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Starbucks Wants to Be Fancy Again

Now that ubiquity has turned Starbucks into an everyday item, the brand is trying to reclaim its identity as a high-end coffee retailer by opening a new line of Reserve cafes
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Starbucks Coffee Company

Once upon a time, Starbucks was seen as something for the caffeinated elite. Drinking its products—remember those latte-sipping liberals?—carried the suggestion of a certain social status, a willingness to pay up for better coffee than was available at a rest stop on the Interstate. Today, with more more than 21,000 stores, Starbucks is usually the coffee you find at a rest stop on the Interstate, at the grocery store, and almost everywhere else. That trajectory, from minor luxury to ubiquitous commodity, ceded the high-status, high-priced coffee game to a new generation of independent boutiques and small chains.