The company that introduced (and hooked) us all on $4 cups of coffee is -- surprise! -- struggling.

With founder Howard Schultz back in as CEO, the company is looking to get its sales moving upward again. One possible strategy? Free coffees and discounts with a rewards card and a possible expansion of the company's $1 coffee campaign -- with free refills.

Will these plans help boost sales in the midst of a struggling economy? Only time will tell. But, if I were a Starbucks shareholder, I'd be concerned about the damage to the brand. The fact is that Starbucks has become one of the best companies in the world -- that's not an exaggeration -- with an emphasis on quality and customer experience that made it, for a long time, essentially immune to the competitive pressures that other companies deal with.

But times are hard now for everyone. The era of $4 coffee may finally be coming to an end.

Increase your money and finance knowledge from home

Banking Services 101

Understand your bank's services, and how to get the most from them

View Course »

Economics 101

Intro to economics. But fun.

View Course »

Add a Comment

*0 / 3000 Character Maximum