Howard Schultz: uncertainty

Transcript context

…And it gives you superpowers. I’d like to believe it’s not based on what you are characterizing as an addictive beverage. I’d like to believe it’s the experience that has been created around the enjoyment of the coffee and the experience that happens. I also think, and we haven’t really spoke that much about it, is I can’t state enough over the last two decades what customization meant to the company, and how customers created a personal beverage well beyond what the menu was. I don’t know any other business in which the incrementality of the price has been dictated by the consumer. The base price is X, but most people are doing something in— X plus Y.…

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