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星巴克CEO舒尔茨(Howard Schultz)在接受CNBC采访时说:“我对经济状况保持谨慎乐观的态度。虽然失业和债务都处于高水平,但消费者仍然照常消费,我们今年的美国业务将和去年一样好。”星巴克计划今后5年在美洲至少新开3000家连锁店,2015年底前在中国大陆新开1500家。星巴克设法继续实现与竞争对手的差异化。近日,公司宣布在哥斯达黎加购买首个咖啡农场。舒尔茨称该农场将用作示范农场,向全球其他咖啡农场主传授高端可持续种植技术。
In an interview with CNBC, Howard Schultz, Starbucks CEO, said: “I’m cautiously optimistic about the state of the economy, and despite the high levels of unemployment and debt, consumers are still spending as usual, and our U.S. business this year will Just as good as last year. ”Starbucks plans to open at least 3,000 new stores in the Americas for the next five years and a further 1,500 in mainland China by the end of 2015. Starbucks managed to continue differentiating itself from its competitors. Recently, the company announced the purchase of its first coffee farm in Costa Rica. Schultz said the farm will be used as a model farm to educate other coffee farmers around the world about high-end sustainable plantings.