It was the year 1983, Howard was a young man, walking through the streets of Milan and Verona. As Howard Schultz would put it, he became “enamored” by the coffee experience people had in the Italians bars.
Places where the Barista knew the name of each person entering it and the coffee experience was about more than just a cup of coffee, it was about creating this sense of community. That’s how Howard Schultz set to bring that same experience back in the US.
At that time, in 1983, Starbucks had three stores in Seattle. However, it wasn’t serving any beverage, but only coffee to bring home. When Howard looked at the way Italian experienced coffee, he understood the real segment of the business that could have made Starbucks truly successful was serving coffee directly to consumers.
The objective was to replicate the Italian experience back in the US. Thus, making Starbucks – in the words of its founder – the third place between work and home.
As specified in its annual report its mission is to provide the so-called Starbucks Experience, consisting in “superior customer service and a seamless digital experience as well as clean and well-maintained stores that reflect the personalities of the communities in which they operate, thereby building a high degree of customer loyalty.“
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