The Starbucks Experience

On February 23rd Starbucks posted the following memo on its website:

Seattle, WA--February 23, 2007
Rumor Response: Internal Executive Email:

This memo is legitimate. It is a reflection of the passion and commitment Starbucks has to maintaining the authenticity of the Starbucks Experience while we continue to grow. We believe that success is not an entitlement and that it has to be earned every day. We do not embrace the status quo and constantly push for reinvention. This is a consistent, longstanding business philosophy to ensure we provide our customers the uplifting experience they have come to expect.

The memo clearly indicates that Starbucks is a company dedicated to maintaining a positive image. Despite the company's success, it must put in a great amount of effort to uphold the status it has worked so hard to attain. Starbucks' executives indicate that they continue to be passionate about the company and strongly believe that it should remain innovative. Because Starbucks is successful, it should not compromise the principles on which it was founded. In my opinion, it was a wise PR decision for Starbucks executives to come out with this memo to prove their dedication to the company and the company's dedication to its customers.