Most people make the mistake Starbucks visions of coffee beans danced in my head shirt of thinking that Starbucks sells coffee, and wonder why Starbucks is so popular when the coffee is so overpriced and not even very good. The answer is: The primary product of Starbucks is not coffee. It is the entire experience. Coffee is just a secondary product. Starbucks charges you for the experience and for the various services it provides. I am a frequent visitor at Starbucks. I go there not to drink coffee, but to work in peace and to meet friends. One of the main things I love about Starbucks is that I can sit there for hours working, and no one will ask me to get out. To really understand the concept of Starbucks, we need to understand how the concept came into being – with a trip to Milan, Italy.
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Howard loved this idea. Starbucks visions of coffee beans danced in my head shirt But when he expressed this idea to the owners of Starbucks, he was shot down. Not willing to give up, Howard left Starbucks to start his own coffee company called Il Giornale, where he implemented the concept of ‘experience’ as a service. The idea gained wide popularity. Eventually, Howard bought Starbucks and re-branded the entire chain into the Starbucks that we know today. The primary aim of Starbucks is to become the third place in the daily lives of its guests – after home and office. If someone wants to work or hang out with friends, they can either do that at their home, office or at Starbucks.