

Came here to say this. What ‘premium’ experience is he talking about?
Something tells me that the only Starbucks he actually has used recently is likely a very high-end version for the C titles in HQ, meters away from his office and for employee use only.



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).