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1、“星巴克”的经营哲学：揭秘难以捉摸的小杯装卡布基诺StarbucksEconomics:Solvingthemysteryoftheelusive"short"cappuccinoHere'salittlesecretthatStarbucksdoesn'twantyoutoknow:Theywillserveyouabetter,strongercappuccinoifyouwantone,andtheywillchargeyoulessforit.AskforitinanyStarbucksandthebaristawillcomplywithoutbattingane
2、ye.Thepuzzleistoworkoutwhy.2Thedrinkinquestionistheelusive"shortcappuccino"—at8ounces,athirdsmallerthanthesmallestsizeontheofficialmenu,the"tall,"anddwarfedbywhatStarbuckscallsthe"customer-preferred"size,the"Venti,"whichweighsinat20ouncesandmorethan200caloriesbeforeyouaddthesugar.3Theshort
3、cappuccinohasthesameamountofespressoasthe12-ouncetall,meaningaboldercoffeetaste,andalsoabetterone.TheWorldBaristaChampionshiprules,forexample,defineatraditionalcappuccinoasa"five-tosix-ouncebeverage."Thisisalsothesizeofcappuccinoservedbymanycontinentalcafés.Withinreason,theshorterthecappuc
4、cino,thebetter.4在星巴克，如果你开口询问，他们会毫不犹豫地用便宜的价钱提供一杯品质更好，更香浓的卡巴基诺咖啡给你。这款咖啡就是神秘的8盎司“short”cappuccino。分量比咖啡牌上显示的最小的12盎司的tall要少了足足三分之一，而比起星巴克的推介，20盎司的”VENTI”来更是不足为道。不过，它所含的espresso却和12盎司的咖啡是完全一样的，换句话说，它的品质和浓度都是最好的。5Theproblemwithlargecappuccinosisthatit'simpossibletomakethefine-bubbledmilkfroth("m
5、icrofoam,"inthelingo)inlargequantities,nomatterhowskilledthebarista.A20-ouncecappuccinoisanoxymoron.HavingsampledtheshortcappuccinoinanumberofStarbucksacrosstheworld,Icanconfirmthatitisabetterdrinkthanthebucketsofwarmmilk—toppedwithaveneeroffroth—thatthecoffeechainadvertisesonitsmenus.6卡巴基
6、诺不能把尺寸做大，是因为奶末在技术上是不可能大量生成的，再好的咖啡师都做不到这点。所以20盎司的卡巴基诺基本上只是一个噱头。这个小杯的卡巴基诺要比星巴克餐单上的任何一款都要好。7Thissecretcappuccinoischeaper,too—atmylocalStarbucks,$2.35insteadof$2.65.Butwhydoesthischeaper,betterdrink—alongwithitssisters,theshortlatteandtheshortcoffee—languishunadvertised?TheofficiallinefromSta
7、rbucksisthatthereisnoroomonthemenuboard,althoughthisdoesn'texplainwhytheshortcappuccinoisalsounmentionedonthecomprehensiveStarbucksWebsite,norwhythebaristaswillserveyouinawhisperratherthantheusualpracticeofsingingyourordertotheheavens.8而这么好的东西实际上卖的还很便宜，在TIM居住的
