Friday, December 12, 2008

Is Starbucks cheapening the brand?

Come January, the Subway sandwich chain will be testing Starbucks coffee at 1,900 locations.

Is this a sound long term strategy for Starbucks? Does Starbucks really want to be ubiquitous? What is next, partnering with Exxon or Shell?

What is Starbucks? Merely coffee? An experience? An attitude?

Is Starbucks diluting, cheapening, or simply redefining its brand?

I remember Krispy Kreme arriving in the Sacramento region. A media event. (Please, no snarky remarks about Sacramento.) Krispy Kreme donuts were The Thing to bring to work, meetings and parties. Fast forward and Krispy Kreme donuts could be found near the door at the grocery store and at the gas station. And then . . . Krispy Kreme disappeared from the Sacramento region.

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