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HS

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.

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A

Starbucks (with Howard Schultz)

@ Acquired

06/04/24

Related Takeaways

HS

Howard Schultz

06/04/24

@ Acquired

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

HS

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.

HS

Howard Schultz

06/04/24

@ Acquired

In 1982, I joined Starbucks as the head of marketing when they were preparing to open their fourth store, still focused solely on selling coffee beans.

HS

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.

HS

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.

HS

Howard Schultz

06/04/24

@ Acquired

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

HS

Howard Schultz

06/04/24

@ Acquired

Starbucks strategically selects urban corner locations with high pedestrian traffic to maximize visibility and customer flow.

HS

Howard Schultz

06/04/24

@ Acquired

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

HS

Howard Schultz

06/04/24

@ Acquired

After a trip to Italy in 1983, I realized that Starbucks needed to transition from selling just beans to offering espresso beverages to create a community experience.