By J.F. The Economist November 22, 2012 YOUNGER Americans will have to take our word for it: there was a time, way back when Ronald Reagan was president, when your countrymen ordered coffee by simply asking for “coffee”. Ordering a “venti skinny chai latte” or a “grande chocolate cookie crumble frappuccino” would have earned, at best, a blank stare. But that was before Howard Schultz took Starbucks from a single coffeehouse in downtown Seattle to a chain with more than 17,000 shops in 55 countries. The chain grew so quickly, and in some areas seemed so ubiquitous, that as early as 1998 a headline in The Onion , a satirical American newspaper, joked, “New Starbucks Opens in Rest Room of Existing Starbucks”. After suffering through lean years in 2008 and 2009, the company is again going strong. In the 2011 fiscal year the company served 60m customers per week—more than ever. It also had its highest-ever earnings-per-share ($1.62) and global net revenue ($11.7 billio...