Starbucks Strategy: Trial and Error at the Beginning
[?]
Submitted by Businomics Blog
Starbucks began with a willingness to experiment, according to Taylor Clark’s new book, Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture. The book begins with a story from when the company had only eleven stores. The Vancouver BC store was at capacity, and another location in the city was hard to find. Howard Schultz saw a failing restaurant across the intersection from the Starbucks location and rented it–not to replace the existing store, but in addition to it. So the bit about Starbucks opening a store across the street from another store dates back to the beginnings.
