Starbucks' World of Difference

For some tourists, visiting Starbucks in New York offers a bigger jolt than a double latte.

Local coffee houses with the green mermaid logo don’t boast chandeliers like Starbucks’ shops in Paris or the large spaces the company’s Chinese customers favor. Bulgarian tourists might scoff at the lack of a wait staff, while Russians might look for the board games – and the fireplace.

The differences between Starbucks outlets in various countries, some analysts say, represent the main challenge to the company’s international growth strategy: balancing the expectations of both globetrotting and local customers.