Starbucks, the premier coffee chain, has revamped its strategy in the past year by opening juice bars, introducing a blonde roast coffee, and even offering alcohol, live entertainment, and savory dishes at some of its US locations. This strategy appears to be an effective response to McDonald’s efforts to appeal to more coffee drinkers. Where Starbucks really shines, however, is in engaging its customers and improving their online and in-store experiences. New digital initiatives include an improved mobile and tablet website that enables fans to design, customize, and share coffee-related content online. Recent service innovations include Starbucks’ US partnership with Square, an electronic payment service. The partnership allows for mobile payments in-store, and its Mobile Pour scooter-based delivery service supports customers who are on the move. The deal seems to have struck a chord with Starbucks’ tech-savvy consumers. Social media commentary shows that they are excited about getting coffee “without waiting on enormous lines.” The brand continues to expand internationally, and entered the Indian market this year — positive steps towards its goal of generating half of its revenues outside the US.