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.