Overseas, though, the whole Starbucks package seems new
and, to many young people, still very cool. In Vienna, where
Starbucks had a gala opening for its first Austrian store, Helmut
Spudich, a business editor for the paper Der Standard, predicted
that Starbucks would attract a younger crowd than the established
cafés. “The coffeehouses in Vienna are nice, but they are old. Starbucks is considered hip,” he says.