For the company’s 40th anniversary, Starbucks is celebrating throughout the country. Among the many things they’ll be doing is apparently having a midlife crisis. Why else would the company go out and get corporate plastic surgery and drop the coffee from their logo? That’s right, Starbucks has a new logo, and they are dropping coffee from the company name to focus more on being a consumer packaged-goods company.
“Even though we have been and always will be a coffee company and retailer, it’s possible we’ll have other products with our name on it and no coffee in it,” said Starbucks founder and CEO Howard Schultz, adding that whatever products the company introduces outside of coffee will be high quality. “We’re not going to put our name on things that dilute the quality of Starbucks.”
Well, you can’t argue with Starbucks making use of their massive amount of retail space by moving from just coffee to coffee and other stuff, I guess. Granted, I think it’s a bad idea considering how Starbucks brought coffee to the masses while inventing their own language, but it’s in keeping with the company’s moves into music distribution and whatnot. You can’t focus on coffee all the time; maybe it’s time for Starbucks to diversify.
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