Topics: Coffee, Howard Schultz, Starbucks Pages: 3 (723 words) Published: June 25, 2013

Let's say you want a Macchiato without having to step out of your Mustang. Or perhaps you want a Frappuccino, but don't want to find a parking spot for your Audi. Well, Starbucks has you covered. Their goal is to have 1,500 new locations that will include drive-thru windows. It's a big departure from the Starbucks concept that most of its customers currently experience, but the company's been seeing strong sales at the handful of stores that already offer drive-thru service. So its plan is to cash in on hurried drivers.

Brews over Burgers
Mickey D's introduced Mc-Cafe drinks five years ago, allowing diners to opt for lattes or iced caramel mocha brewed drinks to go with their Big Macs and fries. Other fast food chains have been following suit. Starbucks hasn't missed a beat, despite the burger flippers pushing into its bean business. Beyond a brief stretch early in the recent recession, comparable-store sales have remained largely positive at Starbucks. However, as rushed morning commuters grow accustomed to being able to grab a caramel hot chocolate or premium roast coffee without having to leave their cars, Starbucks knows it doesn't want to be left behind.

The aromatic scents of freshly brewed java are so important that the chain scrapped several breakfast items a few years ago after they were making the place smell like -- well -- a McDonald's. Now Starbucks wants to take a page out of the Mickey D's playbook. It won't be easy. For starters, most of its existing locations can't play along. It's just not possible to add drive-thru windows when you're smack dab in the middle of a suburban strip mall or on the ground floor of a metropolitan high-rise building. Some corner locations could be adapted, though the ideal solution for a drive-thru is a standalone store where drivers can circle around as they order and pick up their beverages. It's not just about real estate. This transformation may also make it harder for Starbucks to justify its...

References: Lewin K. (1943). Defining the "Field at a Given Time." Psychological Review. 50: 292-310. Republished in Resolving Social Conflicts & Field Theory in Social Science, Washington, D.C.: American Psychological Association, 1997.
“Company Profile” Starbucks. N. p., February 2010 http:// assets. Starbucks. Com/assets/company-profile-feb10.pdf
“Starbucks Corporation” Hoovers, N.p., n.d. Web
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