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Sample Essay

Starbucks is endeavoring to work this new direction by focusing on putting more of an emphasis on their primary merchandise that of course being the Starbucks experience.

The coffee is the most important component of that experience and new flavors such as Pike Place Roast and the use of newer technologies to streamline their coffee production. The Starbucks Mastrena is the most versatile espresso machine in the world developed specifically by the company in response to the demands of its customers. They intend to emphasize this new technology as the new industry standard.

“We are returning to the very best elements of our heritage and bringing back the simple romance and excitement of coffee,” said Schultz. “Since 1971, we have sourced, roasted and sold the world’s finest coffees. By highlighting that history through Pike Place Roast, and bringing back the sounds and aromas of the coffeehouse, we are raising the bar on what it means to serve the perfect cup of coffee (Starbucks, 2008).”

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