Friday, February 01, 2008

Starbucks has expended too much the Starbucks experience

Howard Schultz, the Starbucks' chairman and founder, will return as CEO of the company. Indeed, a lot of things was going wrong in his company. Especially Starbucks was developing new product ranges at a fast pace, which was not relevant to the famous "starbucks experience", based on drinking coffee.

Indeed, my girlfriend is working at Starbucks, and you can see that some of the products they were selling was far from the core values of Starbucks. Starbucks were selling for example games and books, which did have nothing related to coffee.

The worst example is of course Starbucks partnership with Itunes, allowing the Apple users (with their Iphone or Ipod) to have access to Itunes inside the Starbucks store to purchase music.

Hopefully Starbucks will be able to refocus soon.

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