P.J. O'Rourke reviews a new book about the rise of the coffee chain Starbucks in this week's New York Times Book Review. O'Rourke doesn't much like the book under review but he does provide this great quote from the book:
Howard Schultz, [Starbuck's] chairman, [ says]:
“People weren’t drinking coffee. … So the question is, How could a company create retail stores where coffee was not previously sold, … charge three times more for it than the local doughnut shop, put Italian names on it that no one can pronounce, and then have six million customers a week coming through the stores?”>