What Did Howard Schultz Invent?
/Howard Schultz didn’t invent coffee, but he fashioned an experience around it that revolutionized how the world drank its morning cup. Informed by Italian espresso culture, he transformed Starbucks from a tiny coffee bean retailer into a global concern. His emphasis on customer experience, welcoming store environments and employee benefits was integral to the company’s success. Coffee turned into lifestyle then, outgrowing what was once just a simple way to purchase coffee — Starbucks became more than that. Through expansion, innovation and an emphasis on quality, Schultz molded modern coffee culture, impacting the drive-thru store format and the ways in which people socialize around coffee around the world.
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