星巴克想了個辦法把東西賣更貴，你願意掏錢嗎
2019.02.07
週四 Thursday
fancy /'fænsi/
adj. 酷炫的
It was supposed to go like this.
事情就是這樣。
The Starbucks you know would carry on being the Starbucks you know, except that it wanted you to know it more often.
你所熟知的那個星巴克依舊會是你熟悉的那個星巴克，只不過它會希望你更常記起它。
The coffee chain intended to lure you in for lunch as well as breakfast. It wanted you to believe it was keeping up with at least some of the changing tastes.
這家咖啡連鎖店不光希望引誘你去吃早餐，現在還希望讓你去吃午餐。它希望你認爲它能趕得上人們胃口的變化，至少是一部分變化。
But if you were a Millennial, or merely (thought you) had a slightly superior palate, it wanted you to switch to a new, fancier version of Starbucks. This was called Starbucks Reserve.
但如果你是80後、90後，又或者僅僅是覺得自己有味覺上的優越感，那星巴克就希望你能轉而光顧一個更新、更高端版本的星巴克。它叫做“星巴克臻選”。
It would be reserved for more discerning types, those who were prepared to spend $10 for a coffee whose beans had been trodden on by the pedicured feet of peasants who live in the clouds and never talk to strangers.
它是爲那些更識貨的人臻選的，也就是那些願意花60多塊錢買一杯咖啡的人；這些咖啡的咖啡豆可能是由農民用腳進行過踐踏處理的，這些農民的腳經過了精心護理，而且他們住在雲中仙境裏、從來不和陌生人說話。
That was the vision presented just a couple of years ago by former CEO Howard Schultz. He promised there'd be 1,000 of these glorious tasting rooms by the end of 2017.
這就是幾年前由前CEO霍華德·舒爾茨提出的願景。他承諾，到2017年底會有1000家這樣的豪華品鑑門店。
But here we are in 2019. Millennials have less money than everyone hoped they'd have.
不過，現在我們已經到2019年了，而80後、90後手上的錢比很多人希望的要少。
And Schultz's successor, Kevin Johnson, has decided that there will be, oh, only six to 10 of these Reserve stores for now.
舒爾茨的繼任者凱文·約翰遜則決定：現在的臻選店有6到10家就好了。
As The Wall Street Journal reports, Johnson has sniffed the poshification of Starbucks and decided it's not really for him. He told the Journal:
正如《華爾街日報》報道的，約翰遜早就嗅到了星巴克精品化的趨勢，但他覺得這不是他需要的。他對日報說：
One thousand was an aspiration. And six to 10 sounds like desperation. I worried when Schultz said the Starbucks brand could ascend to the levels of high-quality wine, there to be sniffed, sipped, and savored. At the time, I feared it would be like McDonald's suddenly offering a $10 burger.
1000家店確實是一種抱負，而6到10這個數字聽起來似乎很絕望。當舒爾茨說要讓星巴克上升到高端紅酒的高度，說要讓顧客去嗅氣、去嘗、去品，我是感到很擔憂的。我當時擔心的是，這似乎就像是麥當勞要賣60多塊錢的漢堡。
今日詞彙
fancy /'fænsi/
adj. 酷炫的
fancy 是一個比較口語的詞彙，總體來說表示“酷炫的”、“很不錯的”、“很討人喜歡的”、“有點高端你的”等等意思。
That store is filled with all kinds of fancy goods.
那家小店裏淨是各種精美的小商品。
They added a lot of fancy footwork to the dance.
他們給這個舞蹈增加了許多複雜的舞步。
That is a fancy restaurant with fancy prices.
那家餐廳很豪華，價格也很豪華。
