A Quote by Howard Schultz
When I returned as CEO in 2008, Starbucks had forgotten that meaningful innovations balance an organization's heritage with modern-day relevance and market differentiation, so we had to reorient. In one brainstorming session, we visited and observed great retailers, then asked ourselves, 'If Starbucks did not exist, what type of coffee experience would we create?
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During my breakdown, many things, tiny things I had not even registered before, had begun to torment me with guilt. I used to steal Splenda from Starbucks. I would go into a Starbucks whenever I needed the sweetener and would take a fistful of packets, even when I didn't buy a coffee.
I think people will walk into the Starbucks store and overnight recognize the significant difference between what Starbucks represents day-in and day-out and all the other coffee companies that have been serving coffee in India for so many years.
I've seen the end of the universe, and it happens to be in the United States and, oddly enough, it's in Houston, Texas. I know - I was shocked, too. Imagine my surprise when I left a comedy club one day and walked to the end of the block, and there on one corner was a Starbucks, and across the street from that Starbucks, in the exact same building as that Starbucks, there was - a Starbucks. I looked back and forth, thinking the sun was playing tricks with my eyes. That there was a Starbucks across from a Starbucks - and that, my friends, is the end of the universe.
A group of protesters who are very unhappy at the rapid expansion of Starbucks have been repeatedly smashing the windows of a Starbucks store in Maine. Customers say it's been really inconvenient because, several times now, they've had to use the Starbucks across the street.
When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.
My favorite Starbucks is nice - Omaha Starbucks stores tend to be friendlier than big-city ones, and the baristas are especially lovely at mine - but it's still a Starbucks.
Starbucks was founded around the experience and the environment of their stores. Starbucks was about a space with comfortable chairs, lots of power outlets, tables and desks at which we could work and the option to spend as much time in their stores as we wanted without any pressure to buy. The coffee was incidental.
I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not achieved what we have, there would have been many regional brands that would have succeeded. But I'm not sure there would have been a national brand of the scope of Starbucks.
Starbucks has a role and a meaningful relationship with people that is not only about the coffee.
I'd go to Starbucks and order a frappuccino and blueberry muffin and that was me for the day. Not only would I beat myself up internally if I consumed anything else, I'd be in a foul mood if we were working somewhere there was no Starbucks. It was an obsession - and a deeply unhealthy one.
People don't go to Starbucks for the coffee - of that I'm pretty sure - they go for the atmosphere, they go for the 70 decibels, they go for the Starbucks effect.
Starbucks goes to a great effort, and pays twice as much for its coffee as its competitors do, and is very careful to help coffee producers in developing countries grow coffee without pesticides and in ways that preserve forest structure.
Certainly the caffeine in coffee, whether it's Starbucks or generic coffee, is somewhat of a stimulant. But if you drink it in moderation, which I think four or five cups a day is, you're fine.
I left Starbucks in 2015. When I was younger, I remember looking at Justin Bieber and wishing I had all these fans, but you know what? Everyone has their path, everyone's path is different, and this is where mine's going. I just didn't want to work at Starbucks. I wanted to be writing music all the time.
I am concerned about any attrition in customer traffic at Starbucks, but I don't want to use the economy, commodity prices or consumer confidence as an excuse. We must maintain a value proposition to our customers as well as differentiate the Starbucks Experience. That is the key.
If you had a Starbucks that never sold coffee, you wouldn't keep the site open. It's not that we're abandoning sites, but we're saying, 'Let's go where there's HIV, focus our resources there.'
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