SCHULTZ’S CORPORATE CLAPTRAP

‘Starbucks is an immersive, ultra-premium, coffee-forward experience’

‘It was not the calling of coffee, but the calling to try to build a company that my father never got a chance to work for’

‘We’re not in the business of filling bellies; we’re in the business of filling souls’

‘The challenge of the retail business is the human condition’ ‘Success is very shallow if it doesn’t have emotional meaning’

‘We need to put ourselves in the shoes of our customers. That is my new battle cry. Live and breathe Starbucks the way our customers do’

‘Coffee doesn’t lie. It can’t. Every sip is proof of the artistry – technical as well as human – that went into its creation’