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Starbucks interviews

Coffee, consistency and human connection.

The promise must survive each touchpoint

“Deliver consistent, exceptional customer experiences.”

Brian NiccolChairman and CEO, Starbucks

Starbucks · 2025-10-29

Check the experience

Apply the same brand promise to the expression and the product.

Example

Let the core guide the extension

“Coffee is at the heart of Starbucks”

Brian NiccolChairman and CEO, Starbucks

Starbucks · 2025-06-04

Choose what belongs

Use a clear core to judge what a new range should borrow from the parent brand.

Example

Keep the human reason to choose

“People want to enjoy coffee in a place where they feel connected to themselves, to one another and to their community”

Brian NiccolChairman and CEO, Starbucks

Starbucks · 2026-01-29

Test the new expression

Preserve a reason to choose the brand while changing the look.

Example

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