Starbucks CEO defends a cup of coffee costing $9

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https://cdn.imgchest.com/files/3ddb9b8b4364.mp4

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Absolutely. It was a clear attempt at adding ‘perceived value’ by using the word ‘experience’ so many times. He knows what type of consumer he’s speaking to.

These interviews are really just PR opportunities for guys like this (in their perception).

The interviewer should have pushed back and asked what made it premium.



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