作者jusdy (有挑战才有价值)
看板SHU_PRAD95
标题星巴克追求业绩反蒙其害
时间Tue Mar 6 12:06:46 2007
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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