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President wants everyone but himself to pay more
Topic - Cliff Burrows
"We recognized the unmet consumer need for a super-premium light-roast coffee, and our coffee developers went to work to craft a great-tasting, quality lighter-roast coffee we are proud to stand behind," Cliff Burrows, president of the Americas for Starbucks, said. "This is a significant opportunity for Starbucks to gain a greater share of the brewed coffee market both in our stores and down the coffee aisle."
Cliff Burrows, who heads Starbucks' domestic business, said the problem wasn't that Starbucks was oversaturated, but that the company hadn't been careful about its store openings.