In 1983, Howard Schultz’s one travel moment in Italy inspired Starbucks’ global coffee culture
dharasuta
Sunday, May 3, 2026
A Milan espresso bar visit in 1983 became a turning point for Howard Schultz. He saw coffee as more than a drink, but an experience. This observation led to Starbucks' focus on atmosphere and customer relationships. The brand's success shows how cultural observation can create a global business model. Starbucks' journey inspires entrepreneurs to explore new ideas.
