Starbucks Sells Hospitality, Not Coffee

Posted: July 26, 2011 in books, community, misc

In his history of Starbucks, Taylor Clark argues that the secret of Starbucks’s success is not in its coffee, but “the pull of the coffeehouse as a place.”… Starbucks’s research showed that people wanted “a cozy atmosphere above all else. … For those seeking a refuge from the world, the cup of coffee they bought was really just the price of admission to partake of the coffeehouse scene.”  Starbucks is selling us hospitality.

Tim Chester, A Meal with Jesus, p. 46-47, emphasis mine

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