View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by School of Hotel Administration, Cornell University Cornell University School of Hotel Administration The Scholarly Commons Articles and Chapters School of Hotel Administration Collection 2010 The ommoC ditization of Starbucks Cathy A. Enz Cornell University School of Hotel Administration,
[email protected] Follow this and additional works at: http://scholarship.sha.cornell.edu/articles Part of the Food and Beverage Management Commons Recommended Citation Enz, C. A. (2010). The commoditization of Starbucks[Electronic version]. Retrieved [insert date] from Cornell University, School of Hotel Administration site: http://scholarship.sha.cornell.edu/articles/609 This Article or Chapter is brought to you for free and open access by the School of Hotel Administration Collection at The choS larly Commons. It has been accepted for inclusion in Articles and Chapters by an authorized administrator of The choS larly Commons. For more information, please contact
[email protected]. The ommoC ditization of Starbucks Abstract [Excerpt] Is the coffee empire that Starbucks built beginning to fall? In a memo sent to the senior management of the company in February 2007, Howard Schultz warned that Starbucks was in danger of losing its romance and theater, which he believes are fundamental to the Starbucks experience. He noted, “Over the past ten years in order to achieve the growth, development, and scale necessary to go from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series of decisions that, in retrospect, have led to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.” Calling the memo subject “The ommodC itization of the Starbucks Experience,” Schultz questioned corporate decisions to use automatic espresso machines and eliminate some in-store coffee grinding.