Howard Schultz

And great partner. And Brian Cornell, great guy. And it's interesting. Basically, half of Starbucks stores look like the platonic ideal of coming out of the Starbucks HQ, here is how we imagine this store to be. And half of them are, there's some reason why we alone can't do this and need a partner. And you spend a lifetime doing this.

And great partner. And Brian Cornell, great guy. And it's interesting. Basically, half of Starbucks stores look like the platonic ideal of coming out of the Starbucks HQ, here is how we imagine this store to be. And half of them are, there's some reason why we alone can't do this and need a partner. And you spend a lifetime doing this.

Ideally, you want the customer experience to be the same worldwide, regardless of the shape and size of the store, where it's located.

Ideally, you want the customer experience to be the same worldwide, regardless of the shape and size of the store, where it's located.

Makes sense.

Makes sense.

Which is not always the case. I admit that.

Which is not always the case. I admit that.

So one market that we haven't talked about that I want to ask you about while we're in this, and then we'll get to Playbook, is Italy. Yeah. The whole thing came out of Milan. Right. And yet for decades. 50 years. No Starbucks. 50 years. No Starbucks in Italy. Yeah. And the belief, at least as I see it, is they've perfected the coffeehouse concept. Don't bring an imitation in here.

So one market that we haven't talked about that I want to ask you about while we're in this, and then we'll get to Playbook, is Italy. Yeah. The whole thing came out of Milan. Right. And yet for decades. 50 years. No Starbucks. 50 years. No Starbucks in Italy. Yeah. And the belief, at least as I see it, is they've perfected the coffeehouse concept. Don't bring an imitation in here.

But it's worked. It's working phenomenally well. Why is Starbucks being so well received in Italy?

But it's worked. It's working phenomenally well. Why is Starbucks being so well received in Italy?

So I know I'm going to be chastised for what I'm about to say, but it's true. By and large, coffee in Italy is not as good as it once was. There are certain coffee companies that have maintained the standard, but by and large, the coffee is not as good. I'm going to be killed for that, but that's my truth.

So I know I'm going to be chastised for what I'm about to say, but it's true. By and large, coffee in Italy is not as good as it once was. There are certain coffee companies that have maintained the standard, but by and large, the coffee is not as good. I'm going to be killed for that, but that's my truth.

I didn't think we earned the right to go to Italy until we were really ready to present ourselves in the best possible way. Because I knew the knives would be out for us in ways that we couldn't even possibly imagine, given the history and the cultural relevance of espresso in the coffee bar. And so we waited and waited and waited until the roastery.

I didn't think we earned the right to go to Italy until we were really ready to present ourselves in the best possible way. Because I knew the knives would be out for us in ways that we couldn't even possibly imagine, given the history and the cultural relevance of espresso in the coffee bar. And so we waited and waited and waited until the roastery.

And so before we get to Italy, I have to explain the roastery for you.

And so before we get to Italy, I have to explain the roastery for you.

Please. I mean, the first time I went in there, you know, kid in a candy store, wide eyes.

Please. I mean, the first time I went in there, you know, kid in a candy store, wide eyes.