Starbucks became the first experiential brand at scale, relying on customer experience rather than traditional marketing.

Starbucks' success is rooted in creating a community space where people connect over coffee, which was a novel concept in the U.S. at the time.

The iconic reputation of Starbucks created a strong anticipation in Japan, where customers were eager to experience something they believed was unique and proprietary.

Starbucks has successfully created a coffee culture that attracts consumers who may not have engaged with coffee otherwise, expanding the market.

Starbucks has built a unique brand identity that elevates the role of baristas, making it more respected compared to other food service jobs, like flipping burgers.

Starbucks transformed the coffee experience by providing a comfortable environment that fosters a sense of belonging, making customers feel good about themselves when they visit.

Starbucks aims to elevate the coffee experience, avoiding a transactional approach to coffee sales.

The experience created around coffee consumption at Starbucks is as important as the product itself, contributing to customer loyalty, and Starbucks has achieved a level of customization in its mobile app that no other food company has, allowing customers to personalize their orders significantly.

Starbucks is not merely a beverage company; it is a coffee company serving people, and it must focus on enhancing the customer experience rather than just executing transactions.