路透社 【2007-02-25/联合晚报/2版/话题】 Starbucks Corp. Chairman Howard Schultz said in a memo that measures taken to fuel the coffee shop chain's rapid expansion had led to a ”watering down” of its iconic brand. 星巴克公司董事长舒兹在备忘录中说， 种种用来扩大星巴克版图的作法其实对其品牌不利。 Schultz wrote that automatic espresso machines, bagged coffee and ”cookie-cutter” store designs had led to a sterility at the chain that had invited competi-tion. 舒兹写道，星巴克采用浓缩咖啡自动冲泡机、 袋装咖啡与制式招牌设计， 导致店内失去感性，让竞争者有机可趁。 ”In order to go from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series of decisions that, in retrospect, have (led) to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand,” Schultz wrote. 舒兹写道： 「为了让分店从不到1000家成长到超过1万3000家， 我们不得不做出一系列决策， 回过头来看， 这些措施伤害星巴克经验， 有些人甚至可能认为星巴克把品牌低俗化了」。 ”We need to realize it's time to get back to the core and make the changes necessary to evoke the her-itage, the tradition, and the passion that we all have for the true Starbucks experience,” he said. 他指出： 「我们必须了解，现在该回归根本，改弦易辙， 重现真正星巴克经验的传承、传统与热情」。 Schultz said automatic espresso machines had made service faster, but had removed ”much of the romance and theater that was in play” with traditional espresso makers. 舒兹说，浓缩咖啡自动冲泡机让咖啡泡起来快得多， 却让传统浓缩咖啡冲泡法那种「浪漫与氛围消失大半」。 --

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