What Inspired Howard Schultz To Turn Starbucks Into A Coffeehouse?

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When Howard Schultz first went to Italy, he was struck by the place coffee shops played in everyday life. He saw that espresso bars were not just where one would pick up a quick drink but where people met, talked, and spent time with each other. The atmosphere, the vibe, and the sense of friendship were all things that impressed him. This was quite different from Starbucks, which at the time sold coffee beans and equipment and nothing more. Seeing the people enjoying the coffeehouses so much, he wanted to bring this to the United States as well.

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Seeing The Personal Connections In Italian Cafés Made Him Want To Bring That Warmth To Starbucks

One of the things Schultz noticed in Italy was how the baristas knew the people who came in and welcomed them like old friends. It was not just about the coffee—it was about the experience of making people feel at home. This, he believed, American coffee shops were not doing. Schultz saw Starbucks as more than a place you could buy coffee. He saw it as a place people would come and feel at home, and where the people who worked there built real relationships with the people who came in every day.

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Taking A Risk To Bring His Vision To Life Was A Huge Step In Changing How Starbucks Operated And Grew

When Schultz presented his vision for Starbucks as a coffeehouse, the original owners were not receptive to the idea. They were satisfied with the way things were and with selling coffee beans, but Schultz would not abandon his vision. He left Starbucks temporarily to start his own coffee business, based on what he observed in Italy. His new coffee house, Il Giornale, sold espresso-based drinks and the establishment of a warm atmosphere. He later bought Starbucks and converted it into what he envisioned—a warm coffeehouse with a sense of community.

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Creating A Coffeehouse Experience Meant Designing A Space That Felt Inviting And Comfortable

Schultz not only wanted Starbucks to sell good coffee—he wanted it to be somewhere people would want to be. He became interested in the store design, making sure the stores were comfortable, softly lit, and friendly. He wanted Starbucks to become a “third place” for people, somewhere that was neither home nor the office but still personal. His vision was that if people felt comfortable being in Starbucks, then they would keep returning, and that would result in the company's success.

Bringing High-Quality Espresso Drinks To America Made Starbucks Stand Out From Other Coffee Shops

Before Schultz upgraded them, most American coffee houses did not focus much on espresso drinks like Italian coffee houses did. Schultz wanted to expose consumers who may not have otherwise been familiar with them to good quality coffee and a variety of espresso-based drinks. Starbucks became the place where consumers could get something different from the typical drip coffee by doing this. Starbucks grew fast and became one of the world's most profitable chains because it focused on quality and carefully crafted drinks.

Treating Employees Well Was A Big Part Of His Plan To Create A Stronger Company And Improve Customer Experience

For Starbucks to become the friendly place that he envisioned, the employees, according to Schultz, needed to be taken care of. He introduced benefits previously unheard of in the food and beverage industry, including health coverage and stock options for part-time employees. This guaranteed the employees were satisfied and motivated, and hence, delivered good service to the clients. He believed that if the employees were appreciated, then they would deliver the friendly and open environment he envisioned for Starbucks.

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Expanding Starbucks Around The World Helped Bring Howard Schultz’s Coffeehouse Vision To More People

As Starbucks continued to thrive in the United States, Schultz saw that it had the potential to expand even more. He focused his efforts on expanding the company globally while keeping the same coffeehouse atmosphere that had captivated him in Italy. Starbucks stores were established in other countries, but he made sure that the stores were the same welcoming location with the same quality of beverages. His persistence in staying true to his vision while adapting to fit the new markets allowed Starbucks to become one of the most well-known global coffee brands.