9.
The key to Starbucks' phenomenal success is the consistent high quality
and
reputation
of its fresh roasted specialty coffees, brewed coffee and espresso beverages and
the
other
products and services it provides. Starbucks has a reputation for excellence,
particularly in
the
area of roasted coffees and coffee beverages, and is widely recognized for its
knowledgeable
staff
and superior service.
The
Starbucks® Trademark
10.
For more than 25 years, Starbucks has used the trademark "Starbucks®"
(the
"Starbucks
Mark") both to identify its goods and services and as the name of the
company. The
Starbucks
Mark is the subject of more than 56 trademark registrations issued by the United
States
Patent and Trademark Office, and has been registered in more than 105 foreign
countries.
11.
Starbucks has spent substantial time, effort and money advertising and
promoting
the
Starbucks Mark throughout the United States and elsewhere:
(a) Starbucks
owns, or operates through affiliates and licensees, more than
3,523
retail stores in North America. These stores - which are visited by more than
10.9 (total)
million
customers per week - carry a full line of coffee, cappuccino, espresso-based
beverages
and teas brewed and served on premises; blended beverages,
up to 30 different varieties of
Starbucks® brand roasted coffees; baked goods and
confections; and other branded merchandise.
Each store prominently displays the Starbucks Mark on
exterior signage and at multiple locations
within the store.
(b) Starbucks
has licensed Host Marriott Services Corporation to operate
more than 152 coffee kiosks ("Starbucks Kiosks")
in major airports in the U.S. and Canada. The
Starbucks Kiosks sell Starbucks® brand coffees
and other beverages prepared on site in
accordance with strict beverage preparation and quality
control procedures established by
Starbucks, which are intended to maintain the high and
consistent standards imposed by
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