One of the reasons that Starbuck’s does well is that it changes its business as often as a chameleon changes colors. On the surface, it is a simple coffee stand with overpriced beverages. But, it has stocks its shelves with everything from music to food.
Now, in China, where drinking coffee for breakfast is not a big dea, the company is trying to educate consumers on the pleasures of breakfast. But, if that either doesn’t work or is slow to evolve, Starbuck’s is boosting is offering to make its stores more attractive for lunch and dinner. And, its stores in China tend to be larger because more customers stay for a portion of the day to work and meet friends.
A morphing coffee retailer. Maybe they can get to 40,000 stores worldwide after all.
Douglas A. McIntyre can be reached at [email protected]. He does not own securities in companies that he writes about.
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