Howard Schultz

It's a hard work. It has to be a good number because there's, I don't know if it's, I haven't done the math, billions, trillions of combinations of possible drinks. And so it has to be every single day as a barista, you're making something for the first time.

It's a hard work. It has to be a good number because there's, I don't know if it's, I haven't done the math, billions, trillions of combinations of possible drinks. And so it has to be every single day as a barista, you're making something for the first time.

Yes. I think the number that people use inside the company is 100,000 different variations of beverages that are being made consistently. 100,000 different beverages.

Yes. I think the number that people use inside the company is 100,000 different variations of beverages that are being made consistently. 100,000 different beverages.

Well, not only that, but every food company, every retail food business from McDonald's on took a page out of Starbucks, went to school on us, put espresso machines in their stores and started doing coffee beverages. Right. That also expanded the market.

Well, not only that, but every food company, every retail food business from McDonald's on took a page out of Starbucks, went to school on us, put espresso machines in their stores and started doing coffee beverages. Right. That also expanded the market.

Yes. Coffee, so here's my second one in addition to the, it's addictive but delightful. It is perceived to be virtuous to be a barista, where it is not perceived to be virtuous to flip burgers. And I don't know if that's something Starbucks created. I don't know if that's something inherent to the product. I don't know if that's because it has this Italian lineage.

Yes. Coffee, so here's my second one in addition to the, it's addictive but delightful. It is perceived to be virtuous to be a barista, where it is not perceived to be virtuous to flip burgers. And I don't know if that's something Starbucks created. I don't know if that's something inherent to the product. I don't know if that's because it has this Italian lineage.

But there's all these incredible benefits that Starbucks and any other coffeehouse chains get to enjoy because it's respected to do that work. And I'm curious, why do you think that's respected when similar ways of spending your hours in restaurant work isn't?

But there's all these incredible benefits that Starbucks and any other coffeehouse chains get to enjoy because it's respected to do that work. And I'm curious, why do you think that's respected when similar ways of spending your hours in restaurant work isn't?

First of all, I've never heard it quite like that. And I think that's a very interesting insight. There is craft and art to the expression of making the beverage. I also think the intimacy of the relationship with the customer is so different. And baristas know the names of their customers. They know their dog's name.

First of all, I've never heard it quite like that. And I think that's a very interesting insight. There is craft and art to the expression of making the beverage. I also think the intimacy of the relationship with the customer is so different. And baristas know the names of their customers. They know their dog's name.

We have a drive-thru, and I saw a video where the barista knows the name of the dog and knows it. The whole thing is just like a magical dance that happens when the cars pull in, and all of a sudden, it's not a transaction. One of the beauties that we have been able to do is elevate the experience at the drive-thru, not all the time.

We have a drive-thru, and I saw a video where the barista knows the name of the dog and knows it. The whole thing is just like a magical dance that happens when the cars pull in, and all of a sudden, it's not a transaction. One of the beauties that we have been able to do is elevate the experience at the drive-thru, not all the time.

So I think your question is steeped in one is a commoditized environment and the other clearly is not. And the challenge for Starbucks is continuing to innovate for the barista.

So I think your question is steeped in one is a commoditized environment and the other clearly is not. And the challenge for Starbucks is continuing to innovate for the barista.

And when you, in this category, to extend that point, you start from a place of, this is a good job. And you can sort of improve the experience for that employee so they can improve the experience for your customers. Whereas in other things that are commoditized, they start from a position of, I have to do this job.

And when you, in this category, to extend that point, you start from a place of, this is a good job. And you can sort of improve the experience for that employee so they can improve the experience for your customers. Whereas in other things that are commoditized, they start from a position of, I have to do this job.

And it's a really tough uphill battle to invest in your people, whereas Starbucks kind of has a tailwind.

And it's a really tough uphill battle to invest in your people, whereas Starbucks kind of has a tailwind.