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.
Sentiment: NEGATIVE
The response to the Starbucks brand has been phenomenal in our international markets.
We think of Starbucks not as a coffee company but a media company.
Starbucks has a role and a meaningful relationship with people that is not only about the coffee.
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.
Starbucks represents something beyond a cup of coffee.
Our history is based on extending the brand to categories within the guardrails of Starbucks.
Before it became a ubiquitous part of urban life, Starbucks was, in most American cities, a radically new idea.
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 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.
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