Starbucks Founder Regrets Expanding So Fast

In his memo, Schultz noted that increasing the scale of Starbucks had led to a number of necessary corner-cuts: For instance, the introduction of "flavor-locked packaging" that has caused stores to lose their distinctive aroma, or the decision to install automatic espresso machines. "We solved a major problem in terms of speed of service and efficiency," Schultz noted, but "overlooked the fact that we would remove much of the romance and theatre that was in play with the use of the [La Marzocco] machines."