Anyone could have taken a shot of espresso and added steamed milk to it, but Starbucks was smart enough to sell it as latte and produce it--and everything else--consistently and well.

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It grinds beans to order and dispenses coffee, espresso or ristretto, one or two cups at a time.

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It too serves nothing but hand-brewed coffee and espresso in utterly stripped back and minimalist surroundings.

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Thereafter the bid city theme and the messaging needs to be emotive like an espresso coffee, simple, relevant and inspiring to those behind the bid, the population it represents, especially the athletes.

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