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Mission, Strategy, and Ethics at Starbucks Presenters: McKeon, Mulzoff, Parisi, Singh January 17, 2007
History
Chief Executive Officers
Mission Statement
Starbucks Guiding Principles <ul><li>Provide a great work environment and treat each other with respect and dignity. </li>...
Corporate Social Responsibility Report (CSR)
Starbucks Awards <ul><li>Recognized as one of “Ten Most Admired Companies in </li></ul><ul><li>America”  -  FORTUNE: 2003 ...
<ul><li>Coffee and Farmer Equity Practices (C.A.F.E.) </li></ul><ul><li>Fair Trade Coffee (F.T.C.) </li></ul><ul><li>Suppl...
C.A.F.E <ul><li>Starbucks developed practices with suppliers  </li></ul><ul><li>Ensures farmers produce quality bean and p...
Fair Trade Coffee <ul><li>Fair Trade Certification similar to C.A.F.E </li></ul><ul><li>Starbucks purchased 11.5 million p...
Starbucks Supplier Code  of Conduct <ul><li>Ensure supply chain transparency </li></ul><ul><li>Support sound procurement d...
<ul><li>Certified by an independent third party to be at least 51% owned and operated by women, minorities, or individuals...
<ul><li>Global Exchange, Oxfam and the Organic Consumers Association </li></ul><ul><ul><li>Purchase MORE Fair Trade Coffee...
Community Well-Being <ul><li>Build relationships with local communities </li></ul><ul><li>Assist in educational programs <...
“ Starbucks Cup Runneth Over” <ul><li>Earvin “Magic” Johnson’s Development Corp. </li></ul><ul><li>The Starbucks Foundatio...
Keeping It Green
“ The Sky’s the Limit”
A Cup’s Story or “A Tale of the Cup”
The CUP Program
Daily Grind <ul><li>Care for partners well-being </li></ul><ul><li>Encourage our partners involvement </li></ul><ul><li>Bu...
We The People or “He Said, She Said” <ul><li>Starbucks versus Unionization </li></ul><ul><li>Employee Lawsuits </li></ul><...
A Tale Of Two Cups <ul><li>Noble   </li></ul><ul><li>Engaging our communities </li></ul><ul><li>Taking care of our partner...
Partnership Begins <ul><li>Partners with Host Marriott  </li></ul><ul><ul><li>Licensing Agreement </li></ul></ul><ul><ul><...
Partnership Becomes Part of Starbucks   <ul><li>Seattle’s Redhook Ale Brewery </li></ul><ul><ul><li>Double Black Stout </l...
Partnership In The Air <ul><li>Horizon Airlines </li></ul><ul><ul><li>First airline to recognize the added value that grea...
Partnership Expands <ul><li>PepsiCo  (North American Coffee Partnership) </li></ul><ul><ul><li>Had the best distribution s...
Something Still Missing….  ? <ul><li>There was still something lacking: </li></ul><ul><ul><li>Acquires Hear Music Channel ...
Its Never Going to End….. <ul><li>Other Strategic Partnerships </li></ul><ul><ul><li>Nordstrom Stores </li></ul></ul><ul><...
Partnership Success <ul><li>Starts with a One-Year Agreement </li></ul><ul><ul><ul><li>Profit </li></ul></ul></ul><ul><ul>...
Reason for Partnerships <ul><li>Enhances the brand equity and burnishes their image </li></ul><ul><li>Introduces new custo...
BUSSINESS STRATEGY <ul><li>Location, Location… Location </li></ul><ul><li>Manhattan is the quintessential example of the S...
<ul><li>Starbucks embraces self-cannibalization as the fastest way to expand business </li></ul><ul><li>Idea began when th...
BUSINESS STRATEGY <ul><li>Method to the Madness </li></ul><ul><li>Close by locations keep the flow moving within the store...
BUSINESS STRATEGY <ul><li>Method to the Madness </li></ul><ul><li>Close by locations create a sense of  Ubiquity </li></ul...
BUSINESS STRATEGY <ul><li>Method to the Madness </li></ul><ul><li>Starbucks is predicting a 20-25% growth per year for the...
BUSINESS STRATEGY <ul><li>It’s a Small World After All </li></ul><ul><li>37 Countries including…. </li></ul>
BUSINESS STRATEGY <ul><li>With 1.3Billion, Who Cares if They Drink Tea </li></ul><ul><li>China expects to be Starbucks lar...
BUSINESS STRATEGY <ul><li>One World Under Starbucks </li></ul><ul><li>Starbucks is counting on the youth </li></ul><ul><ul...
BUSINESS STRATEGY <ul><li>Where Everyone Knows Your Name </li></ul><ul><li>With all these big growth plans and ideas of en...
BUSINESS STRATEGY <ul><li>Starbucks Lingo </li></ul><ul><li>One of Starbucks critical success factors is their lingo </li>...
BUSINESS STRATEGY <ul><li>Liquid Dessert </li></ul><ul><li>Frappuccino is Starbucks signature beverage </li></ul><ul><li>C...
BUSINESS STRATEGY <ul><li>More than 18 times per month </li></ul><ul><li>To increase revenues Starbucks is seeking to attr...
BUSINESS STRATEGY <ul><li>Would You Like Egg With That? </li></ul><ul><li>60% of business happens before 10am </li></ul><u...
BUSINESS STRATEGY <ul><li>The ‘Third’ Place </li></ul><ul><li>Starbucks positions their cafes to be the ‘third place’ impr...
BUSINESS STRATEGY “ Starbucks unique culture, the intimacy of its brand, and the uniqueness of the customer experience wil...
BUSINESS STRATEGY <ul><li>Critical to Starbucks Success </li></ul><ul><li>Hire and train employees that act more as a part...
BUSINESS STRATEGY <ul><li>The value of the Starbucks strategy is that their products transcends class structure in our soc...
 
 
 
 
 
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Mission, strategy, and ethics at starbucks v2

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My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.

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Mission, strategy, and ethics at starbucks v2

  1. 1. Mission, Strategy, and Ethics at Starbucks Presenters: McKeon, Mulzoff, Parisi, Singh January 17, 2007
  2. 2. History
  3. 3. Chief Executive Officers
  4. 4. Mission Statement
  5. 5. Starbucks Guiding Principles <ul><li>Provide a great work environment and treat each other with respect and dignity. </li></ul><ul><li>Embrace diversity as an essential component in the way we do business. </li></ul><ul><li>Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. </li></ul><ul><li>Develop enthusiastically satisfied customers all of the time. </li></ul><ul><li>Contribute positively to our communities and our environment. </li></ul><ul><li>Recognize that profitability is essential to our future success. </li></ul>
  6. 6. Corporate Social Responsibility Report (CSR)
  7. 7. Starbucks Awards <ul><li>Recognized as one of “Ten Most Admired Companies in </li></ul><ul><li>America” - FORTUNE: 2003 – 2006 </li></ul><ul><li>One of “100 Best Corporate Citizens” - Business Ethics Magazine </li></ul><ul><li>One of “The 100 Best Companies to Work For” </li></ul><ul><li>“ Most Admired Company” in the Food Service Category </li></ul><ul><li> - Fortune 2001 – 2005 </li></ul><ul><li>Ranked Sixth on the US Environmental Protection Agency’s Green </li></ul><ul><li>Power </li></ul><ul><li>Partnership list of “Top 25 Green Power Partners” for its significant </li></ul><ul><li>purchase of Green Power </li></ul><ul><li>Starbucks is recognized in Diversity Inc.’s “Top 50 For Diversity” </li></ul><ul><li>and “Top 10 Companies for Latinos” </li></ul><ul><li>Starbucks is recognized as “Model Company for Sustainable </li></ul><ul><li>Economic” by the Luoho Government in Shenzhen, China </li></ul>
  8. 8. <ul><li>Coffee and Farmer Equity Practices (C.A.F.E.) </li></ul><ul><li>Fair Trade Coffee (F.T.C.) </li></ul><ul><li>Supplier Code of Conduct </li></ul><ul><li>Supplier Diversity Program </li></ul>Business Practices Around The Globe
  9. 9. C.A.F.E <ul><li>Starbucks developed practices with suppliers </li></ul><ul><li>Ensures farmers produce quality bean and protect </li></ul><ul><li>environment </li></ul><ul><li>Assists in farmer economic development </li></ul><ul><li>Deliver quality bean in line with Starbucks standards </li></ul>
  10. 10. Fair Trade Coffee <ul><li>Fair Trade Certification similar to C.A.F.E </li></ul><ul><li>Starbucks purchased 11.5 million pounds </li></ul><ul><li>Work with Global Exchange to promote </li></ul>
  11. 11. Starbucks Supplier Code of Conduct <ul><li>Ensure supply chain transparency </li></ul><ul><li>Support sound procurement decisions through supplier screening and development </li></ul><ul><li>Focus on supplier performance improvement in alignment with Starbucks values </li></ul>
  12. 12. <ul><li>Certified by an independent third party to be at least 51% owned and operated by women, minorities, or individuals who are socially or economically disadvantaged. </li></ul>Supplier Diversity * Received Regional Company of the Year award from National Minority Business Council
  13. 13. <ul><li>Global Exchange, Oxfam and the Organic Consumers Association </li></ul><ul><ul><li>Purchase MORE Fair Trade Coffee </li></ul></ul><ul><ul><li>Discontinue purchase of genetically engineered dairy products </li></ul></ul><ul><ul><li>More support of coffee farmers in economically depressed areas </li></ul></ul><ul><li>Oxfam's, Starbucks and Ethiopia </li></ul><ul><ul><li>more government support versus less legal complexity </li></ul></ul><ul><li>“… involvement, it will be interesting to see how the battle develops. Starbucks has loyal customers who may well be prepared to hear its side of the story. Is it too much to hope that this battle might mark a turning-point in the war over corporate ethics, and that it will cease to be enough merely for a pressure group to throw mud at a company to make that mud stick? The Economist will drink a grande extra-wet triple-latte to that .” </li></ul><ul><li>The Economist Dec. 2005 </li></ul><ul><ul><li>…” Does Starbucks care? Ask any coffee farmer.” </li></ul></ul><ul><ul><li>Starbucks Letter to the Editor: Seattle Post Intelligencer – Dec. 22, 2006 </li></ul></ul><ul><ul><ul><li>Dub Hay - Senior vice president, Coffee and Global Procurement </li></ul></ul></ul>Percolating Issues of the Day
  14. 14. Community Well-Being <ul><li>Build relationships with local communities </li></ul><ul><li>Assist in educational programs </li></ul><ul><li>Assist in the needs of our society </li></ul><ul><li>Monitor our Impact </li></ul>
  15. 15. “ Starbucks Cup Runneth Over” <ul><li>Earvin “Magic” Johnson’s Development Corp. </li></ul><ul><li>The Starbucks Foundation </li></ul><ul><li>Make Your Mark Fund </li></ul><ul><li>Community – Word Projects </li></ul><ul><li>Save The Children </li></ul><ul><li>CA.R.E. </li></ul><ul><li>U.N. Global Compact </li></ul>
  16. 16. Keeping It Green
  17. 17. “ The Sky’s the Limit”
  18. 18. A Cup’s Story or “A Tale of the Cup”
  19. 19. The CUP Program
  20. 20. Daily Grind <ul><li>Care for partners well-being </li></ul><ul><li>Encourage our partners involvement </li></ul><ul><li>Business Code Of Conduct </li></ul><ul><li>Foster diversity and inclusion </li></ul>
  21. 21. We The People or “He Said, She Said” <ul><li>Starbucks versus Unionization </li></ul><ul><li>Employee Lawsuits </li></ul><ul><li>“ Cluster-Bombing” </li></ul>
  22. 22. A Tale Of Two Cups <ul><li>Noble </li></ul><ul><li>Engaging our communities </li></ul><ul><li>Taking care of our partners </li></ul><ul><li>Profitable </li></ul><ul><li>Small coffee shop owner lawsuits </li></ul><ul><li>NLRB ruling, Employee lawsuits </li></ul>
  23. 23. Partnership Begins <ul><li>Partners with Host Marriott </li></ul><ul><ul><li>Licensing Agreement </li></ul></ul><ul><ul><li>Attracted customers from all over the world. </li></ul></ul><ul><ul><li>Turned out to be successful in the long run </li></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul><ul><ul><ul><li>Increased staffing </li></ul></ul></ul><ul><ul><ul><li>Management support </li></ul></ul></ul>
  24. 24. Partnership Becomes Part of Starbucks <ul><li>Seattle’s Redhook Ale Brewery </li></ul><ul><ul><li>Double Black Stout </li></ul></ul><ul><ul><li>Products focused on adult customers </li></ul></ul><ul><li>Dreyer’s Grand Ice Cream </li></ul><ul><ul><li>Java Chip, Biscotti Bliss, Vanilla Mocha Chip….and many more product names. </li></ul></ul><ul><ul><li>Had the best distribution system in selling </li></ul></ul><ul><ul><li>ice cream </li></ul></ul><ul><ul><li>Enhanced the brand equity of Starbucks </li></ul></ul>
  25. 25. Partnership In The Air <ul><li>Horizon Airlines </li></ul><ul><ul><li>First airline to recognize the added value that great coffee gives to its passengers. </li></ul></ul><ul><ul><li>Easy to serve on short flights throughout Seattle </li></ul></ul><ul><li>United Airlines </li></ul><ul><ul><li>Risky partnership </li></ul></ul><ul><ul><li>Came up with a way to handle quality control on planes with varying equipments </li></ul></ul>
  26. 26. Partnership Expands <ul><li>PepsiCo (North American Coffee Partnership) </li></ul><ul><ul><li>Had the best distribution system of beverages among competitors </li></ul></ul><ul><ul><li>Created new beverage lines (ready-to-drink cold coffee) </li></ul></ul><ul><ul><ul><li>Frappuccinos, Double Shot </li></ul></ul></ul><ul><li>Ethos Water </li></ul><ul><ul><li>Partners with PepsiCo to distribute its bottled water </li></ul></ul><ul><li>Kraft Food </li></ul><ul><ul><li>Manages all Starbucks whole beans and ground coffee products. </li></ul></ul>
  27. 27. Something Still Missing…. ? <ul><li>There was still something lacking: </li></ul><ul><ul><li>Acquires Hear Music Channel (1999) </li></ul></ul><ul><ul><li>Partners with T-Mobile </li></ul></ul><ul><ul><li>Partners with Hewlett Packard </li></ul></ul><ul><ul><li>Partners with XM Satellite Radio </li></ul></ul><ul><ul><li>“ This service is a natural extension of the Starbucks </li></ul></ul><ul><ul><li>coffeehouse experience, which has always been about </li></ul></ul><ul><ul><li>making connections with the people and information that </li></ul></ul><ul><ul><li>are important to us over a cup of coffee” </li></ul></ul><ul><ul><li>- Howard Schultz </li></ul></ul>
  28. 28. Its Never Going to End….. <ul><li>Other Strategic Partnerships </li></ul><ul><ul><li>Nordstrom Stores </li></ul></ul><ul><ul><li>Sheraton and Westin Hotels </li></ul></ul><ul><ul><li>Hyatt Hotels </li></ul></ul><ul><ul><li>Barnes & Noble Bookstore </li></ul></ul><ul><ul><li>Chapter’s Inc Bookstore </li></ul></ul><ul><ul><li>Albertson’s </li></ul></ul><ul><ul><li>U.S Office Products </li></ul></ul><ul><ul><li>College Campuses </li></ul></ul>
  29. 29. Partnership Success <ul><li>Starts with a One-Year Agreement </li></ul><ul><ul><ul><li>Profit </li></ul></ul></ul><ul><ul><ul><li>Performance </li></ul></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul>Successful? Deal Extends Unsuccessful? Deal Expires
  30. 30. Reason for Partnerships <ul><li>Enhances the brand equity and burnishes their image </li></ul><ul><li>Introduces new customers to the Starbucks experience </li></ul><ul><li>Strategic Partners </li></ul><ul><ul><li>Understands value of Starbucks </li></ul></ul><ul><ul><li>Has brand name recognitions and a good reputation in its field. </li></ul></ul><ul><ul><li>Promises to protect Starbucks brand and quality of coffee </li></ul></ul><ul><ul><li>“ If we weren’t so obsessed with control, our business would </li></ul></ul><ul><ul><li>be a a lot easier. But the coffee wouldn’t be as good.” </li></ul></ul><ul><ul><li>-Howard Schultz </li></ul></ul>
  31. 31. BUSSINESS STRATEGY <ul><li>Location, Location… Location </li></ul><ul><li>Manhattan is the quintessential example of the Starbucks location strategy </li></ul><ul><li>Starbucks objective is to “establish themselves as the most recognized and respected brand in the world” (SB annual report 2005) </li></ul><ul><li>Aggressive store tactics that are unconventional because they place one location in very close proximity to the next. </li></ul><ul><ul><li>“ We self-cannibalize at least a third of our stores every day” (Schultz, Starbucks’ Growth Strategy, St. Pete Times online) </li></ul></ul>
  32. 32. <ul><li>Starbucks embraces self-cannibalization as the fastest way to expand business </li></ul><ul><li>Idea began when they acquired a competitor in British Columbia </li></ul>Zip Code 10019 Zip Code 10016 BUSINESS STRATEGY
  33. 33. BUSINESS STRATEGY <ul><li>Method to the Madness </li></ul><ul><li>Close by locations keep the flow moving within the stores </li></ul><ul><ul><li>Most of business done at retail locations are before 10am, they aim to serve your drink in under 3 minutes </li></ul></ul><ul><ul><li>Long lines will have people leaving the store. Another Starbucks close by will hedge them from going to a competitor </li></ul></ul><ul><ul><li>It was the popularity of their seasonal cold Frappuccion flavors in Summer 2006 that cost them to have weaker than expected sales </li></ul></ul>
  34. 34. BUSINESS STRATEGY <ul><li>Method to the Madness </li></ul><ul><li>Close by locations create a sense of Ubiquity </li></ul><ul><ul><li>Starbucks uses its storefronts as billboards and clusters them close together building brand awareness and creating demand </li></ul></ul><ul><ul><li>Collaborating with their multitude of locations, the Starbucks licensed products in supermarkets, iTunes, restaurants etc., contribute to the sense of being ‘everywhere’ </li></ul></ul><ul><ul><li>Their Ubiquity gives Starbucks the luxury of having small advertising budgets </li></ul></ul>
  35. 35. BUSINESS STRATEGY <ul><li>Method to the Madness </li></ul><ul><li>Starbucks is predicting a 20-25% growth per year for the next several years </li></ul><ul><li>“ The primary driver of the company’s revenue growth continues to be the opening of new retail stores” (SB Annual Report 2005) </li></ul><ul><li>International growth is where there is a large opportunity for growth </li></ul><ul><ul><li>They are looking to expand the 3,500 locations in 37 countries to 15,000 outside the United States </li></ul></ul>
  36. 36. BUSINESS STRATEGY <ul><li>It’s a Small World After All </li></ul><ul><li>37 Countries including…. </li></ul>
  37. 37. BUSINESS STRATEGY <ul><li>With 1.3Billion, Who Cares if They Drink Tea </li></ul><ul><li>China expects to be Starbucks largest markets outside the United States </li></ul><ul><li>Starbucks has been in China since 1999. Currently they have approximately 400 locations including Beijing and The Forbidden City </li></ul><ul><li>China poses Starbucks biggest challenge yet the greatest financial potential </li></ul><ul><ul><li>Local officials considered revoking Starbucks one-year business license after two months </li></ul></ul>
  38. 38. BUSINESS STRATEGY <ul><li>One World Under Starbucks </li></ul><ul><li>Starbucks is counting on the youth </li></ul><ul><ul><li>“ a new generation of Chinese with growing spending power and an appetite for high-status brands” (Starbucks conquers tea-drinking China, CBS news online) </li></ul></ul><ul><li>Bought out a local competitor </li></ul><ul><ul><li>“ Starbucks is homogenizing the world, you’re taking culture out of places like China and Japan and Americanizing them” (Howard Schultz: The Star of Starbucks, CBS News Online) </li></ul></ul>
  39. 39. BUSINESS STRATEGY <ul><li>Where Everyone Knows Your Name </li></ul><ul><li>With all these big growth plans and ideas of entering new markets, Starbucks still strives to be the coffee shop where everyone knows your name </li></ul><ul><ul><li>“ The battle within the company is making sure growth doesn’t dilute our cultures. Starbucks executives tenaciously hold on to the idea that every store is like an independent coffee house” (Howard Schultz , The Big Gulp, Time Magazine) </li></ul></ul><ul><li>Still room for growth </li></ul>
  40. 40. BUSINESS STRATEGY <ul><li>Starbucks Lingo </li></ul><ul><li>One of Starbucks critical success factors is their lingo </li></ul><ul><li>Initially intimidating, yet creates a sense of belonging that intrigues customers and creates community </li></ul><ul><li>“ Part of the richness of the personalized Starbucks experience…producing the emotional bond that loyal Starbucks customers feel” – author, Joseph Michelli </li></ul>
  41. 41. BUSINESS STRATEGY <ul><li>Liquid Dessert </li></ul><ul><li>Frappuccino is Starbucks signature beverage </li></ul><ul><li>Created in 1995 </li></ul><ul><li>Variety of different Frappuccino </li></ul><ul><li>Explosive popularity might have been reason for weak sales in Summer 2006 </li></ul>
  42. 42. BUSINESS STRATEGY <ul><li>More than 18 times per month </li></ul><ul><li>To increase revenues Starbucks is seeking to attract new customers and increase the frequency of visit of their current customers </li></ul><ul><li>New Product innovation & Popularity of core products </li></ul><ul><ul><li>87,000 possible drink combinations, </li></ul></ul><ul><ul><li>22 new beverages in 2 years </li></ul></ul><ul><li>Offering more than just coffee </li></ul>
  43. 43. BUSINESS STRATEGY <ul><li>Would You Like Egg With That? </li></ul><ul><li>60% of business happens before 10am </li></ul><ul><li>Breakfast restaurants are stepping up their coffee </li></ul><ul><li>Breakfast sandwiches were big step for Starbucks; combating fast-food image </li></ul><ul><ul><li>Rolled out in test cities in Fall 2006 </li></ul></ul><ul><ul><li>Adding 600 more drive through </li></ul></ul>
  44. 44. BUSINESS STRATEGY <ul><li>The ‘Third’ Place </li></ul><ul><li>Starbucks positions their cafes to be the ‘third place’ impression to their customers </li></ul><ul><ul><li>They have created a place other than work or home where people will feel comfortable spending time alone or with friends </li></ul></ul><ul><li>“ We’re in the business of human connection and humanity, creating communities in a third place between work and home” (Howard Schultz, Star of Starbucks) </li></ul><ul><li>The delivery people as well as the CFO’s of the world are both enjoying the same rituals, the same coffees, the same experience. They have made coffee connoisseurs out of everyday people. </li></ul>
  45. 45. BUSINESS STRATEGY “ Starbucks unique culture, the intimacy of its brand, and the uniqueness of the customer experience will keep people coming back. The company went to great lengths to make sure the store fixtures, the merchandise displays, the colors, the artwork, the banners the music and the aromas all blended to create a consistent, inviting, stimulating environment that evoke the romance of coffee that signaled the company’s passion for coffee, and that rewarded customers with ceremony, stories and surprise.” Quality of the Starbucks Brand
  46. 46. BUSINESS STRATEGY <ul><li>Critical to Starbucks Success </li></ul><ul><li>Hire and train employees that act more as a partner to the customer than a cashier </li></ul><ul><li>Not employees, but partners </li></ul><ul><li>Instill passion, respect and dignity that they can pass on to the customers </li></ul><ul><li>82% job satisfaction rate (Hewitt Associates Starbucks Partner View Survey) </li></ul><ul><li>Partners ensure the consistency and inviting environment that embodies the quality and secret to Starbucks success </li></ul>
  47. 47. BUSINESS STRATEGY <ul><li>The value of the Starbucks strategy is that their products transcends class structure in our society </li></ul><ul><li>They differentiate from the competition because their luxury coffee is enjoyed by all types of people </li></ul><ul><ul><li>Same rituals </li></ul></ul><ul><ul><li>Same coffees </li></ul></ul><ul><ul><li>Same experience </li></ul></ul><ul><ul><li>Same community </li></ul></ul><ul><li>The luxury of “Fourbucks” and their high quality product keeps their customers returning 18 times per month </li></ul>Money is No Object

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