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Is Starbucks Diluting Its Business Brew Too Much?

By: Laura Ries on May 02, 2006

Starbucks is the big boy of coffee. With 11,000 units, it's the world's largest coffee chain. With a focused brand, consistent customer experience and brilliant marketing, Starbucks has persuaded me and millions of others to trade up from our 50-cent cup of joe to a $3 cup of indulgence. But it is vulnerable.