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Starbucks Tries to Shift Image with Low Cost Items

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The New York Times reviews the latest Starbucks strategy--$3.95 breakfasts that include coffee and an egg sandwich--as the firm continues to wrestle with its sudden troubles.

Starbucks is trying to do a really tough thing. It created a certain image for itself over the years--earning the nickname Fourbucks for its $4 cups of coffee--and now it's trying to shift that and be seen as more affordable. That's a difficult act to pull off. Once you've got a niche, it's hard to recast it. Personally, I find it difficult to consider walking into Starbucks to grab a cheap breakfast. That's just not what I've come to associate Starbucks with.

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Elaine Misonzhnik

Senior associate editor Elaine Misonzhnik has been writing for National Real Estate Investor since June 2006 and has covered commercial real estate for more than 12 years. She first became...
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