The success of Starbucks in Japan was unexpected; we opened our first store there in August, and it became an instant hit, leading to 2,000 locations.

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.

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

The iconic Starbucks cup became a badge of honor, contributing to brand visibility and customer pride.

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 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.

I became interested in Starbucks after visiting their store in Pike Place Market, where I was captivated by the experience and the romance of coffee.

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

Starbucks waited to enter the Italian market until they could present themselves in the best possible way, respecting the local coffee culture.