Starbucks Learned Its Airport Customers Have Different Needs. It Developed a Strategy Anyone Can Copy From

While the brand remains the same, the customers were looking for a different experience.

EXPERT OPINION BY PAULA CONWAY

The Starbucks in your local airport carries an important distinction: the brand may be familiar, but the business behind the counter can be someone else’s. Unlike a company-operated coffee shop, where Starbucks employs the baristas and absorbs the costs of running the store, a licensed location is operated by a partner. Starbucks supplies the brand, products, standards and operating expertise; the licensee supplies the people, capital, and........

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