In response to Evan’s post, I would agree with his insight and foresight regarding Starbucks’ launch of the “Express Cafe”. Eliminating one of their key factors that turns away customers- long lineups- looks like it will increase their sales without question. However, Starbucks must take into account the number of customers that purchase their “higher end” drinks that are not provided at express stores. The article suggest that customers are attracted to quicker service, but does not state that they are willing to give up their higher end drinks to reduce wait time. One would assume that a company that has such strong business operations would want to create market research before entering an untested market. Whether it is through customer surveys, or any other forms of statistical analysis, I would highly recommend that Starbucks weighs the benefits and setbacks of opening stores of this nature. I advise Starbucks to proceed with caution while opening express coffee stores, and to carry out this new business model slowly. Fortunately, Starbucks has the necessary capital to venture into an untested market without needing to worry about financial disaster. It is crucial that they ask themselves if customers are willing to sacrifice variety for shorter wait times.
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