Not sure why everyone thinks that Starbucks is taking this step from a position of weakness. As far as business is concerned, I think it's a good strategic mov

Not sure why everyone thinks that Starbucks is taking this step from a position of weakness. As far as business is concerned, I think it's a good strategic move for them to explore this growth channel regardless of their brand's strength. Many other companies have a successful strategy involving both private label and branded products. Amazon Shoes Category vs Endless.com (vs Zappos.com) Essentials Baking Co. vs Trader Joe's bread (in Seattle)