Christien Louviere

I was in one of the two Starbucks (there could be another and I haven’t found it yet…the place is big) in Lenox Square Mall in Atlanta yesterday. While I’m waiting for my drink, a man commented to me, “Everytime I go into one of these, they’re packed.”

“Yeah, someone knew something before we did huh?” I responded. I gave him the benefit of the doubt that he was making small talk and not just coming to this realization.

On my most recent trip to KC, I was reading the Business Week cover story on McDonald’s from the week 2/5. It is good summarization of the re-marketing process the Golden Arches have undertaken. The first major push they made was with the whole “I’m Loving It” campaign, which I thought was a poor attempt. However, they have surprised me with a few things like finally accepting debit/credit cards and more importantly pushing their franchisees to run 24/7. It discussed how corporate is slowing down their real estate acquisitions, which immediately brought Starbucks to my mind.

Starbucks is in the process of getting breakfast added to their menus. Within the past year, their prepackaged lunches have become consistent sights in the land of green straws. We can find green umbrellas in some of the most prime real estate in the world today…sometimes two or three on one piece of property.  The Starbucks team are some smart Java chips, but I wonder if they’re missing the vision of Mr. Schultz ; or if they’re beginning to run out of real estate trying or just trying to figure new ways to reinvent themselves. I hope they don’t force the issue through the food though. I’m hesitant to agree with this strategy.

I remember when I spent countless hours studying/writing at Starbucks; and when I finally wore the green apron. The one thing that was constantly being preached is that they provide an atmosphere for coffee drinkers to enjoy various beverages. Still, lunches are offered, it is not the reason Starbucks are always packed…it’s the atmosphere they’ve created. The sense that it’s a place for people like you. I worry that the addition of lunch, breakfast, etc. will begin to blur what they are. They will become the next McDonald’s, which is outstanding for all the partners and shareholders! Therefore, I’m not saying that would be a bad thing; but I forsee some increased in adaption by Starbucks and their large client base.

It also begs the question: Who will be the next Starbucks? Many thought the coffee craze was over. Well, if the niche becomes blurred, will they seek out a new nook in the coffee world? Maybe it will just be small coffee chains in general…maybe a powerful conglomerate that gobbles up smaller franchises to make a network.