路透社 【2007-02-25/聯合晚報/2版/話題】 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. 星巴克公司董事長舒茲在備忘錄中說， 種種用來擴大星巴克版圖的作法其實對其品牌不利。 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. 舒茲寫道，星巴克採用濃縮咖啡自動沖泡機、 袋裝咖啡與制式招牌設計， 導致店內失去感性，讓競爭者有機可趁。 ”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. 舒茲寫道： 「為了讓分店從不到1000家成長到超過1萬3000家， 我們不得不做出一系列決策， 回過頭來看， 這些措施傷害星巴克經驗， 有些人甚至可能認為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： 「我們必須了解，現在該回歸根本，改弦易轍， 重現真正星巴克經驗的傳承、傳統與熱情」。 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. 舒茲說，濃縮咖啡自動沖泡機讓咖啡泡起來快得多， 卻讓傳統濃縮咖啡沖泡法那種「浪漫與氛圍消失大半」。 --

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