How Starbucks built a consumer experience around coffee

Starbucks is one of the best consumer experience-led brands.While certain consumers believe it is great coffee,in some blind taste tests,Starbucks has finished middle of the pack.Starbucks builds everything around the consumer experience.The brand view itself as being in the "moments' business.The brand stresses the importance of the culture with its staff and uses service values to deliver incredible guest experiences.Employees wear their Green Aprons with Pride.

For consumers,Starbucks offers the perfect moment of escape between home and work.To speak pleasant moments,Starbucks offers a unique combination of Italian coffee names ,European pastries,relaxed and friendly staff ,comfortable leather seats ,and inside music.Overall ,Starbucks creates a warm atmosphere ,all in support of a fabulous experience.The experience and brand creates makes the coffee taste great.

Starbucks had tremendous success in growing its brand in 1988 and 1990s.By 2003,people viewed Starbucks as one of the most modern beloved brands in the market place.Starbucks had earned a very healthy position ,so it began looking for new opportunities to grow beyond coffee.As Starbucks defined the brand as an 'escape',it naturally looked for other areas where consumers escaped.In 2003,Starbucks created its own music recording company,won eight Grammys,then launched a move,and started a partnership with William Morris to scout for music ,books,and films.

Starbucks even opened an 'entertainment' office in Los Angeles.