store expressing disappointment.

“We have very loyal customers and there were customers that were very upset,” said Clifford, who has been with the company for a year. “Some of them asked for the corporate phone number to call and complain.”

Clifford said all non-management employees were offered lateral positions with Starbucks. The managers will be laid off, she said.

“We are being offered severance packages and we are told that we can interview with Starbucks,” Clifford said.

Regarding the upcoming change, Clifford said: “I’m personally excited about this. Starbucks is a great company and I’ve heard their employees are treated well.”

Customer Joel Kazibwami said he does not like the taste of Starbucks coffee.

“I definitely don’t like it. I’m not a Starbucks fan. They over-roast their coffee,” Kazibwami said. “Now I’m going to be forced to get it [Diedrich’s coffee beans] online.