PJ BLOGGER

Starbucks looks to close WILSEY Square store in Ridgewood

In Uncategorized on July 21, 2008 at 11:25 am

On target for closing

NEW JERSEY

13581 HAMMONTON NJ 80 S WHITE HORSE PIKE HAMMONTON NJ

7563 NEWARK/BROAD ST 744 BRD ST NEWARK NJ

13499 RIDGEW00D 10 WILSEY SQUARE RIDGEWOOD NJ

13298 WEST BELT PLAZA 57 ROUTE 23 S WAYNE NJ

10327 WILLINGBORO 4364 ROUTE 130 N WILLINGBORO NJ

So lets take a look at Starbucks is it just another case of over expansion or perhaps a bad economy eating into consumer spending or is there something even more fundamental?

First some history,

For years I have used something called the “Starbucks test” to gauge the economic vitality of potential clients. The test simply says, the more expansive the coffee chosen by a particular consumer the lower there prospective net worth. The theory is simple the less money you have the more significant short term gratification plays in your consumption. People with more substantial net worth have many avenues in which save and spend and self actualize or feel significant. Let’s face it $10 bucks maybe a lot for coffee but to tuck $10 away for a rainy day is not nearly as gratifying. People with less means get a so much greater feeling of significance spending the money right away instead of saving it .That $10 bucks for a rainy day, that in the end is still only $10 ,which saved or not still hardily amounts to anything.

Since Starbucks has in my view lost its way ,the “Starbucks test” is no longer as valid as it once was.

In my view Starbucks is struggling because of 2 basic reasons 1) is over expansion ,enough said that seems obvious to most of us and 2) and significantly more serious, abandoning the “coffee house” look for the typical “sandwich shop” knock off look. The mass produced “coffee house” look was what made Starbucks ah Starbucks , and with out it ,its just not Starbucks .The fact that they continue to worry that Mac Donald’s selling better coffee is proof positive that the company has lost its way.

James J Foytlin
Horwitz & Associates
54 Washington Place
Ridgewood NJ 07450
toll free 1(866)492-3959
phone 1(201)301-2780
cell 1(201)966-7788

*this is not a recommendation, solicitation, offer it is the opinion of the author and only the author.

J&R Computer/Music World

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  1. Who cares, I don’t drink coffee and if I did, I wouldn’t pay 4 bucks for a cup no matter how much money I had.

  2. I always thought that that location was redundant.

  3. 12:12 PM hit the nail on the head! For what possible reason did we need two Starbucks in Ridgewood for? I think the company opened way too many stores far too close to each other.

  4. yes, 12:51…their new CEO just figured that out…
    I think they thought they would capture the train commuting crowd..their thinking was wrong…

  5. “The theory is simple the less money you have the more significant short term gratification plays in your consumption.”

    This is a dopey theory. What if I just like strong coffee, and Starbucks is the strongest I can find? To wit, if one Starbucks grande equals two mediums from another place for caffeine content, I’m ahead of the game. What if convenience of location plays a role in the purchase decision? What if I’m interested in a really cute/hot barista who works at my Starbucks of choice? What about the availability of Wi-Fi? I like that and all coffee places don’t have it. What about if I knew my favorite mystery writer writes a lot of his stuff in my favorite Starbucks? What if I knew I could get a really good deal on a car by talking to a guy who hangs around Starbucks? Lots more goes into my coffee purchase decision than you’re giving me credit for.

  6. 8:31 –

    What if you are a dope?

  7. “dopey theory”

    “dope”

    You guys listen to Mark Levin too much.

  8. 10:00

    What if you got a sense of humor?

  9. 407 thank me

  10. 831 I think the original post was refering to those silly $10 coffee like drinks not real coffee

  11. 5:38 PM –
    Why don’t you say anything funny?
    (Like 4:07 and (especially) 7:20 did.)

    I got a chuckle out of 4:07 and LOL with 7:21.

  12. 4:07 — “Get off the blog, you big dope!”

    🙂

  13. Does any one care about this besides Starbuck’s shareholders?

  14. 1121 hummm another genius…try the employees ,shareholders, the landlord ,the customers ,the tax collector and so on and so on and so on…

  15. now i can make it a go,go bar.

  16. Tax collector, 11:29?

    Give me a break. A new business will open there soon enough. That is if the landlord isn’t a greedy pig (like the fellow who owns the building on the SE corner of Ridgewood Ave and Broad Street).

    Customers? If the store had customers, it wouldn’t be closing.

    As for employees, what is this France? Everyone is guaranteed lifetime employment.

    The only thing you wrote that made sense was a repeat of my statement in reference to stockholders. Who will be better served by one less store losing money.

    So, take your socialist agenda and scram.

  17. a new biz yea right in new jersey? i dont think so

  18. take your socialist agenda and scram

    so it dosnt matter to the people who lose there jobs? thats a socialist agenda? hummmm btw the banna republic of new jersey is much worse than France …

  19. i think it would a nice spot for a bank and they could still serve coffee ….

  20. MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS MORE BANKS

  21. “so it dosnt (sic) matter to the people who lose there jobs?”

    Ah, come on 2:39 PM, of course it matters. But in a capitalist economy that is how it works.

    Are you trying to tell us that the kids who worked there wont be able to find other employment?

    Is it really a zero sum game to you?

    And you wonder why I called you a socialist.

    Just for the record, NJ is known as the Louisiana of the North, not because its socialist but because it is sooooo corrupt.

  22. Louisiana’s corrupt too?

    I thought they were just inept.

  23. 6:22 you are very angry and judgmental. Maybe you would better serve your community by taking some of that angry energy and doing some good with it. Insulting people and name calling is not productive. Run for office and get rid of the corruption. cheers.

  24. 10:30am wrote, “6:22 you are very angry and judgmental.”

    Really? Where do you assume anger in my statement of facts?

    Judgmental. That I am guilty of.

    I made a judgment, based one your writing and sympathies, that you are a socialist. Am I wrong when you bemoan the loss of jobs for teens working at Starbucks?

    I’ll bet you support a minimum wage increase despite all evidence that it constricts job opportunities for young adults.

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