Barista Magazine

AUG-SEP 2014

Serving People Serving Coffee Since 2005

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Page 46 of 91

We all know that green mermaid. She seems to be on every city block and popping up more frequently every day. Starbucks has long left behind its identity as a small Seattle-based shop, and has now grown into a global lifestyle brand. Somewhere between the ubiquitous Starbucks or Dunkin' Donuts shops, you will find independently owned caf├ęs. It is these smaller businesses that can feel pressured to compete with large-scale branding, but is it really necessary? 47

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