The funniest part of Dunkin article (IMO) was this:
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Early research showed consumers wanted nicer stores, but revealed a potential problem: the loyal Dunkin' tribe was bewildered and turned off by the atmosphere at Starbucks. They groused that crowds of laptop users made it difficult to find a seat, Dunkin' says. They didn't like Starbucks' tall, grande, and venti lingo for small, medium and large coffees. And, Dunkin' says, they couldn't understand why anyone would pay as much as $4 for a cup of coffee.
"It was almost as though they were a group of Martians talking about a group of Earthlings," says Justin Holloway, an executive vice president at Hill, Holliday, Connors, Cosmopulos Inc., the advertising agency that helped Dunkin' with its research. One customer told researchers that lingering in a Starbucks felt like “celebrating Christmas with people you don't know.”
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p.s. I shorted SBUX, which is near an all-time high, recently. |
