"Here's a statistic that people are surprised by. Despite the long-term success that we've enjoyed, we have less than 10 percent share of coffee consumption in North America. And less 1 percent share internationally," Starbucks Chairman, President and CEO Howard Schultz told CNN Money.
Details here.
Ok, Mr. CEO, here are the reasons.
1. Your stuff is strong, not everyone can handle.
2. Your stuff is expensive, not everyone can afford.
3. You need big cans for home like Folgers. Your bags are expensive and too small. Big cans=less packaging=cheaper
(1) is significant. Look, one "tall" cup makes my head spin already. But I don't feel a thing even after a large Dunkin. Dunkin stuff is not as strong and cheaper (so they sell more).
Don't worry about McDonalds, their coffee tastes real bad.
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