Abstract
Coffee has lived through centuries often with a counter-culture connotation. Brews were known to sustain artists, politicians, radicals and people that liked profound debates. Starbucks disrupted the scene by providing a more accessible site, a cozy and attractive place to appreciate coffee. However the company's aggressive expansionist ambition resulted in another giant company, a multinational; some people call it fast-food.
I will often refer to many of Starbucks's achievements and implementations in the past, because the initial values and visions, though they remained in Mr. Schultz's mind, are not present anymore in the current Starbucks outlets people go to. This change is due to the burgeoning number of stores, thus the limited control. Mr. Schultz is conscious of the veering direction Starbucks has taken; he is actually trying to make Starbucks return to its roots. But steps for the initial plan have not yet been achieved.
