McDonald´s started stalling when they had opened 30,000 shops. That was Starbuck goal, so the investors fear their stock darling. McDonald´s was a perfect goal for lawsuits, ridicule and envy, and Starbucks had only begun to taste. McDonald´s biggest problem was overexpansion ( for stor udvidning) in the end of 2001. Starbucks is opening more then 5 shops a day, 12,145 stores, ind. 8,624 in USA. Impossible to use McDonald´s as a gauge. Coffee everyday survival. Disappointed shareholders -> 4-5 percent growth -> except 7 % or better. Washington -> Coffee for every 11,000 people. McDonald´s downfall -> too many menus, didn´t have more ideas -> lost customers. 1971, Starbucks only sold coffee-beans but after a little while, they introduced lattes, and started introducing other products. -> Non-coffee products -> like cd's. Too many new products -> investors think Starbucks might lose its way. Lost $59 million to bad investments Starbucks broke all the rules about how you are supposed to grow in the restaurant business. Two-thirds of its US-stores are run by the company. Avoided McDonald´s pitfalls -> deal with icon status. Sick of eat McDonald´s food only for a month. Do we need another big name multinational corporation in this town?
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