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29 Jul 09

Why the Starbucks “15th Ave” Store Is Doomed to Fail
“Late last week, Starbucks opened a new coffeehouse. Considering they have around 15,000 outlets, this might not seem like news. But there’s a wrinkle: the new coffeehouse is called 15th Ave. Coffee & Tea, and is an attempt by SBUX to create a distinct, bespoke, of-the-neighborhood coffeehouse.
Peter Merholz - HarvardBusiness.org

Why the Starbucks “15th Ave” Store Is Doomed to Fail

“Late last week, Starbucks opened a new coffeehouse. Considering they have around 15,000 outlets, this might not seem like news. But there’s a wrinkle: the new coffeehouse is called 15th Ave. Coffee & Tea, and is an attempt by SBUX to create a distinct, bespoke, of-the-neighborhood coffeehouse.

Peter Merholz - HarvardBusiness.org