Starbucks started going downhill the moment they launched "New Milder Dimensions." If I'd wanted Maxwell House I would have gone to the grocery store. That's how you water down "the experience" and the brand equity. No wonder the article says CEO Howard Schultz Wants To Confront The Missing Aroma of Fresh-Roasted Coffee In His Stores. He's hired a few too many people from McDonald's, and needs to reintroduce a little old fashioned Imperfection - that would be an interesting Selling Dimension ®! Howard Schultz, if you are reading this, go to our web site http://www.callecompany.com.
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