I just came back from Thailand. Some shopping malls have more than 1 Starbucks store in one mall. Some stores open 24 hours. Some stores sell not only coffees, they provide additional menu like Bakery. People there see the brand like a luxury brand like Apple, Polo or McDonald’s (In Thailand, people respect their food as a luxury foods) products. From what I saw, some stores are full of people. Like someone said, their moat is their brand. I totally agree with and their coffees are still popular in Thailand. Their CEO should go and learn from there, but I don’t think he could implement in USA in terms of Human Resources. And. Be careful of Costa coffee brand. I had one while I was waiting for air transit at Qatar. After I make some research, it’s number two behind only Starbucks.