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Indeed, what's so curious about this article is that Starbucks was the poster child for selling the experience versus the coffee, and has been used in many case
by mediaman 17y ago
Indeed, what's so curious about this article is that Starbucks was the poster child for selling the experience versus the coffee, and has been used in many case studies to demonstrate exactly that point.
- derefr 17y agoI think the idea is that, basically, the Starbucks "experience" is what city life in general now feels like for these people. Starbucks is no longer differentiating on personality, because now everything else is just like Starbucks. they need a new schtick.
- lsb 17y agoExactly; and ironically enough, more indie coffeeshops have opened up recently precisely because Starbucks set their price point expectations so high that they get good margins out of it, versus $1 drip coffee.