Pentagram rethinks Starbucks

02 : 11 : 2008 Pentagram : Starbucks : Coffee Shop

With a $22 fall in the Starbucks share from $40 in 2006 to just $18 at the start of 2008, Seattle’s coffee monolith is rethinking its strategy. Returning to core product (coffee, that is, not easy-listening CDs); closing down 600 US stores; and introducing a new coffee machine are all part of the new direction. But the signature coffee equipment, the Clover, has had a cold reception: it has been billed as costly and over-hyped, and the investment has driven the average cost of a coffee up $1.

Pentagram rethinks Starbucks

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