21世纪初,星巴克因其品牌知名度而沾沾自喜,以为全球的消费者无论时势艰难与否都买得起它的高利润特选咖啡。“为了达到每个季度的销售额增长预期,我们一心扑在迅速设立更多门店上,结果,很多时候都选址不佳,或者没有对新聘咖啡师进行充分的培训。”星巴克创始人霍华德·舒尔兹说道。结果这变成了一个战略失误:到2006年,该公司的销售业绩放缓,在2008年至2009年金融危机时期,情况更是进一步恶化。 At the beginning of the 21st century, Starbucks complacent for its brand awareness, thinking that consumers around the world can afford its high-profit specialty coffee regardless of the current situation. “In order to meet our quarterly sales growth expectations, we are bent on setting up more stores quickly and, as a result, are often poorly sited or have no adequate training for the new barista.” "Starbucks Founder Says Howard Schultz. As a result, this turned out to be a strategic mistake: By 2006, the company’s sales slowed down and the situation worsened even further during the financial crisis of 2008-2009.