Unable to keep pace with the cancerous growth of Starbucks Coffee, Caribou Coffee, the nation’s #2 coffee specialty chain, seems to have opted for better customer experience as a competitive advantage, according to today’s The Detroit News: Caribou Coffee aims to be No. 1 in experience. (This is consistent with their point-of-sale kiosks announcement we reported on last year.)

While most of their sales are still within the state of Minnesota, it will be interesting to see if CEO Michael Coles’ strategy will have an effect. How much margin for improved customer service has Starbucks left to the competition?