Jens Grede

The first sip feeling.

I saw the opportunity to create that in this category.

In the beginning, primarily for women, and now, of course, for everybody.

And really bring out the company that was a better alternative

It might be slightly more expensive, but still affordable.

I think about Starbucks a lot when I do these things.

I think Starbucks, to me, is just a phenomenal innovation company.

Many of the things we take for granted, like a frappuccino or pumpkin spice latte, are Starbucks inventions.

And they're incredible at building these franchises.

What they've done in the last couple of years with refreshers is incredibly powerful.

And I took that analogy to my company and I said, I want to be the Starbucks.

It's about doing something that is worth the extra bit of money it costs.

Because I'm sure you have coffee.

If I ask, could I have a cup of coffee?

You might have coffee here.

I'll get that for free.

In fact, every office building in America has free coffee.

My office has free coffee.

Pretty good ones too.

But I still think the Starbucks is worth my $5.50 or $6.00.