Starbucks applies U.S. lessons in Europe

12/27/2012 | Wall Street Journal, The

As it did when tough times struck in the U.S. a few years ago, Starbucks will close some high-rent locations in Europe and open new cafes in more heavily populated areas, the company said. Despite a recent decline in European profits, expanding the brand on the continent is important as the U.S. market matures, and Starbucks is working to customize shops and menus to meet local tastes.

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