Page 115 - The Starbucks Experience

PRINCIPLE 3

no matter where you go in the world. I’ve been to Starbucks
in Edinburgh, London, Tokyo . . . and they were all great.
Starbucks is the traveler’s best friend!”
By holding out a standard of legendary service, defining
the five key ways to make that service happen, and commu-
nicating successes and breakdowns, Starbucks leadership
links each individual store to a common objective. Consis-
tency means that customers will find safety in the company,
its product, and its service. They can trust Starbucks and
incorporate it into important and special times in their lives.
For regular customer Elif Wisecup, Starbucks serves an
important grounding function in a whirlwind of travel.
“As a political consultant,” says Elif, “my husband works
hard in a job that he absolutely loves. He’s constantly on
planes, living in hotel rooms, and switching time zones as he
100 attends focus groups, meets with candidates, and plans cam-
paigns. He travels all over the country, and I often join him
when my schedule allows or when I’m in danger of forget-
ting what he looks like!”
According to Elif, her husband’s “first order of business is
to locate a Starbucks. He’s like a general establishing a base
camp. No other location will do. Sure, he’s staying at a hotel.
Sure, he could start the day by eating a stale muffin from a
continental breakfast display and by brewing himself a cup
of coffee using the in-room machine with water from the
bathroom sink. But the feeling of walking into a clean and
bright Starbucks and being helped by friendly staff, no mat-
ter where you are, is more than worth the price of admission.
The familiar surroundings provide a sense of continuity in
our very discontinuous lives, and for that, we are grateful.”
When others can rely on you to provide them with exactly
what they expect no matter where they are, you reinforce the
image and strength of your brand in the place that matters