Page 118 - The Starbucks Experience

Surprise and Delight

cery. Why, you ask? So that I could make that easy right-hand
turn into Starbucks. And to appease my little toddler, I’d grab
him a healthy bottle of juice. Soon, I realized that my son
looked forward to this morning ritual just as much as I did.”
Humans, by nature, look forward to ritual. Starbucks lead-
ership understands that a business can become a part of cus-
tomers’ rituals and routines by offering a familiar experience.
Professor & Minister Todd Bouldin says, “Go by Starbucks
on any given afternoon, and you will find young people
huddled around tables in conversation for hours. Business
meetings take place. Friends catch up over a Frappuccino ®
blended beverage. The person behind the register comes to
know us by name, and our name is even placed on our cup.
It is safe, personal, and simple—to some extent, routine—and
that seems to be what keeps drawing us back over and over
again. Starbucks has found the favor of all the people.” 103
When a business consistently draws the favor of a large
number of people, other individuals gather at that location
to enjoy community. For this reason, Reverend Josh Louder-
milk, Liberty Hill UMC, has made Starbucks his church
office: “I know Starbucks is trying to be the third place after
home and work, but for me it’s my second place—it is where
I work. It’s where the community gathers, so I respectfully
gather there as well.”
Starbucks has built its brand with far less advertising than
most other companies of its size. When customers can rely
on a consistent positive experience, they feel compelled to
share their experience with others. This creates an ever-
growing customer base through word of mouth. By being
predictable, a business offers comfort, routine, reliability,
and, in the case of Starbucks, a place where the community
gathers.