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Howard Schultz

06/04/24

@ Acquired

We strategically partnered with United Airlines to become their official coffee, which provided exposure and delighted customers who had never experienced good coffee before.

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Starbucks (with Howard Schultz)

@ Acquired

Starbucks (with Howard Schultz)

06/04/24

Related Takeaways

Howard Schultz

06/04/24

@ Acquired

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.

Howard Schultz

06/04/24

@ Acquired

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

Howard Schultz

06/04/24

@ Acquired

The introduction of Starbucks in grocery stores was a key strategy to capture additional revenue and build brand awareness beyond our coffee shops.

Howard Schultz

06/04/24

@ Acquired

The quality of coffee and the experience of drinking it were key to positioning Starbucks as an affordable luxury.

Howard Schultz

06/04/24

@ Acquired

Starbucks built its reputation primarily through word of mouth, without spending on traditional marketing, by surprising customers in unexpected places.

Howard Schultz

06/04/24

@ Acquired

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

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

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.

Howard Schultz

06/04/24

@ Acquired

The coffee culture in America during the early 1980s was dominated by low-quality instant coffee, and Starbucks aimed to educate customers about high-quality coffee.

Howard Schultz

06/04/24

@ Acquired

Starbucks' decision to sell coffee in Costco significantly increased brand awareness and drove more customers to Starbucks stores.