Jet lag woke me early so I went for a run. Then I needed a reviving coffee so I went to Caribou Coffee. It was nice. Friendly. Welcoming. And somehow completely pointless. Their entire brand vision seems to be 'we're like Starbucks but from one state up'. (Alaska). Everything feels the same, but slightly, slightly different. There's nothing wrong with it but it's depressingly unimaginative. There must be some other way to do a coffee shop than a complete replication of Starbucks.
Or maybe I'm missing something.
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