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.