Der Spiegel
Go to Der Spiegel On-Line
October 6, 2003
"The US coffee house chain Starbucks wants to conquer the world.
But at home the resistance against the substantial expansion of the enterprise grows."
Recently, starbucked.com was featured in the national German magazine, "Der Spiegel".
"Dorosin. Jeremy Dorosin. Already the name sounds somewhat corrosive. And that is exactly
what he represents for the US coffee house chain, Starbucks: a "PR nightmare", as a firm
spokeswoman already ranted in 1995. Since then the Californian has raved against the
enterprise in newspaper advertisements, books, on the InterNet, and starting this December
also on billboards and taxi luggage racks. "Starbucked?" will be written on them. "With
intention the term implies the rude 'F-word' ", says Dorosin. "Just as rude as Starbucks'
business practices."
The article can be read on-line at the following links:
Original in German
English Translation by babelfish.com
Revised English Translation: Coming Soon!
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