C9. Even though Starbucks has succeeded in creating a homely atmosphere in their shops, some customers feel the coffee company have become the coffee equivalent of fast food as every single store in the world looks the same. Starbucks wasted no time to react to this. The company has since then opened eighteen different design stores across the globe. Designers travel to these locations to find out how to mix the brand’s own design with the local culture. Also, they are providing drinks and desserts suited to local taste. What is Starbucks’ international business strategy?