Samuel Fromartz

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Starbucks Identity Crisis: It's Not the Coffee

The Hartman Group has an interesting take (Part II of a series) on the Starbucks crisis, arguing that it has nothing to do with coffee or competition from McDonald's or Dunkin' Donuts. It has to do with the experience of the stores itself and the way its growth trajectory on Wall Street's behalf hijacked the company's soul. Interesting. Do you buy it?