From inconspicuous beginnings as a one-store outfit in a marketplace 33 years ago, Starbucks has grown to become one of the most talked about brands in recent times. What really lit a fuse under Starbucks was not just its commitment to better beans but its move into retail – selling coffee by the cup. The stores were decorated with bins of coffee beans, photos of coffee trees, and shelves of gleaming coffee paraphernalia. Employees were trained to educate customers about what they were drinking and why it tasted good. For many, the experience was so engaging that Starbucks became a natural gathering place, and that made the brand familiar.