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Reuters reports that as Starbucks looks to continue its high-growth strategy, it is "targeting rural and ethnically diverse neighborhoods outside the upscale business districts and trendy shopping spots that were the springboard of its early success."

Company chairman Howard Schultz told Reuters, "As we have been opening stores in places where Starbucks has not traditionally been before, we are finding the size of our market opportunity is much, much larger than we had thought."
KC's View:
Too many food retailers believe that focusing on quality food should be an arena left to upscale stores…ignoring the fact that plenty of middle class folks like good food and drink, too. A key to making it work is educating people about food…helping them understand what is good and good for them…become a resource for information as much as a source of product.

This is how you create differential advantages.