The New York Times reviews the latest Starbucks strategy--$3.95 breakfasts that include coffee and an egg sandwich--as the firm continues to wrestle with its sudden troubles.
Starbucks is trying to do a really tough thing. It created a certain image for itself over the years--earning the nickname Fourbucks for its $4 cups of coffee--and now it's trying to shift that and be seen as more affordable. That's a difficult act to pull off. Once you've got a niche, it's hard to recast it. Personally, I find it difficult to consider walking into Starbucks to grab a cheap breakfast. That's just not what I've come to associate Starbucks with.