Colombian coffee growers hope retail shops will keep them in beans

"Starbucks sells an experience," Silva said. "It's almost like a social place where you go there and meet your friends and read the paper and have some milk with coffee. They are not maximizing the potential of the pure coffee experience. Our stores are going to be much more down-to-earth -- less opportunities for social interaction. It's not going to be a gathering place, it's going to be a place to get superior coffee, the best coffee in the world."