Thaindian News

June 26, 2010 (Pen Men at Work): Coffee behemoth, Starbucks, encountered colossal development and enlargement in the past. However, in recent times, this victorious march of Starbucks has been brought to a halt. In order to amplify its monetary collections, Starbucks had commenced the process of experimentations to magnetize coffee admirers towards Starbucks. In order to increase its customers, Starbucks has endeavored to vend all sorts of items such as breakfast sandwiches and CDs. Now, Starbucks has come up with another idea. It is entering into wine and coffee theater.

Starbucks will resurrect a testing ground store labeled ‘Olive Way’ in Seattle’s hip Capitol Hill district. The menu will include wine from the Pacific Northwest’s vineyards as well as beer from local craft brewers. This massive shop will possess espresso machines in the middle and a special decoration.

The coffee theater’s counters will be contracted to draw customers nearer to baristas. The machines will prepare one cup at a time to haul out deeper savor from the beans. The Associated Press has uttered that the menu will be better, loaded with flavorful foodstuffs that match up with coffee, wine and beer.

Starbucks does not believe that all its initiatives will attain golden results at Olive Way. Starbucks has been undergoing difficulties as rivalry with other companies has intensified. The premium costs of Starbucks were a challenge during the economic downturn. Starbucks had shut down hundreds of stores and had slashed numerous jobs. It even requested Howard Schultz to help the company resurrect itself again.

Some reviewers have remonstrated that Starbucks has lost touch with its inimitable ambiance and image. It must attach itself with its roots. This latest endeavor may assist with ambiance as it presents a warmer setting where consumers can experience comfort while sitting for hours. Whether this latest measure will set in motion economic advancement for Starbucks is another matter.