Summary

Looks like Starbucks is trying to get back to basics after failing at mass customization. It's been a long and winding road for them, not unexpected when their leader had visions of 40,000 Starbucks.

Analysis

So Starbucks is going the social networking route, a little late to the party but desperate people are known to do desperate things. They might have closed their storesfor a few hours recently to re-group but I'm curious how they're going to serve two masters; continued rapid growth and customization. The social networking concept sounds OK but I think they'll leave themselves open to a lot of criticism. Isn't interesting how folks like McDonald's and especially Dunkin Donuts have managed to turn coffee into the "experience" Starbuck thought they were known for. I'll be sure to monitor You Tube to watch the latest "Starbucks Now" videos.

Sheldon Senzon
JMS Media, Inc.
mrmediapro@aol.com

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