The predictable problem reported concerning the expansion of Starbucks to 20,000 cafes in the US is driving the image and product worth of Starbucks Krispy Kreme model of Growth-Into-Plague, where the business perspective of food chain is apparently addressed to the working of a retail outlet.
Considering the consequences of over-expansion, faced by McDonalds about lack of innovation, setting trends and diversified approach to consumers, it can be said Starbucks might really not get enough people drinking its gourmet coffee, which itself is in its budding stage. Facts provide that consumers have still not deviated enough from traditional coffee to accept gourmet coffee.
Therefore, Starbucks by expanding its catalogue to include breakfast sandwiches and then deciding to make such off-beat additions available to consumers at 20,000 other stores, might really miss the basics of running a cafe and for that matter what it stands for in delivering gourmet and quality coffee to espresso lovers.
