CMO Poll: Starbucks Right To Try New Format

Can I pour you some booze in your coffee? Starbucks, which has been struggling the last 18 months to find new relevance in a world where a latte can be had just about everywhere including McDonald’s, is expanding its retail empire to include a new format: The new coffeehouse is called 15th Ave. Coffee & Tea, and is an attempt by SBUX to create an upscale venue that serves beer and wine, coffee made from a hand-pressed espresso machine, poetry readings, etc.

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