Today CBS News published a 60 Minutes interview with Starbucks Coffee CEO, Howard Schultz: Howard Schultz: The Star Of Starbucks – CBS News.
It’s the prototypical 60 Minutes interview: balanced, a modest attempt at controversy, and ten years too late to spot a trend. You get the feeling that the 60 Minutes writers just discovered Starbucks a couple years ago — and that specialty coffee is a recent fad that starts and ends with Starbucks.
But the interview touches on the $4 beverage in a paper cup, the marketing behind the names of their beverage sizes, fad development (or why the world needs the Green Tea Frappuccino), and why Starbucks spends more on employee health care than they do on coffee.
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