be the in-thing to attract people, and word-of-mouth is the cheapest and most effective way to communicate. Schultz's goal has been to open stores everywhere. Another important consideration has been making sure that the coffee would be delivered fresh everywhere, so transportation was very important. After 10 days, the company donates its coffee to charities because it is not fresh enough for the stores. Today, the company uses vacuum-sealed containers. Schultz wants Starbucks to be a portable luxury, an oasis where people could have casual interactions.
In creating his company vision, Schultz said he wanted to unlock the romance and mystery of coffee. Starbucks did not sell coffee by the cup. He tried to get the company to do so, and did get it to open a new store in 1984 as a test, selling coffee both as a beverage and in the form of coffee beans. This store was very successful. He has also said he wanted to work with a shared vision with like-minded souls. Schultz said he would run the company the way he wanted others to treat him--in a fashion honest and open, treating all with respect and dignity. The success of the company shows that this has been the right decision.
The company imprints its obsession with customer service on 20,000 employees, including managers of its $800,000 a year cafes. The company conducts classes to achieve this. "Brewing the Perfect Cup" is one of five classes that all "partners," as employees are called, must complete during their first six weeks with the company. The company does not franchise (Reese 190).
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