Starbucks, the dominant specialty coffee brand in North America, must respond to recent market research that the company did not meet the expectations of customers in terms of service. To increase customer satisfaction, the company is discussing a plan that would increase the amount of labor in the stores and theoretically increase the speed of service. However, the impact of the plan (which will cost $ 40 million per year) on the company’s bottom line is unclear.
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Youngme on the Moon, John A. Quelch Source: HBS Premier Case Collection 20 pages. Publication Date: July 31, 2003. Prod. #: 504016-PDF-ENG