LyrArc Article Gist
Is a cup of coffee at inflated prices a completely discretionary expense especially when a Dunkin Donuts or a McDonalds can get you on that is reasonably close for flavor and quality? And how much is the Italian cafe like atmosphere worth in a economic dowtturn? Starbucks is closing 600 stores this year and laying off 12,000 full time or oart time retail employees. But it has 172,000 employees as of 2007 and 11,000 stores, of this an astounding 70% have opened since the fall of 2005 showing how big an expansion happened in the closing days of the boom economy just when Starbucks was losing its grip on customers and Dunkin Donuts and McDonalds were moving upscale into its territory at lower prices.

LyrArc Article Gist
Just the idea that Starbucks was planning to open 1600 stores this year tells you that something was going to give at this breakneck rate of expansion. There's just no way training of employees let alone finding enthusiastic employees interested in giving first time and repeat customers a real warm friendly and exciting experience of the Italian expresso cafes that Schultz visited in the eighties, the sense of community and place to gather setting and the atmosphere. This is an awfully difficult thing to replicate. Starbucks has over 10,000 locations in the USA and at that point existing stores could take sales from other Starbucks stores and the experience deteriorate in some Starbucks to the point that Dunkin Donuts became a competitor of Starbucks suggesting that Starbucks was quickly losing its upscale appeal and cache, the special effect of its logo and its brand name. See the link to this article on McDonalds expansion into Starbucks type coffee and baristas concept. This may be the biggest dilution of a brand name in a long time. Reading his autobiography one senses a passion that brought a Brooklyn kid counting himself fortunate to get a college education, a kid who quickly grasped the opportunity in the way Italians drank their cafesitas and coffee in community setting cafes, and at the same time the feeling that could this New Yorker somehow Americanize or massmarket this concept to the point of making it like fastfood, or so afficionados passionate about coffee appeared to fear in his early encounters with them. Well now its happened, and Starbucks is being talked about in relation to McDonalds and Dunkin Donuts. Schultz makes an honest assessment though in saying that he was part of the team that made the decisions and let this happen, and let the bureaucracy that he is now trying to cut grow around him, and made the decisions that cheapened the Starbucks experience over time like drive throughs and so on. The Howard Schultz story of a Brooklyn American kid making good is reminiscent of the story of Dhirubhai Ambani, of a Saurashtan Indian making good in the polyester manufacturing business but making errors in the breakneck expansion....

LyrArc Article Gist
How Starbucks changed from a customer oriented experience like the ones at expresso bars in Italy, to add sandwiches, lunches and drive through. And in the process diluted its customer oriented experience (conversation, place to meet European cafe style) and the experience of real coffee, upto the point that its main competitor became Dunkin Donuts in many places. Consumer Reports rates McDonalds drip coffee better than Starbucks. Baristas at Starbucks lament the loss of the atmosphere of the early Starbucks as sandwiches and other items are pushed in a fast food type environment. One could have seen this coming as Schultz was a Brooklyn kid who seemed to struggle with his fascination for the Italian expresso bars he saw in Italy, and his New York and American ways of popularizing this experience by building hundreds of locations and expanding quickly. In the process Starbucks became a different place and a different company without quite realizing it. The Brooklyn kid in Schultz won over the other side that remained intrigued by his experience in Italy. This is described in his autobiography, "Pour Your Heart Into It," somewhere the magic disappeared. This is amazing that a place can change and competition can creep in on you when you kind of lose your identity, and forget where you started, the dream and vision. See the separate article where Schultz has taken charge of Starbucks operations and let go of the CEO....