The Starbucks mystique

Universally, it is a brand that comes with a unique cachet, an undefinable allure that only very few global names carry. The Indian outlet has some clues as to what makes Starbucks different—friendly workers take orders from customers in the queue and relay it via headsets to the baristas behind the counter, but even so, the unceasing crowds, despite the higher prices, means that stopping for a latte will involve a major investment of time. That doesn’t seem to bother customers, though. No wonder it’s the largest coffeehouse company in the world, with 19,972 stores in 61 countries, including 12,937 in the United States alone.

Here’s what makes it so different. In Mumbai and elsewhere, they are competing with other established coffee chains—even McDonald’s sells

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