Howard Schultz

And I just said, seriously? And I banged on the door for two years. And in two years, they finally let me open up a coffee bar on the corner of 4th and Spring in Seattle. And it was the sixth Starbucks store. And out of about 1,200 square feet, I got 100 feet. And I designed and opened the coffee bar, worked behind the counter as a barista.

And I just said, seriously? And I banged on the door for two years. And in two years, they finally let me open up a coffee bar on the corner of 4th and Spring in Seattle. And it was the sixth Starbucks store. And out of about 1,200 square feet, I got 100 feet. And I designed and opened the coffee bar, worked behind the counter as a barista.

And Starbucks probably had 200 to 300 customers a day selling whole bean coffee. We were at 500 in a week. with introducing lattes and cappuccino to an espresso. And there's nowhere else in town to get a cafe latte. Well, Cafe Allegro had it, and that was Dave Olson. And after a few months or six months or so, Jerry said, I don't want to repeat this. I don't want to do it.

And Starbucks probably had 200 to 300 customers a day selling whole bean coffee. We were at 500 in a week. with introducing lattes and cappuccino to an espresso. And there's nowhere else in town to get a cafe latte. Well, Cafe Allegro had it, and that was Dave Olson. And after a few months or six months or so, Jerry said, I don't want to repeat this. I don't want to do it.

I don't want to be in the restaurant business. Yeah, what was the objection? Was it the stigma of the restaurant business? I mean, I don't want to speak for Jerry. I have so much respect for him, but he didn't think it was clean. He didn't like it.

I don't want to be in the restaurant business. Yeah, what was the objection? Was it the stigma of the restaurant business? I mean, I don't want to speak for Jerry. I have so much respect for him, but he didn't think it was clean. He didn't like it.

Now, between 83 and 85, Jerry Baldwin, because of his love of Peet's and his relation with Alfred Peet, had an opportunity for Starbucks to acquire Peet's Coffee Company. And they did. Unfortunately, Starbucks buys Peet's and they get into financial trouble.

Now, between 83 and 85, Jerry Baldwin, because of his love of Peet's and his relation with Alfred Peet, had an opportunity for Starbucks to acquire Peet's Coffee Company. And they did. Unfortunately, Starbucks buys Peet's and they get into financial trouble.

And so really, at this point, it was like their mentor was retiring, this person who was a steward of the industry. We're operating six points of retail distribution in Seattle for our beans. Why don't we just buy your effectively the same business, but in Northern California? Keep them separate for now.

And so really, at this point, it was like their mentor was retiring, this person who was a steward of the industry. We're operating six points of retail distribution in Seattle for our beans. Why don't we just buy your effectively the same business, but in Northern California? Keep them separate for now.

Well, it's important to know that between the opening of the Fourth and Spring coffee bar inside a Starbucks. Starbucks number six. Yeah. And Jerry and Gordon saying, we don't want to repeat this. I was so frustrated. I said, I'm going to leave Starbucks. And what did I do? I had no money to open up a coffee store.

Well, it's important to know that between the opening of the Fourth and Spring coffee bar inside a Starbucks. Starbucks number six. Yeah. And Jerry and Gordon saying, we don't want to repeat this. I was so frustrated. I said, I'm going to leave Starbucks. And what did I do? I had no money to open up a coffee store.

So Jerry says, Starbucks does not want to open up coffee bars, but we will invest in Il Giornale.

So Jerry says, Starbucks does not want to open up coffee bars, but we will invest in Il Giornale.

So before they get into financial trouble, Starbucks is an investor. I've always thought he did that so I would sell and market Starbucks coffee in the coffee bar, which I would have done anyway. So Starbucks makes an investment. A couple of people that we know make an investment, but I didn't have enough money. So I go to see two Italian companies. I've never told this.

So before they get into financial trouble, Starbucks is an investor. I've always thought he did that so I would sell and market Starbucks coffee in the coffee bar, which I would have done anyway. So Starbucks makes an investment. A couple of people that we know make an investment, but I didn't have enough money. So I go to see two Italian companies. I've never told this.

One is the espresso company, Faima. And one is the large Italian coffee company, Lavazza. Oh yeah. And I asked them both to invest in my idea.

One is the espresso company, Faima. And one is the large Italian coffee company, Lavazza. Oh yeah. And I asked them both to invest in my idea.

And both of them turned me down. So at this point, you're in Italy. You're trying to get ideas and investors for what would become Il Giornale. For the first Il Giornale. And only Starbucks and a couple other people have committed. But I didn't have enough money. I still needed more money.

And both of them turned me down. So at this point, you're in Italy. You're trying to get ideas and investors for what would become Il Giornale. For the first Il Giornale. And only Starbucks and a couple other people have committed. But I didn't have enough money. I still needed more money.