Seattle, Washington, is the home to Starbucks, a well-known coffee brand that has its origins in Pike Place Market. Currently having over 22,000 stores worldwide, its success stems from its current Chief Executive Officer (CEO) Howard Schultz, and his visit to Italy’s espresso bar in 1981 (Company Information). Schultz describes his epiphany that “connect[ing people] who loved coffee did not have to take place only in their homes” that led him to “unlocking the romance and mystery of coffee, firsthand, in coffee bars (Schultz and Yang qtd. in Ruzich 434). His experience in Italy transformed Starbucks to what we now know and love. Starbucks not only serves coffee and tea, but also provides an enticing environment that welcomes both children and adults through their use of
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The first type, self-love, gives the customer a sense of self expression when customizing their orders, and listening to the in-store music where they can “discover their next favorite song” (Starbucks Coffee qtd. in Ruzich). The customizing of the customer’s coffee becomes an extension of the customer – the customer’s personality in a cup of coffee. Starbucks welcomes individuality that Americans value; it creates a sense of independence that goes along with being an individual. The second type, romantic love, gives the customers a sense of connection to the brand with all the customization and personalization of their drinks, and the warm atmosphere the store creates encourages customers to keep in touch with one another. Each location also provides good customer service where customers can feel at home. Lastly, the third type, philanthropic love, gives coffee drinkers the acknowledgement that they are making a difference in the world by purchasing Starbucks’s coffee and products (Ruzich 434-439). Starbucks uses language as a way to communicate with their customers love their coffee in ways they never
The first type, self-love, gives the customer a sense of self expression when customizing their orders, and listening to the in-store music where they can “discover their next favorite song” (Starbucks Coffee qtd. in Ruzich). The customizing of the customer’s coffee becomes an extension of the customer – the customer’s personality in a cup of coffee. Starbucks welcomes individuality that Americans value; it creates a sense of independence that goes along with being an individual. The second type, romantic love, gives the customers a sense of connection to the brand with all the customization and personalization of their drinks, and the warm atmosphere the store creates encourages customers to keep in touch with one another. Each location also provides good customer service where customers can feel at home. Lastly, the third type, philanthropic love, gives coffee drinkers the acknowledgement that they are making a difference in the world by purchasing Starbucks’s coffee and products (Ruzich 434-439). Starbucks uses language as a way to communicate with their customers love their coffee in ways they never