Our journey to unleash the limitless possibilities of human connection


Our Mission gives our partners agency, as every action leads to a higher order purpose. Our Promises frame our company at our best for each of our stakeholders. And now, our Values remind us of who we are and how we show up each day for one another, for our customers and for our communities around the globe. Together, we will continue find new and exciting ways to unleash the limitless possibilities of human connection.

This is our journey.

As I arrived at Starbucks, the world was experiencing massive changes – and challenges. We were still recovering from COVID in many places.  Communities were becoming increasingly divided. They were increasingly lonely. They were increasingly disconnected from one another.

But Starbucks had begun coming together to refound the company in this new reality. We saw an opportunity to evolve and modernize the core of who we are as a brand and a business. We saw an opportunity to better meet the needs of today – and of our future. My six-month immersion into Starbucks shed light on three observations which lit a clear path forward:

  1. Starbucks is in the business of human connection ... and the world needs us more than ever.
  2. Our performance is strong ... but our health needs to be stronger.
  3. We will always strive to be a different kind of company ... but we must recognize that we now operate in a different kind of world.

A new mission for a new moment

Over the years, Starbucks has continually recast its mission and principles to adapt to the changing needs of partners, the business, and the world outside. 

To reflect this evolution of the times we’re living in while paying homage to our heritage, we revitalized the Starbucks mission to fit our current environment. 

This mission was created in close collaboration with the executive leadership team. It was also inspired and refined by our conversations with partners from around the world.

In pursuit of this mission, we set out our promise to our stakeholders, which is the mutual success we commit to, together. As we operate in a different kind of world, we need to balance the needs of all those in the Starbucks orbit. We set bold ambitions of what we would achieve when we are at our best. Feedback from our partners told us that we should express that promise in a digestible clear way.   

Our promises frame what we can aim to achieve when we’re at our best:

A long-range strategy to achieve limitless possibilities

Our plans for Reinvention were first introduced by our founder Howard Schultz at the company’s Investor Day in September 2022. At that time, we reset the business to elevate the in-store experience for partners and for customers.

With an updated mission and an evolved set of promises, the Triple Shot Reinvention with Two Pumps was unveiled as the next step in the re-founding of the company. Much like a Starbucks order, these priorities are customized with two enabling “pumps.”

Our new Values

Now, we have launched new Values across the world. Created with and for our partners in stores, manufacturing plants and our support centers, the Values are foundational to reinvigorate the partner culture of our company. They will help us deliver performance through the lens of humanity.

Craft: We delight in the rigor of the details – no matter what our job is. We learn and teach in the pursuit of growth. We deliver excellence with passion and creativity.

Results: We consistently achieve our goals with focus, integrity, and drive. We continuously innovate to stay ahead. We exceed the expectations of the people we serve.

Courage: We embrace difficult conversations, with respect, to make us all better. We pursue audacious ideas beyond our comfort zone. We do the right thing, even when it is hard.

Belonging: We actively listen and connect with warmth and transparency. We recognize and appreciate every person for who they are. We treat each other with dignity and respect.

Joy: We take pride in our work and have fun while doing it. We celebrate each other and our wins. We create great vibes to bring the best out of others.

Our Values deliver performance through the lens of humanity. They are underpinned by our new Mission and Promises, and the strategic foundation of the “Triple Shot Reinvention with Two Pumps.”

Our Mission gives our partners agency, as every action leads to a higher order purpose.

Our Promises frame our company at our best for each of our stakeholders. They come to life in our actions and in the actions of the hundreds of thousands of partners around the world. 

And now, our Values remind us of who we are and how we show up each day for one another, for our customers and for our communities around the globe.

Together, we will continue to find new and exciting ways to unleash the limitless possibilities of human connection. This is our journey.