星巴克新战略：改名和卖酒

 　　Starbucks Corp. is at it again. This time the coffee giant plans to remove its name from one of its Seattle-area stores and add alcohol to the menu, the Associated Press reported.

　　星巴克公司再出新招。据美联社报道，此次这个咖啡巨头打算将西雅图一家店的店名撤换，并且在菜单上增加酒类。

　　The store will be called 15th Avenue Coffee and Tea and is set to open next week with a wine and beer offering in addition to coffee. The company also plans to open to two additional stores without the Starbucks name, and if the concept takes off, will consider expanding it to other areas.

　　这家店将取名为“第15大街咖啡与茶”，定于下周开张，除了咖啡之外还将供应红酒和啤酒。公司还计划再开两家不带“星巴克”招牌的店，如果这种理念能被接受，将会考虑推广到其它地区。

　　Starbucks is scheduled to report its fiscal¹ third quarter financial results on Tuesday and analysts² have largely predicted another sales decline, thanks to competition from lower-priced rivals, including McDonald's, whose McCafé line is in full swing.

　　星巴克定于本周二公布其第三季财报，由于对手的低价竞争（包括麦当劳，其麦咖啡现在销售火爆），分析师大都预测其营业额会再次下降。

　　Andrew Hetzel, the founder³ of coffee consulting group Cafemakers, told the Associated Press that Starbucks might be renaming the stores to provide a testing ground for changes and, possibly, to draw a new brand of consumer. "It looks to me that they are testing a specialty⁴ sub-brand to see if they can capture some other segment of the market that would otherwise be disillusioned⁵ by a large corporate⁶ chain," Hetzel said, adding that opening only one at first "gives them a live shop to test changes in menu offerings, store design and, perhaps, procedures quickly" without disrupting operating stores branded with the Starbucks name.

　　咖啡咨询公司Cafemakers的创始人安德鲁·黑泽尔在接受美联社采访时称，星巴克可能通过为门店改名来给公司变革提供一个试验场，或者来吸引新的消费者。“在我看来，他们是在测试一个专业子品牌，来看看是否可以抓住一些其它的细分市场--一块曾被大型连锁店所抛弃的市场。”黑泽尔补充道，先开一家店“给了他们一个活生生的地方来快速测试菜单、店面设计，以及流程”，却不会影响现有的“星巴克”连锁店的营业。

1 fiscal   

adj.财政的，会计的，国库的，国库岁入的

参考例句：

• The increase of taxation is an important fiscal policy.增税是一项重要的财政政策。
• The government has two basic strategies of fiscal policy available.政府有两个可行的财政政策基本战略。

2 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

3 Founder   

n.创始者，缔造者

参考例句：

• He was extolled as the founder of their Florentine school.他被称颂为佛罗伦萨画派的鼻祖。
• According to the old tradition,Romulus was the founder of Rome.按照古老的传说，罗穆卢斯是古罗马的建国者。

4 specialty   

n.(speciality)特性，特质；专业，专长

参考例句：

• Shell carvings are a specialty of the town.贝雕是该城的特产。
• His specialty is English literature.他的专业是英国文学。

5 disillusioned   

a.不再抱幻想的，大失所望的，幻想破灭的

参考例句：

• I soon became disillusioned with the job. 我不久便对这个工作不再抱幻想了。
• Many people who are disillusioned in reality assimilate life to a dream. 许多对现实失望的人把人生比作一场梦。

6 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。