Starbucks has opened 18 design studios around the world to help localize the mega-coffee brand’s stores. In an article at Motley Fool, Ted Cooper explains that the standardized look and feel lessened the appeal of Starbucks stores: they seemed too much like any other mass chain, fast food for coffee.

The new approach allows each Starbucks location to adapt their design and colors to local preferences. for example, in a Colorado ski resort, the store blends in with the other buildings, a New Orleans location is decorated with local art, and Mexican and Chinese stores allow for different social interaction than those designed for Americans.

Read the entire article for more examples of how Starbucks manages to balance its global expansion and appeal with carefully executed localization.

 

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