In recent years, the chain has diversified by selling books, CDs and newspapers, marketing films and providing wireless internet access and music downloads.
Its executives claim to have held talks with Mick Jagger, Bono, Prince and Chris Martin about promotional links with CDs. Its muscle in the market means it has a global influence on tastes and trends.
The newspaper USA Today observed: ‘Like Oprah Winfrey, Starbucks is emerging as a self-appointed culture guru. It’s drawing folks who want a jolt of what’s “in” with their java… Starbucks manages to project itself as both hero and renegade.’ This makes it all things to all people, says Simon.
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