Sunday, July 26, 2009

Starbucks: Trying to Revive Authenticity

Starbucks tries to go back to its roots and emulate the independent coffee house product/service offering with its new shop in Seattle - 15th Avenue Coffee and Tea, Inspired by Starbucks. It will be interesting to see what Starbucks learns from this experiment. To me, the real success of this concept is not whether this particular store format succeeds, but whether the rest of the Starbucks chain can benefit from the learning and experimentation taking place here.

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