In Brief

Over the past year we’ve noticed experimentation in Starbucks’ marketing, a reflection of an identity crisis in the industry as “mass-market powerhouses” McDonald’s and Dunkin’ Donuts use the recession to rise from below. On the opposite front gourmet coffee startups are beginning to present the premium quality Starbucks once used as its primary selling point.

Over the past year we’ve noticed a lot of interesting experimentation in Starbucks’ marketing efforts:  a Twitter strategy, a Japanese concept shop, and a stealth café. All reflect shifts which point to an identity crisis in the industry as “mass-market powerhouses” McDonald’s and Dunkin’ Donuts use the recession to rise from below. On the opposite front, gourmet coffee startups are beginning to present the premium quality Starbucks once used as its primary selling point.

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