Espresso culture transfer from Italy to the USA Starbucks offered its customers additional value, and in doing so, completely reinvented the coffee experience. Afterward, Starbucks concentrated on creating a new experience for their customers for them to be able to relax and enjoy their time away from work. That changed with the addition of one man, Howard Schultz - Starbucks marketing lead at the time.Īfter one trip to Italy, Howard realized it wasn't enough only to sell coffee beans. Their initial focus was to bring high-quality and carefully sourced coffee beans to customers used to drinking instant or canned coffee. At that time, Americans usually drank coffee at home or diners. Three college friends, Zev Siegl, Jerry Baldwin, and Gordon Bowker, decide to get into the coffee business.
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