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Starbucks Just Made an Eye-Opening Decision That’ll Change Many People’s Breakfast Habits

It was time, surely.

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BY Chris Matyszczyk - 20 Jun 2018

Starbucks Just Made an Eye-Opening Decision That'll Change Many People's Breakfast Habits

PHOTO CREDIT: Getty Images

Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.


There was a time when you didn't think about it.

You woke up, you kept your eyes shut, you showered and, still with your eyes shut, you went to Starbucks.

It didn't matter where you were. There'd be a Starbucks within yards.

Indeed, as I write this, there are two Starbucks within three minutes walk.

Yet the coffee chain is beginning to realize that it's gone too far with ubiquity.

All those Starbucks stores aren't making enough money.

So it's closing three times as many as it normally would.

As Bloomberg reports, the chain will close 150 U.S. stores, as it pares back its grand creep over every street and mall.

At heart, Starbucks is in danger of becoming a little dull, precisely because it's everywhere.

It's happened to so many fast food chains for whom expansion was a thought-free mantra.

The stores that Starbucks is closing are, so CEO Kevin Johnson says, in major cities where they can't make a profit because of "increases in wage and occupancy and other regulatory requirements."

Yes, that full employment can be a bind, can't it? But so can being boring.

Surely, a greater issue for the coffee chain is that it's in danger of becoming stale.

It's placed a greater emphasis on lunch, as breakfast offerings become saturated.

Last year, the company admitted that so many people were using its mobile app that people were fed up of waiting in its stores.

The atmosphere in many of those stores changed.

Personally, I still find it annoying when it takes too long to make my coffee because seven people have ordered by phone and their orders are being made first.

Of course Starbucks claimed that it was solving this issue by hiring more staff. Now, it seems, that this has become too expensive in some cities.

Worse, there's more competition.

McDonald's has woken up and tried to think about what people want and it's giving it to them at cheaper prices than Starbucks.

Moreover, there are always local coffee shops that feel more original and fresher than Starbucks.

Principally, because they are.

So now you may not find a Starbucks within feet of your feet, which will lead you to think about where to have breakfast and what to eat.

There is, though, one glorious element that's come out of Starbucks' new world. Johnson admitted that the chain is seeing a decline in Frappuccino orders.

It seems that humans are beginning to realize that these sugary monstrosities aren't good for them.

If there's hope for humanity, perhaps there's hope for Starbucks too.

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