一詞日曆：星巴克碰上新強敵，巧克力貴族Godiva
2019.05.07
週二 Tuesday
decadent /ˈdɪˈkednt/
adj. 墮落的，頹廢的
圖片來源：視覺中國
Starbucks has over 30,000 retail stores in 78 countries around the world. In the United States, which hosts about half of those cafes, it's not uncommon for the chain to have multiple locations in a town, or even dozens in a large city.
星巴克在全球78個國家擁有3萬多家零售店。在擁有其中一大半的美國，這個連鎖品牌在一個城鎮擁有多個分店，甚至在大城市擁有幾十家分店都很常見。
This seems like a pretty big barrier to entry, but the coffee business continues to attract new rivals. Chains like McDonald's and Burger King have made efforts to step up their coffee games, and even 7-Eleven has a new prototype store that includes a Starbucks-like cafe.
這似乎是一個相當大的進入壁壘，但咖啡業務還在繼續吸引新的競爭對手。麥當勞和漢堡王等連鎖企業都在努力提高咖啡遊戲的難度，甚至7-11也有了一個新的概念店，其中就帶有一家星巴克式的咖啡館。
Now, another well-known brand has decided that cafes are a big part of its future, and the company isn't deterred by the huge lead Starbucks holds.
現在，另一個知名品牌已經決定，咖啡館是其未來的重要組成部分，而星巴克擁有的巨大領先優勢並沒有阻止該公司的腳步。
Godiva, the privately held chain known for its mostly mall-based chocolate stores, plans to open 2,000 cafes in the next five years, according to the Associated Press. About a third of those will be in the U.S.; the first just opened in Manhattan.
據美聯社報道，私營連鎖企業Godiva計劃在未來五年內開設2000家咖啡館。其中約三分之一將在美國；第一家剛剛在曼哈頓開業。
The locations won't just sell chocolate, or the ice-cream confections some offer now. They'll be full, sit-down cafes with an expansive coffee menu, the AP said. They will also offer something called the "croiffle," a cross between a croissant and waffle pressed on a waffle iron, with fillings including chocolate or cheese.
這些店不僅賣巧克力，或是一些冰淇淋甜點。據美聯社報道，屆時將會是座無虛席的堂食咖啡館，提供豐富的咖啡菜單。他們還提供一種叫做“croiffle”的東西，一種介於牛角包和壓在華夫餅鐵上的華夫餅之間的東西，餡料包括巧克力或奶酪。
It's easy to see why Godiva wants to go after this model. The company's current stores are somewhat limited when it comes to repeat visits. Even locations that offer ice cream, shakes, and chocolate-dipped items are still somewhat special-event spaces, because their menu is quite decadent.
很容易理解爲什麼Godiva想要追求這種模式。該公司目前門店的問題是顧客消費頻率受限。即使是提供冰淇淋、奶昔和巧克力醬的店，也仍然是被看做是有特別事件纔去的店，因爲他們的菜單相當弱。
今日詞彙
decadent /ˈdɪˈkednt/
adj. 墮落的，頹廢的
decadent and corrupt，腐化墮落的
這個單詞的前半截是decade（十年），但它同decade或陳奕迅都沒什麼關係。
declining是它表親，表示“傾斜的，衰退中的”。如a declining industry衰落的產業。
