We would take something old and tired and common - coffee - and weave a sense of romance and community around it. We would rediscover the mystique and charm that had swirled around coffee throughout the centuries.
Howard SchultzI think the most important thing that I think everyone in America must have is belief that wherever they live, whatever station they have in life, that the American dream is alive and well. I think the fracturing of trust and confidence is in the American dream.
Howard SchultzThe premium single-cup segment is the fastest-growing business within the global coffee industry.
Howard SchultzCustomers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren't enjoying it. Once they tasted ours and experienced what we call "the third place" ... a gathering place between home and work where they were treated with respect.. they found we were filling a need they didn't know they had.
Howard Schultz