Starbucks marketers treat customers not as occasional tourists seeking superficial trinkets but as everyday explorers seeking stories.

Everyday explorers crave authentic experiences, big or small, that will enhance their social lives. Each Starbucks location serves as a community town hall where people gather as a group or as individuals to experience life in their own ways. Starbucks simply provides a comfortable space and social lubricants (coffee drinks), enabling people to share old stories or create new stories with each other or with themselves.