New York and the East Coast, in general, comprise a mostly brewed coffee market, so offering the stripped-down menu in the financial district makes more sense than it might in other places.Another example of Starbucks' fragmentation strategy is the expansion of drive-thru stores, which now make up 40% of locations in the U.S. alone.Those stores are meeting the needs of customers who want the convenience of getting their order without leaving their car. Starbucks plans to open four more express stores in New York this year, and will launch a delivery pilot program later in 2015, bringing drinks to customers inside the Empire State Building. At least 20 other Starbucks locations can be found in New York's financial district, a sign of high demand, and the success of the express store could allow the company to open many others in high-density locations.