Starbucks will launch its latest venture, and the doors open tomorrow.
It will allow the earthy aroma coffees of Brezza Blend and all these others — the exotic coffees — to waft through the streets of Seattle,
where, of course, the company started and which is its headquarters and home.
But, this [is] no ordinary Starbucks.
Shane, still waiting for your coffee, capped with skim milk!
With the iconic green logo nowhere in sight and whizzing and whirling tubes carrying beans to and fro,
it’s all part of chief exec Howard Schultz’s ambitious plans.
He wants to double the company’s revenues in five years’ time.
The problem is, how do you double company’s revenues when you’ve got a shop just about on every corner in every city in every part of the world?
Poppy Harlow asked him.
Is this the new Starbucks?
This is not the new Starbucks, but I would say in our 43-year history, this is as historic [a] moment
as there possibly could be in opening up this roastery and this majestic place that will take our customers on a magical carpet ride.
You called this the Willy Wonka of coffee.
I did. Let me tell you why.
Nine and a half years ago, I wrote in a journal, “Let’s create the Willy Wonka of coffee.”
And what I wanted to try and do was create this multisensory experience with theater, romance, drama,
and have the coffee moving around and create a real roasting, manufacturing facility.
And we’ve done it.
You’re gonna be able to come into this facility, and you can have multiple methods of how you want your coffee brewed.
This is a great thing.
So, this is a blend of coffee — not a single varietal —
of Java, Guatemala and Colombia, called Pantheon, only created for this particular store.
Are you gonna make money on these? They’re big and fancy, and expensive.
Yeah. This is an expensive facility to build, but this is not a vanity play for the company or for me.
This is a working roasting facility, and the coffee bar and the coffee facility will be profitable.
Fair to say this is your answer to those who say, “I don’t want Starbucks. They’re on every single corner. I want my independent coffee shop.”
Well, I think the independents have done a very good job.
It’s not our answer to that, but it is the demonstration to the entire world that the quality and the integrity of Starbucks coffee,
in my view and in the view of millions of people, is as good as any other coffee produced anywhere.
The coffee here [is] about 40 to 50 percent more expensive.
That’s probably true.
Do Americans want to learn about their coffee? Do they want to sit here and enjoy and take time?
’cause don’t a lot of them just want to grab it and run?
I’ve talked for a year now about this seismic change
of consumer behavior changing and going away from bricks-and-mortar traditional retailer shopping to e-commerce and mobile.
In order to mitigate that, I think it’s incumbent on the responsibility of the retailer to create these fantastic experiences [that are] gonna sweep them away.