Starbucks' International Exposure

Starbucks' International Exposure

December 10, 2008 Starbucks Starbucks Coffee Company has attracted a loyal following among consumers nationally and internationally with the exception of our Armed Forces. With more than 16226 (March 2008) outlets worldwide the consumer loyalty is growing at the company’s expected rate. However, due to a rumor circulated by Sgt Howard C. Wright of the 1st Force Recon Co the military banned support of Starbucks products, supporting my reason for not patronizing Starbucks in the past. An email that originated from a Marine serving in “The War on Terror” in Iraq wrote to Starbucks expressing their like for the brand, and requesting the product be donated and shipped to the Marines. Allegedly Starbucks responded by saying they did not support the war and was unwilling to donate. Sgt Wright urged the boycott of Starbucks. The Sergeant posted a follow-up email after receiving clarification on the company’s policy. Starbucks donation policy “only authorizes gifts to officially designated public charities, including libraries and schools, and that the U.S. military or military personnel do not qualify”. Sgt. Wright withdrew his boycott after clarification. My expectation of the forced Starbucks visit was met with some justification. I visited the Grand Prairie and Campustown locations expecting over-pricing and preppie baristas excited about a skinny Cinnamon Dolce Latte,. The over priced products were an accurate perception. The beverages ranged in price from $1.65 to $4.00. The over-priced pastries appeared delicious in the case but after ordering a blueberry muffin I realized that appearances are deceiving. The expensive pastry was dry. On a scale of 1-10 I would rate my experience at the Grand Prairie location a 4. This was based on comfort, pricing, cleanliness and people. The chairs were similar to a comfortable living room chair where 500 strangers had previously ate crumbling dry muffins, and spilled expensive coffee. However, the café like atmosphere is...

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