Starbucks is one of the largest coffee franchises in the world. With over 26,000 stores in 64 countries, the company has bragging rights. One of the problems Starbucks currently faces is that the brand is weakened by overexpansion and an overly diverse product line. With McDonalds and Dunkin Donuts entering the specialty coffee market, Starbucks must change its trajectory in order to remain competitive in this sector. In order to return Starbucks to the glory it was when it first began, the company must stop its expansion, increase its marketing efforts, and work toward a better “Starbucks experience.” In the years leading up to 2008, Starbucks grew rapidly at a rate no one expected. Because of this, the company was hit hard during the 2008 recession. One of the best ways for Starbucks to improve its image is to strive to return to the original "Starbucks experience." One of the biggest problems Starbucks is currently facing is the watered-down “Starbucks experience.” Over the years, the baristas and atmosphere of Starbucks locations have lost the appeal they originally possessed. The baristas who work at Starbucks have lost their personal touch of customer service, as well as the connection that should be made with customers. If baristas learned how to properly prepare filter coffee, engage the customer, talk to them about the product they are consuming, etc., then the company could bring back the original vision. A passionate barista who knows the product has the ability to teach consumers and share the craft of coffee roasting. Another problem that has occurred over the years is the lack of pos...... middle of paper ......o open stores where they didn't have one before, not only the company will increase its presence, but it will also not compete with other Starbucks stores. In North Carolina, Starbucks is expected to open locations in Asheboro, Lexington, and Clinton, to name a few. These are towns that do not currently have a Starbucks store nearby and could benefit from introducing Starbucks to the community. For Starbucks to recover from the problems it encountered in 2008, the company must strategically place new locations, bring back the coffee shop experience customers have come to expect, while limiting the product offerings they currently offer. . If the company could implement these changes, then Starbucks could bring back the original vision of providing a quality experience to the people who matter most to them; their customers.