Starbucks (US)

Starbucks is the world's leading retailer, roaster and brand of specialty coffee, with operations in more than 50 countries. The company was initially lampooned for its empire-building ambitions, as it extended its network with bewildering speed, first throughout the United States and then around the globe. Yet Starbucks has been astonishingly successful in creating a global brand in record time, while also maintaining - until 2008 at least - an enviable 20%-plus annual increase in revenues. There was a dip in performance for a couple of years as Starbucks recovered its poise, but the group has delivered record performance once again since 2010. The world's biggest specialty coffee company has also extended its footprint into packaged coffee, the ready-to-drink sector ( with an equally successful bottled Frappuccino in association with PepsiCo), and most recently instant coffee and home-brew systems. Yet for all its commercial acumen, Starbucks prefers to think of itself as a lifestyle brand, a home away from home, a personality choice.

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