The Experience of Church

Howard Schultz, CEO of Starbucks Coffee, believes the key to the company’s success is not the coffee but “the Starbucks experience.” A visit to Starbucks is a sensory event filled with smells, sights, and sounds—from the aroma of fresh ground beans to the greetings from the staff, from the names of drinks and sizes of drinks to the fast, free Wi-Fi. Customers expect good coffee, but without the full Starbucks experience, coffee is just coffee.