Venti Capitalists

PJ O'Rourke:

Taylor Clark ought to know how Starbucks got its roc-like wingspan. That’s the tale by which we want to be spellbound. Clark quotes a 1997 Larry King interview with Howard Schultz, the company’s chairman, where Schultz outlines what should have been the plot of Clark’s book:

“People weren’t drinking coffee. ... So the question is, How could a company create retail stores where coffee was not previously sold, ... charge three times more for it than the local doughnut shop, put Italian names on it that no one can pronounce, and then have six million customers a week coming through the stores?”

Posted by James Zellmer at December 17, 2007 8:15 PM | Subscribe to this site via RSS:
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