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Why Starbucks’ Bakery Purchase Is Brilliant: Greenberg
CNBC.com | June 05, 2012 | 12:35 PM EDT

Right about now, with Starbucks, this market is showing how stupid it can be and how it is almost always all about the short-term trade.

After the market’s close Monday Starbucks announced plans to spend $100 million to buy the 19-unit La Boulange bakery chain.

Coming on the heels of the company’s purchase last year of Evolution Juice, the buzz was: Boy, to turn that into a national chain will sure take a bunch of money.

Indeed it will — and the company said it will even be dilutive to earnings for a bit.

Perish the thought! And that’s just what Wall Street wants to do. “We struggle with a dilutive deal because it suggests both aggressive spending as well as a lack of operating income from the current business,” said Bank of America analyst Joseph Buckley in a note to investors.

For traders, maybe, but for investors: Isn’t Starbucks doing what companies are supposed to do — especially if their core business is on the verge of maturing?

Starbucks has done an excellent job expanding into consumer packaged goods (supermarkets) and retooling its own stores. It has tinkered with line expansions — via, the most notable — and it will soon be rolling out its own single-serve coffee system.

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