My Parents Really Wanted Me To Get

Our History Is Based On Extending The Brand To Categories Within The Guardrails Of Starbucks.

When I Returned As Ceo In 2008, Starbucks Had Forgotten That Meaningful Innovations Balance An Organization's Heritage With Modern-day Relevance And Market Differentiation, So We Had To Reorient. In One Brainstorming Session, We Visited And Observed Great Retailers, Then Asked Ourselves, 'if Starbucks Did Not Exist, What Type Of Coffee Experience Would We Create?

China Traditionally Has Been A Tea-drinking Country But We Turned Them Into Coffee Drinkers.

With A Population Of More Than 600 Million People, An Emerging Middle Class That Is Driving Strong Consumption, And A Robust And Resilient Economy, Southeast Asia Presents A Compelling Growth Opportunity For Starbucks.

You Walk Into A Retail Store, Whatever It Is, And If There's A Sense Of Entertainment And Excitement And Electricity, You Wanna Be There.