5 Reasons Starbucks’s Plan to Serve Booze Could End in Failure
The plan has a lot going for it, and it's a major shift. The
company is immersed in an attempt to almost double its market
value to $100 billion, and shareholders are psyched to see what
the rollout of higher-profit items like beer and wine can do for
the bottom line. Consumers have also become increasingly
dependent on the coffee chain's mobile app, and will no doubt be
thrilled by a greater range of loyalty-program perks.   1. The
food will always be better elsewhere. Yeah, it reeks of food
snobbery to dismiss the wee little cup of spiced pepitas that
arrives nested atop some Starbucks Malbec or a moat-like pool of
melted chocolate flanked with out-of-season berries and some
not-right-out-of-the-oven Starbucks madeleines on the side, but
that doesn't change the fact it'll be food that comes out of an
actual kitchen, with real equipment, which stands a better
chance of attracting repeat customers. The trucked-in,
commissary-kitchen nature of t