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1987年,通用食品公司、宝洁公司和雀巢公司几乎占领了美国咖啡市场的90％,它们并不担心新兴公司有可能会抢走它们的市场份额。当这3个巨头仍像往常一样做着生意时,明星咖啡连锁公司认识到顾客购买咖啡时优先要考虑的事情已发生了变化,这家公司因此找到了生财之道。咖啡巨头们没有意识到的是,顾客愿意多花一倍的钱购买精咖啡,而新的优先考虑对象是咖啡的质量。到1993年,明星和类似的公司占领了美国咖啡市场的22％,雀巢公司们则损失巨大。
In 1987, General Foods, Procter & Gamble, and Nestle took up almost 90% of the U.S. coffee market, and they were not concerned about the potential for emerging companies to snatch their market share. As the three giants were still doing business as usual, Star Coffee Chain realized that priorities for customers to buy coffee had changed, and the company found the money. What the coffee gurus do not realize is that customers are willing to spend twice as much money on fine coffee and the new priority is on the quality of coffee. By 1993 celebrities and similar companies had occupied 22% of the U.S. coffee market, and Nestlé suffered huge losses.