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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个国家拥有3万多家零售店。在拥有其中一大半的美国，这个连锁品牌在一个城镇拥有多个分店，甚至在大城市拥有几十家分店都很常见。
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.
这似乎是一个相当大的进入壁垒，但咖啡业务还在继续吸引新的竞争对手。麦当劳和汉堡王等连锁企业都在努力提高咖啡游戏的难度，甚至7-11也有了一个新的概念店，其中就带有一家星巴克式的咖啡馆。
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.
现在，另一个知名品牌已经决定，咖啡馆是其未来的重要组成部分，而星巴克拥有的巨大领先优势并没有阻止该公司的脚步。
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.
据美联社报道，私营连锁企业Godiva计划在未来五年内开设2000家咖啡馆。其中约三分之一将在美国；第一家刚刚在曼哈顿开业。
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.
这些店不仅卖巧克力，或是一些冰淇淋甜点。据美联社报道，届时将会是座无虚席的堂食咖啡馆，提供丰富的咖啡菜单。他们还提供一种叫做“croiffle”的东西，一种介于牛角包和压在华夫饼铁上的华夫饼之间的东西，馅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.
很容易理解为什么Godiva想要追求这种模式。该公司目前门店的问题是顾客消费频率受限。即使是提供冰淇淋、奶昔和巧克力酱的店，也仍然是被看做是有特别事件才去的店，因为他们的菜单相当弱。
