What important concept did Howard Schultz aim to promote through his changes at Starbucks?

Howard Schultz aimed to promote the concept of community and conversation through his changes at Starbucks. He envisioned Starbucks not just as a place to purchase coffee, but as a "third place" between home and work, where customers could gather, socialize, and engage in meaningful conversations. This philosophy helped shape the atmosphere of Starbucks stores, creating an environment that encourages connection and community bonding among patrons.

The emphasis on community supports the idea that coffee consumption can be a social experience, fostering relationships and interactions. This concept has been integral to Starbucks’ brand identity and customer experience, encouraging people to linger in stores, share conversations, and build community connections over a cup of coffee.