Daily Archives: May 1, 2009

John Gapper

Starbucks is still struggling to remake itself amid a global economic downturn that has dented people’s willingness to pay a lot for a frothy cup of coffee.

It does not seem to have made up its mind whether to become more of a value brand or stick with being a premium retailer. In fact, it is sending out signals that it wants to do both simultaneously.

So here is my suggestion: why doesn’t it become a retail bank as well as a coffee chain?

I realise that this sounds like a ridiculous idea (and may in fact be a ridiculous idea) but hear me out.