Harry Roberts stuck his head in my office door and said, "Would you like to write a marketing plan for this Seattle coffee company? They want to go national and open some stores in Chicago and Boston. Maybe they'll hire us to do their advertising."
Take Home These Magic Beans
Does it take magic to make great coffee at home?
The trick is to shop at Starbucks. We will introduce you to the simple magic of fine coffee brewing. Starbucks' freshly roasted beans and quality brewing equipment are the secret ingredients.
Amaze your friends.
The first line of that 1989 marketing plan read, "During the next five years, Starbucks Coffee Company will become North America's dominant retailer of specialty coffees. " A lot of people thought Howard Schultz was talking through his hat.
