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When I First Discovered In The Early 1980s The Italian Espresso Bars In My Trip To Italy, The Vision Was To Re-create That For America - A Third Place That Had Not Existed Before. Starbucks Re-created That In America In Our Own Image; A Place To Go Other Than Home Or Work. We Also Created An Industry That Did Not Exist: Specialty Coffee.

-Howard Schultz

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When I First Discovered In The Early

Howard Schultz

When I First Discovered In The Early 1980s The Italian Espresso Bars In My Trip To Italy, The Vision Was To Re-create That For America - A Third Place That Had Not Existed Before. Starbucks Re-created That In America In Our Own Image; A Place To Go Other Than Home Or Work. We Also Created An Industry That Did Not Exist: Specialty Coffee.

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Customers Don't Always Know What They Want. The Decline In Coffee-drinking Was Due To The Fact That Most Of The Coffee People Bought Was Stale And They Weren't Enjoying It. Once They Tasted Ours And Experienced What We Call "the Third Place" ... A Gathering Place Between Home And Work Where They Were Treated With Respect.. They Found We Were Filling A Need They Didn't Know They Had.

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