Coffee beans the geography of all kinds of coffee is the flavor.

All the story atmosphere is in place, and now the price can be marked like wine. A large 16-ounce latte contains 440 calories, about the same as two bags of Maurem chocolates, and costs about $4.50 in New York City-about three times as much as McDonald's most expensive premium coffee.

The story comes into play when consumers are enjoying the high-priced coffee while wondering where the drink comes from. In the understanding of the story, the reason why consumers will get the high price of coffee themselves, secondly, they began to work hard in the store. The average coffee shop is classified according to the intensity of the coffee, but Starbucks is beginning to change its approach, reclassifying it by origin, or by story. The company changed its colorful Starbucks coffee packaging to a white bag with only color stripes indicating the country of origin.

Finally, Starbucks also launched a series of in-store promotional measures, each aimed at a new drink, aimed at passing on different regional characteristics to customers. Starbucks developed 70 drinks every year, eight of which will eventually form new products. Schultz decided to look for stories in these new products. Let's see how these stories are formed.

First of all, Starbucks sent marketers and designers on board the plane to go to the coffee producing area to look for inspiration. Their requirements are very clear. It can be said that going deep into the field is the process and cause of the beverage. On the surface, such a field trip is very similar to collecting customs. In fact, it is necessary to find the story they need.