Grandes Empresas Starbucks y sus Inicios Documental en Español n

In the 21st century, it seems that no one can be without their low-fat double latte. Or any product from the coffee bed of your choice. Jenny, here you have your double latte with caramel, free of fat and without cream. And no other company sells more coffee to more people in more places than Starbucks. Starbucks has more than 13,000 branches around the world and opens a new one every five hours, every day of the year.

Starbucks attracts about 44 million people every week. The Americans have always liked their coffee. They drink about 330 million cups a day, enough to fill an Olympic pool 35 times. Just a couple of decades ago, a cup of coffee cost 50 cents, and its flavor was similar to its appearance. Want something else? Here's a mocha. Frappa Mochaccino.

This is the man who changed all that and who discovered how to charge $4 for a cup of coffee. We could call him the star of Starbucks, the president of the company Howard Schultz. He remembers his first visit to the Starbucks in Seattle, Washington, back in 1981.

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Our average age was 27 years old.

the business subject was a little bit interesting to us, it didn't consume us, but we did start to have certain ideas.

A los tres hombres les gustaba el buen café, pero no encontraban ninguno en su ciudad adoptada de Seattle. En 1970, cuando uno iba a un supermercado a comprar café, todo era enlatado. Este no era buen café según las normas hoy en día. No había una sola tienda en Seattle que pudiera ser llamada tienda de café gourmet.

Starbucks Coffee Tea and Spice Company was inaugurated in 1971. The man who supplied coffee to young businessmen, Alfred Pitt, taught them the secrets to toast coffee. The store, Pitt's Coffee and Tea, was near Berkeley, California. Starbucks, in Seattle, reflected the aura of the hippie movement and the return to natural foods that began in California.

It's very much linked to the anti-cultural movement of the 60s because as we started to prepare a decent coffee, we also committed to prepare good and real food. That's how we started to make food. It had to be real food. It shouldn't come from a can where it was grown for 27 years. A photograph shows the three founders with long hair and foreheads posing in their new store.

This place just reeked of coffee. Before you could see the coffee beans, you knew you were in a coffee shop. Also, an extra feature of the store is that it had a beautiful brick wall on one side, and it had a sort of a grounded feeling to it. The owners built the original Starbucks with their own hands. The lack of capital was replaced by a hard work of equitability.

We built the first store's furniture. We built the shelves, the coffee cups, the general logo that involved the entire first inner facade, we also built it. We even built the signs on the front of the store. It is popularly said that the company receives its name from Starbucks, the first on board at Moby Dick, from Herman Melville.

but the true origin of the name is from an ancient mining field in Mount Rainier. S-T-A-R-V-O is the word that Gordon Bowker found on the map and someone suggested very lightly that maybe we should also look at Starbucks. That mutated to Starbucks without the apostrophe. Surely, the character Moby Dick was a subliminal influence on us, but there could also be other associations.

They also created the well-known company's mermaid logo. The mermaid is part of the coffee heritage brought by sea to the United States. It came in a boat. It is a two-tailed mermaid that has been reformed over the years. The original icon of the mermaid survives only in the original Starbucks. Over time, its contours with uncovered breasts have been transformed and covered.

Over the years, she was not allowed to be considered politically incorrect, so we took the liberty of refining her.

For merchants, as well as companies of root goods, the most important thing is the location. The first location of Starbucks was fortuitous. The Pike Place Market, facing the sea in Seattle, was being reactivated when Starbucks opened its doors. With a sea view and observed by gullies planning, the market became a popular place for tourists and locals, attracted by its fresh fish and other products. It was the perfect place to open a gourmet coffee.

Are you done? Are you done?

Sin embargo, el café gourmet Starbucks no precisamente volaba de los estantes los primeros años. Recuerdo que hubo días en que cerrábamos la caja registradora, lo que había era 60 o 70 dólares. Como en cualquier otro negocio, hubo inconvenientes. Una vez, el transporte que traía los granos de café no pudo pasar las montañas de California a Seattle.

I remember describing the shop without coffee beans. We had run out of coffee. The truck had been caught in a storm somewhere in the Susquehanna Mountains. However, they sold coffee to more than 100 customers that day.

What we did was take the orders and explain to them that when the coffee arrived, we would take it to their homes. The home delivery was just a tactic that Starbucks used to attract customers. Do you want to try the big latte? They knew they had to educate people about the merit of a good coffee if they wanted to sell it.

In its first year, Starbucks was on a mission to really make people enjoy life by drinking better coffee. We were like...

Missionaries. Segal worked full time behind the bar serving free samples of fresh coffee and distributed information about the quality of toasted coffee and the Starbucks beans with respect to supermarket brands. The coffee was very superior. It was a matter of manufacturing. When you put one next to the other, there was no comparison.

In 1981 there were already three Starbucks in Seattle. Ironically, at the time, you could not buy a cup of coffee at Starbucks. Starbucks only sold tea leaves, spices, beans, toasted coffee, and the equipment to make European-style gourmet coffee at home. The only thing served were free samples.

We were not a coffee bar. In 1976, whoever went to Starbucks did not expect to order a latte, double, and go for a walk with him in his hands. Simply, that was not part of our world. That would be in another era that was to come.

The modern Starbucks would be born with the arrival of Howard Schultz. In the early 80s, he was the sales director of a company that sold European coffee machines in the United States, and he observed that he was selling more to the small operation in Seattle than to Macy's.

And these numbers increased every month, every quarter. However, Starbucks only had a few stores. Once in the northwest, Schultz had an epiphany. I got to Seattle a beautiful day, a majestic day that you see only very few times a year. The sun shone, the snow rested on the mountains. I walked to the Pike Place market where we are today and entered the store. They greeted him at Starbucks with a free sample that would change his life.

I went in and they gave me a French press of Indonesian coffee, Sumatra coffee. And I asked myself, what was that? It smelled, smelled and tasted like a big Burgundy wine. I wanted to know more and I couldn't get it out of my head. It's very good, very good.

Howard was very different from the people at Starbucks when he came to the company.

I'm sure it was difficult to open the doors because when he entered he was wearing his big New York suit with elegant ties and he had a Porsche and that was not exactly the style of Starbucks for the time. My impression of Howard at that time was that he was an excellent communicator and I think he still is. He had a lot of energy.

That energy convinced the founders of Starbucks to hire Schultz as sales manager and Howard set his purpose in the company while he turned Starbucks into his mission.

As vice president of sales of Starbucks, Howard Schultz attended the exhibition of appliances in Milan in 1983 to see coffee shops. It was his first trip to Italy and in his streets he fell in love with the theatricality and the aura of romance of the Italian coffee bars. He was struck by an idea that seemed to be obvious in retrospect, but that impacted him with the same force as the revelation of Saint Paul on his way to Damascus.

Starbucks no debía vender solamente granos de café, sino infusiones de café. Vi algo, no solo el romance del café, sino lo que realmente era.

When Howard came back from Milan, he was anxious.

El entusiasmo de Howard por abrir bares de café en Starbucks no fue compartido por sus creadores. Era un tema delicado. En los años 70 servíamos café en nuestra tienda.

I was down.

However, it was persistent and finally the owners allowed him to open a coffee bar in a new store that Starbucks was opening in Seattle. It was an immediate success. Hundreds of people arrived every day and a completely new language was introduced. We introduced the drink and the phrase "café latte" in Seattle in 1985. The phrase is now well known in the United States and all over the world.

But the success of the coffee bar showed the founders that they didn't want to go in the direction that Schultz wanted to take them. They didn't want to grow. We weren't a coffee bar. That wasn't part of our world. We were a store that sold coffee in grains. Their concept about coffee was always to maintain quality.

no pensaban en crecer, no pensaban en ser una marca mundial, pensaban en una compañía pequeña y manejable donde el producto fuera de la más alta calidad. Decepcionado, Howard dejó Starbucks en 1985 y abrió su propia cadena de bares café llamada Il Giornali. Starbucks también estaba pasando por cambios. Dos años antes, Jerry Bodwin había tenido la oportunidad de comprar la compañía de su propio mentor, Pete's Coffee & Tea.

However, the pressure to run both businesses in Seattle was too strong. So in March 1987, Jerry proposed a deal to Howard. Howard took me to a corner of the gym and whispered to me, Jerry is going to sell us the company. We were very excited.

Sin embargo, Howard tuvo que luchar para reunir los 3.800.000 dólares que costaba Starbucks y luego más dinero para abrir más sucursales. Teníamos 11 tiendas y 100 empleados, y debo mencionar que no tenía un centavo a mi nombre. No tenía medios para reunir el dinero. El precio de compra de Starbucks en agosto de 1987 puede parecer una cifra ridícula, pero para mí era como mil millones de dólares.

Schultz had to convince investors that Americans would pay high prices for a drink for which they were used to paying 50 cents in almost all parts. Most Americans did not differentiate a high grain coffee bean from a teaspoon of instant coffee. In fact, coffee consumption had declined in the United States since 1962. If in 1987 I had told you...

and I said, even though coffee consumption is low in the United States, I want to build a company where coffee will be sold. Not in a cup of porcelain, but in a cardboard glass with an Italian saying words that no one can pronounce, and no one can pronounce. Would you invest?

Mucha gente dijo que no, pero suficientes personas dijeron que sí. Apostaron a una ola creciente de interés en los Estados Unidos hacia todo lo gourmet y de alto estilo, que conduciría a los clientes a consumir un café de primera categoría a alto precio. Starbucks ofrecía un producto final de mayor calidad, un mejor escenario final y un producto más costoso que nos permitía decir que éramos parte de este tipo de clase media y media alta emergente.

Schultz gathered the money and merged his company with Starbucks. It was a difficult time and even Schultz had to work behind the bar.

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So Starbucks brought with it a new category. For decades, American coffee had been over-cooked. It was a bitter infusion spilled in kitchens and cafeterias everywhere. We are one of the few countries where it boils to exhaustion and then it stays hot for hours. This makes the taste of a good coffee lose.

Before Starbucks, dinners and parties were the most common moments for Americans to consume coffee outside of home, and the only thing that brought class to the product was when it was served to someone like the First Lady, Jacqueline Kennedy, in the White House. But the history of coffee in the United States would change in Seattle.

Seattle was going through a transformation in the 80s. High-tech companies like Microsoft were captivated by the new technology.

- Judy, here's your high bar.

Mocha Grande, thank you. Cappuccino Alto.

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Once dominated, the language also created a bond with the Starbucks brand. There is a certain desire for belonging and I think Starbucks gave shape to this deliberately. The language of Starbucks, the names of the drinks that comedians use to tell jokes were in a way calculated to make people feel like members of the group. The language works like that. Big latte. Then comes the size.

Mocha grande. Uno pequeño es un alto, uno mediano es un grande, y uno grande es un veinte, que realmente no es una palabra, es decir, veinte en italiano. Quizás lo inventaron para dar un toque de italianidad. Cuando la gente va a una tienda, no quiere pedir algo pequeño, sino alto. Esa es la parte de mercadeo.

A Howard Schultz likes to describe the sale of coffee in terms of mystery and the romance of marketing. Sometimes it seems that he perceives Starbucks as others perceive religion.

No estamos en el negocio de llenar estómagos. Estamos en el negocio de llenar almas. Reconozco que se ve muy extraño que alguien de su estatus hable así.

And his tone describes his aspirations. However, he really believes that. Some call it the Aureola effect of Starbucks. Mark the company with an aura of doing the best so that their customers feel good when paying high prices for cups of coffee. Once I talked to a woman and she told me that she loved the water of Eto's.

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He believes the message.

Basically, he is the spiritual leader of the company. When he walks through the Starbucks halls, smelly to coffee, among the relaxed people in Seattle's office, a very exciting murmur is filtered among his workers. There was always something magical when he walked through the common areas. When he saw it, people turned their eyes and exclaimed, there he is, as if he were a rock star. They had that perception, there is Howard. He walked and many times he stopped to talk to people. That always fixed someone's day.

He took a big leap in his status of another era, that of his childhood in a rough and poor neighborhood of Brooklyn, New York.

By then Howard Schultz did not seek to become the king of coffee, he was only looking for a way out of there. He was born in 1953 and moved with his family to the Bayview housing project in Canarsie at the age of three years. A bullet hole covers the entrance glass of the building where his family of five members fought to survive. All the people in this building, in these houses, were practically the same. They were all trying to achieve the American dream.

Schultz says he learned a lot growing up here with a rainbow of neighbors. They also taught me a lot because at that time there was a wide variety of people: white, dark, Puerto Rican, Italians, everyone had to fix themselves. He was also a witness to the failures of his father and the overwhelming pain of the unachievable expectations. My father left high school.

He was a veteran of the war and he had a series of really bad job after another. When Schultz was seven, his father broke his leg at work and he couldn't leave the house for months. He basically was in the nothing, he didn't have a job, he wasn't hospitalized, he didn't have insurance, he didn't receive compensation. Our family was finished and I saw the hopelessness.

will be the decision to assume the family the classic about how to do it you can come in from a commercial for two and a half million dollars report this it's a total not let that you need it in the stands as the basketball in subaru in the camp of the football in the school and so the people who use our social and those para construir una puertas el éxito my dream is when you're a saline the idea and then come in and he's on your own and i was a friend in the ascent of the dream he has a certain pool

I always believed inside of me that my success would come at the time when I would succeed. He managed to leave Canarsie with a scholarship for the Northern Michigan University in 1970. But he got injured in his first season. He had to leave the team and lost his scholarship. Sometimes he sold his blood to pay for the studies.

His fierce determination and natural sense of theatricality led him to the world of sales. In 2006, Howard ranked 359th on the Forbes magazine list of the 400 richest Americans. But he did not forget his roots in Brooklyn, which shaped not only his life, but the politics of Starbucks. "My father's voice was whispering in my ear, in my mind for years.

all that he had to go through and what I saw in my childhood. This company that we have built, and I personally, what I tried to create was the type of company for which he never had the opportunity to work. In 1988, Schultz played a decisive role in Starbucks offering health insurance to employees of half-time who worked at least 20 hours a week. Today, Starbucks spends more on medical assistance for employees than on raw coffee beans for its American business.

Starbucks was one of the first, if not the first fast food site to offer half-time medical assistance benefits. That helped employees feel that the company is concerned about them. They do it because they know that a happy partner behind the bar will most likely generate a happy client. In the Starbucks lexicon, all employees are called partners and have a participation in the company. It is something that has always been instilled in the culture of the company.

It's the fact that we're all partners in this mission of changing the way the world drinks and appreciates coffee. Literally, the medical assistance plan for our employees and the Beanstalk program, which is what we call the purchase option form of the property, are a tribute to my father.

El padre de Howard murió antes que Schultz comprara Starbucks y nunca vio el abrumador éxito de su hijo. Pero Schultz recuerda lo que su madre le preguntó cuando visitó por primera vez Starbucks. ¿Cómo se le paga a toda esta gente? Y luego me preguntó, ¿tú firmas los cheques? Le dije, mamá, yo sé que se les paga, pero no sé cómo.

At the end of the 90's, Starbucks had become a fixed place in the corners of cities throughout the country. Some stores were located one in front of the other to save on lines. The demand for expensive cups of coffee seemed infinite. Thinking about the United States and its image is thinking about coffee, nervousness, a lot of work, tiredness. It's a very American drink.

The first complaint that customers have about Starbucks is that there are not enough stores. Even if you don't believe it, they say they want one closer to your house. In 1996, Starbucks decided that it was time to expand outside the country and its first choice was Tokyo. Starbucks expanded worldwide, but would the world buy what it was going to sell?

For 1996, Starbucks, once a small coffee bean shop in Seattle, had expanded to thousands of places in the United States. Now it would cross continents. Schultz hired some consultants to guide the company on how to open a shop in Japan.

We hired a consultant, big bills, big folders, presentation to the board, and they came with all the weapons, ready to present themselves to the board and me. And they said, ladies and gentlemen, you will not succeed in Japan.

his non-smoking policy is detestable forget it the size of the store has to be smaller because rentals are very expensive Japanese never drink or eat anything on the street because a Japanese would lose prestige if they see him eating publicly go somewhere else as he had done throughout his career Howard followed his instincts and ignored the advice it's not that we were arrogant but we believed that what we had created would work

Without international experience, the company opened its first store in August 1996 in Ginza, Tokyo. The big question was whether the coffee and the environment, which were added to the Starbucks experience, said in Starbucks language, would be lost by the translation. When we approached the store, there was a huge line of hundreds of Japanese people in the streets. I turned to the Japanese who worked with me,

and I asked them if they had hired extras. We cut the red tie and a young Japanese ran to the front of the line. He had spent the whole night there, standing, to be the first client. He didn't speak a word of the language, but he said, a double high. Tokyo showed that the Starbucks brand could travel and did. There were many criticisms in cities with long coffee traditions like Vienna.

The traditional coffee shops offer something that can never be replaced by any fast food store or whatever it's called. Starbucks is no alternative and substitute of the traditional coffee shop. It's a place to buy coffee quickly. However, many natives did not seem to find Starbucks drink difficult to drink. Soon the company began to double its income every three years.

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Brian Simon, who is writing a book about Starbucks, has visited 400 branches around the world and thinks that each one is a little different from the other. In Spain, where I spent a lot of time watching people at Starbucks, almost no one asks for coffee to take. It's a destination, people arrive and stay there. It's a meeting place in Spain. While British customers seem not to be as trained as their American cousins.

In Great Britain, they're a little more messy. They consume more in the store. The labor is more expensive and they can't clean so fast. In 1999, Starbucks expanded to China. It opened a branch in Beijing's forbidden city. Critics said that coffee could not be sold in a tea consumer's land. But Schultz proved that they were wrong. In China, they don't drink coffee, but they do drink Starbucks.

Nuestro éxito allá se ubica a niveles de inspiración y elevación del espíritu. Creamos una compañía que la gente reconoce como única y especial. A donde sea que vayan, algo siempre es igual.

A Starbucks is a Starbucks and all drinks are identical all over the world. All this world's euphoria has not only turned Starbucks into a multinational corporation, but has arisen strong criticism of those who claim that Starbucks contributes to the malignity of globalization. Some protesters destroyed one of the branches of the company in Seattle during a conference of the World Trade Organization.

It's not just a global corporation. They depend on the inequalities between developed countries and developing countries. Show me a country where coffee is grown and I'll show you where people are largely poor.

However, Starbucks is proud to pay more to farmers for coffee than other large coffee companies. They have also agreed to buy a certain amount of coffee at a minimum price and have invested so that farmers can practice sustainable agriculture.

The fact that it is said that Starbucks is responsible at an environmental level is part of the coffee revolution in the United States that began in the 60s and with the Green Movement, social responsibility, food, and that kind of thing, I think it makes sense.

Starbucks may have started as a David, but in the 21st century it has become a Goliath almost without great competition. Violent reactions have been inevitable. People never feel satisfied with what Starbucks has done, because they feel that they should or could do more. Although the critics sometimes would go to Howard, he never said anything. He continued to open more Starbucks. He planned to open 40,000 worldwide, a number that would greatly exceed even McDonald's.

In the coffee tasting room at the main Starbucks headquarters in Seattle, President Howard Schultz participates in a ritual. He smells the coffee, tastes it and even eats samples of coffee beans toasted fresh from all over the world. Starbucks prepares about 230 million gallons of coffee a day.

Most of its coffee is a mixture of grains that are transported green or raw and come from 28 countries. In its giant toasters like this one, Starbucks processes about 2 million pounds of grains in a week and there are four other similar plants. It's quite coffee. And Starbucks collectors make sure that the product meets the required level before being shipped.

All we're doing is putting fine coffee or ground coffee in a glass of hot water. It's a simple way to make a cup of coffee. And then you do the aspiration and expectoration. That's the polite name for slurping and spitting.

Dave Olsen has been with Starbucks almost since its inception and created some of the popular mixtures for customers. The company uses only Arabic grains that are grown at the highest altitudes and are much more expensive than the robust grains used in most canned coffees.

El café mediano, el Verona, es una mezcla de café latinoamericano y el de Asia del Pacífico y un poco de café negro tostado. Reunimos nuestros conocimientos sobre compra, tostado, los mezclamos y luego los vertemos en una taza de café y no lo he servido por mucho tiempo. Es realmente hermoso. Sí, es un excelente café. Sí, una completa belleza.

In Starbucks, everything is carefully examined and calibrated. New drinks are tested. Starbucks even measures the internal heat of the hot wallets that are marketed. It is quality control, but it is also a way to create emotion with new products in their stores and a little theatricality. Jenny, here you have your double latte with caramel, free of fat and without cream.

Starbucks sells more than 55,000 different combinations of drinks. All that experience serving variety has contributed widely with the culture of coffee. Starbucks prefers polystyrene foam glasses instead of paper ones. They have a delicate handle to prevent your fingers from burning and a ingenious edge to prevent your lips from cutting like the previous ones.

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For some, what makes prices worth it is the variety of details in Starbucks, which were born by accident. The idea of placing comfortable furniture and sofas arose from the customers. The initial model of Schultz was from an Italian coffee bar, where people stopped, drank their coffee and left. But he realized that people wanted places to go. When he put chairs, people stayed.

And they began to put more chairs, and when they put a sofa, they liked a lot of people. People need a place like Starbucks, where it is acceptable to go and sit all day, talk or do your job with other people. I think Starbucks is useful in that way. And sadly it was about to disappear in the United States.

Otra innovación surgió cuando un gerente de una tienda en Seattle que dirigía una disco tienda comenzó a colocar jazz en su tienda y a los clientes les gustó tanto que pedían sus melodías. Starbucks vio cómo la música y el sonido pueden crear una respuesta emocional en los clientes y cómo se añade a la experiencia del cliente y decidieron poner música en cada tienda. Ese gerente fue quien creó el departamento de música en Starbucks.

That created more entertainment at Starbucks. The coffee company is now a great performer in the music industry producing CDs with license. Those 40 million pairs of eyes and ears a week are an already created market. We won 8 Grammy Awards including Album of the Year with Genius Love Company, the last album by Ray Charles. A coffee company won a Grammy for Album of the Year.

Nunca se escuchó algo así. Eso nos inspiró a hacer más. Algo que no nos alejara de la experiencia del café, sino que la complementara. Así que se iniciaron en el negocio de las películas. Revisamos películas por casi un año. Vimos la película Aquila y la abeja. Y en mitad de la película me volví a todos. Ellos se volvieron a mí y supimos que esa era la película.

The company appears as a producer of the film but did not invest any cash. Rather, he offered his stores as a sales platform.

The halo of the Starbucks brand, our network, the power of our support and the fact that we are going to educate the country about this movie. In the annual assembly 2007 of Starbucks action figures, Schulz announced that the Beatle Paul McCartney had signed a contract with the Starbucks music company for an album of McCartney's original songs to be sold only in Starbucks stores.

Starbucks sells more than 8 billion dollars a year for its range of products always in expansion, but has no commercial on television. They know that their customers like to believe that they are beyond the seduction of advertising. Their stores are their advertising. The glass is an advertisement. Two billion people walking with a glass in hand is advertising. But people say they don't have advertising.

Some think that with all these bombs and dishes inside the store, Starbucks could be losing its essence that made it attractive at the beginning. I don't think they're creating the same romance with coffee.

the tradition of coffee house. Starbucks customers are starting to feel that they can be used in this game of trading. I think the company is at risk with the Starbucks brand, taking advantage of the Starbucks experience.

After two decades, Starbucks had reached an enviable place in the world. The green balloon and the mermaid had become icons of a brand of confidence with the same level of recognition of other much older companies, such as Coca-Cola.

They made coffee a gourmet product, but they also made it accessible. For all those people who want to live and be part of the most exquisite things in life, Starbucks plays a relevant role. I think it's one of the reasons why this brand is so nice for so many people. There are very few big cities in the world where the familiar green symbol is not known. On the way home, the company began to open self-service.

Howard Schultz, the creator of the modern Starbucks, recognizes the dangers that represent the company's success.

I think that most of the things in the world that have grown so much are not good. On the street there are many companies that have achieved this success, but they no longer exist. In a meme of Valentine's Day in 2007 directed to the executives of Starbucks, Howard Schultz criticized the decisions that, according to him, had diluted the Starbucks experience and ended the Italian atmosphere of the coffee that he wanted to preserve. Big, cream-free coffee.

The memo is going to be taken seriously by the company. Whatever Howard says, the company accepts it. They listen and do it. It's a given. Among other things, the memo questioned whether replacing the old manual coffee machines with automated ones would end the theater and the romance of the brand. The packed flavor means that the stores almost no longer have the aroma of coffee.

The number one challenge in the company is how to grow and at the same time keep us small. How do we maintain the trust of our clients and the intimacy with our people? And if we have the mentality of a corporation and we do insensitive things, we will do things that are not consistent with our heritage. We have to blame ourselves and we have done some of those things. We must be very careful.

The challenge was to keep the home feeling of the place of Starbucks meetings, while satisfying the growth expectations of Wall Street. His strategy, which is very difficult, is to find the balance between the stores with insignia that perhaps have all the benefits and the most functional stores. You can grow without losing your soul.

Howard wants the balance between the two. Starbucks achieved its mission to educate the United States about good coffee. Even one of its first founders admits it.

I think Starbucks is still making a great effort to have its first-class coffee in its core. It's amazing for a company of its size. Very amazing. There's a Starbucks near my office. I go there about three times a week and I always enjoy it. They changed the way the world appreciates and drinks coffee. I just wonder what's coming next.

Howard Schultz still has ambitions. We want the company to grow and Starbucks to reach the status that Coca-Cola reached in its apogee. And this is the most respected brand, the most recognized in the world. We can do it. For those who long for the good old times when Starbucks was young and new, Schultz has only one thing to say.

Let me tell you a secret. I listen to people who have been at Starbucks for 10, 15, 20 years, talking about the good old times. Nonsense. They weren't that good. For us, it was a fight. These are the good times. And it's fun. It's really exciting. Loren, go for your latte, tall and free of sugar.

I'm