Starbucks doesn't sell coffee

There are million cafés worldwide that boast a variety of high-quality coffee drinks but
their popularity cannot be even compared to the one that a chain of Starbucks coffee shops
has. So what is a secret? What is so special about this brand? Why do people come back to
Starbucks’ cafes over and over again while there are a lot of other places for them to choose
from? The trick is that Starbucks actually does not sell coffee. It provides its customers with a
unique unforgettable experience that touches the right chords of their souls instead. In his
book Brand Success: How the World’s Top 100 Brands Thrive and Survive (2011) Haig
mentions that Starbucks success is based on three main factors.