Starbuck's on it's way down???

I'm not a huge coffee fan. In fact I just recently started drinking it. Not because of desire, but more out of necessity. (Way to many late nights playing Xbox). My wife on the other hand loves coffee. In fact she is a coffee snob. She won't drink anything, but Starbuck's. Even worse when I want to drink coffee she makes me drink Folgers. She says my taste buds have not developed enough yet to appreciate the likes of Starbuck's coffee therefore it would be wasted on me. Whenever we're out she's always wanting to stop at Starbuck's and get an iced cappuccino or vanilla latte. I've been in a few of the stores and while I haven't developed an appreciation for the coffee I loved the atmosphere of the store. I loved the idea of people sitting around
reading books, newspapers, surfing the net wirelessly on there laptop. I'm a Starbuck's guy at heart or at least would like to be.

I read an interesting article in Time Magazine today talking about the enormous growth Starbuck's has experienced and expects to continue. Right now Starbuck's has 12,440 locations worldwide. Their goal is 40,000, which is even more then McDonalds. The article goes into the
difficulties of maintaining your values as you grow. Studies show that as companies become more complex growth slows. In fact companies lowest in complexity grew 1.7 times as fast as their competitors.

With Starbuck's adding ovens to make hot food, drive throughs so people don't have to get out of their car, syrup dispensers to decrease waiting time in line, all the other things to meet the customers needs, attract more customers and make more money. Are they losing the very essence of what makes them Starbuck's? If there's no room to sit in the store. If it's not as friendly and welcoming, warm and inviting. If it's frantic and hurried rather then relaxing and take your time. Will people continue to come in droves? Will Starbuck's continue to grow or will it become the very thing it hates? Fast Food, Quick Serve restaurant. Will Starbuck's loose it's appeal and uniqueness that made it Starbuck's?

Is simpler better then complex?

Does it come down to the coffee? or the experience?

Great article to read, if you get a chance check it out.