Starbucks growth

The NYT reports today on the continued prosperity of Starbucks which continues to outpace the market with a year over year 50%+ stock growth. They attribute this to Starbucks’ introduction of reserve coffees, served at select flagship stores around the world, which allow Starbucks to keep pace with the increasingly sophisticated palette of the coffee aficionado.

I suspect that Starbucks’ popularity is the same today as it’s always been: sweet drinks under the guise of luxury items. Around the Bay Area, you won’t find a single serious coffee drinker who frequents Starbucks, but a venti double-shot vanilla caffè macchiato is sure easier to justify to yourself than its closest culinary relative: the milkshake of the same flavor.

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