[gtd]

> In the same way that BMW is a luxury brand, except to those who want to buy Ferrari and Bently. These people have even more money to spend and are not receptive to Starbucks.

Starbucks / Blue Bottle makes even more sense considering that BMW is already a driver's car. The driving experience is at best marginally better by going to Ferrari. Whereas Starbucks is anything but a coffee drinker's coffee. People go there more for a caffeinated treat vs being into coffee per se. If Starbucks started producing the lighter roasts and more subtle flavors that coffee drinkers value, it wouldn't work with the heavy cream and sugar. So the whole Blue Bottle philosophy dovetails nicely. That said, they'd need to keep the association under wraps to avoid frightening away the coffee snobs.