Why Starbucks Is Focusing on High-End Coffee

The transcript discusses Starbucks' strategy to elevate its brand through flagship stores and the Reserve brand, aiming to compete with local coffee shops. It highlights the challenges Starbucks faces in the competitive coffee market and its efforts to improve customer experience. The focus on millennials as a key demographic is emphasized, with Starbucks maintaining a premium position despite competition from other brands.

What are some strategies mentioned for improving customer experience at Starbucks?

In what ways is Starbucks attempting to attract younger consumers?