Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
Sentiment: NEGATIVE
We think of Starbucks not as a coffee company but a media company.
The response to the Starbucks brand has been phenomenal in our international markets.
The Starbucks brand has shifted over time from being a specialty brand to being more of a mass brand. There is a gap at the top of the market.
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.
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.
Starbucks has a role and a meaningful relationship with people that is not only about the coffee.
The growth of the company and the license that Starbucks has is to participate in other food and beverage opportunities. We have a global business... and in many parts of the world, tea is much, much bigger than coffee, and we're going to bring tea and bring our capability and our understanding of what we've done for coffee to tea.
Starbucks is committed to evolving and enhancing our customer experience with innovative and wholesome food offerings.
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.
People around the world, they want the authentic Starbucks experience.
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