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Starbucks has a role and a meaningful relationship with people that is not only about the coffee.
-Howard Schultz
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Starbucks Has A Role And A Meaningful

Howard Schultz
Starbucks has a role and a meaningful relationship with people that is not only about the coffee.
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Meaningful Coffee People

More From Howard Schultz

Is it possible to get a cup of coffee-flavored coffee anymore in this country? what happened with coffee? did i miss a meeting? they have every other flavor but coffee-flavored coffee. they have mochaccino, frappaccino, cappuccino, al pacino...coffee doesn't need a menu, it needs a cup.
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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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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.
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I used to think of that line in allen ginsberg's 'howl', about the 'sad cup of coffee'.. ..i have had cold coffee and hot coffee and lousy coffee, but i've never had a sad cup of coffee.
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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.
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In kenya, one of our biggest exports is coffee. where do you grow coffee? you grow coffee in the land. to be able to grow coffee you need rain, you need special kinds of soils that are found on hillsides, and that means you have to protect that land from soil erosion so you don't lose the soil. you also want to make sure that when the rains come you're going to be able to hold that water and have it go into the ground so that the streams and the rivers keep flowing and the ground is relatively humid for these plants.
Rain Coffee Mean
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