Originally published Friday, January 11, 2008 at 12:00 AM
Editorial
Thanks a latte
Eight years and 11,500 stores since he stepped down as chief executive officer, Starbucks' chairman Howard Schultz returns to the daily grind. Wall Street welcomed him with a little foamy heart.
Eight years and 11,500 stores since he stepped down as chief executive officer, Starbucks' chairman Howard Schultz returns to the daily grind. Wall Street welcomed him with a little foamy heart.
More froth in the stock price is exactly what investors expected with him back, and they got it. Schultz built Starbucks from a homegrown, Seattle favorite into an international success in 43 countries. Starbucks is a company whose real-estate operations must rank second only to coffee-buying in the corporate hierarchy. Rapid expansion depends on a template recycled literally thousands of times. Repetition of a successful model breeds success, until it starts to look, well, the same.
Starbucks succeeded in getting Americans hooked on quality coffee and steamed milk. That lucrative combination and technology's ability to deliver a decent latte at McDonald's inspired rivals beyond other coffee stores.
Starbucks is haunted by the specters of McDonald's and Dunkin' Donuts, but in reality they moved toward one another. As others upgraded their coffee selections, Starbucks added breakfast sandwiches.
With toddlers roaming around with snacks the size of their heads, Starbucks is light years away from any cozy self-image of a boutique coffeehouse. Playground equipment might be on the drawing board. The manic frenzy behind the counter is more like a Jiffy Buzz than a purveyor of a crafted cup of indulgence, as the prices imply.
Starbucks thrived through a highly caffeinated expansion. A predictable quality survived. A unique experience, not so much. If the goal was to be ubiquitous, it succeeded beyond all imagination. Careful, or the next stop is utilitarian, as in fast food. Talk about grounds for dismissal.
Copyright © 2008 The Seattle Times Company
nwautos
Associated Press Study: Fatal crashes down in Washington Last year Washington's roads were the scene of the fewest fatal crashes since 1955. According...
Post a comment
nwjobs
Post a comment
Michelle Goodman blogs about work/life balance.
Five reasons to stick with a job you hate -- for now
Post a comment
- Alaska Air dropping Jones Soda beverages, going back to Coca-Cola
- Man found shot dead in pickup truck in Seattle
- Seattle is first U.S. stop for Picasso exhibit
- Husky Football Blog | Pac-10 expansion to get consideration over next year
- State Senate votes to clear way for tax increases
- Idol Confessions | "American Idol" hopeful from Seattle didn't make it to Hollywood afterall
- Belltown boulevard could be completed by early next year
- Nicole Brodeur | Chrisceda Clemmons' house wasn't the only casualty
- Brier Dudley's Blog | Google rolls its own Facebook & Twitter with Gmail "Buzz"
- Sex, drug rumors swirl about N.Y. Gov. Paterson
- Republicans may be no-shows at health-plan summit
278 - State Senate votes to clear way for tax increases
250 - Pac-10 expansion to get consideration over next year
249 - Lee undergoes foot surgery
231 - Obama: GOP and Dems together can spur job growth
210 - Fort Lewis soldier charged with abusing 4-year-old, holding her head in water
193 - Rivals names Martin one of Pac-10's best recruiters
143 - Belltown boulevard could be completed by early next year
127 - Bus-tunnel attack while guards watched prompts review of Metro security
119 - White House mocks Sarah Palin from podium
91
- Seattle is first U.S. stop for Picasso exhibit
- Belltown boulevard could be completed by early next year
- 747-8 soars smoothly on first outing
- Wine Adviser | Oregon's quality pinots join the bargain ranks
- Alaska Air dropping Jones Soda beverages, going back to Coca-Cola
- Snap out of your photo funk: How to make sense of all those piles of images
- How clean are those pre-washed salad greens?
- Answers to biggest Olympic TV questions
- Brier Dudley's Blog | Google rolls its own Facebook & Twitter with Gmail "Buzz"
- Jerry Brewer | Huskies softball pitcher Danielle Lawrie: A star on the field, not in her mind






