Starbucks lCoffee Company's mission is "to inspire and nature the human spirit- one cup and one neighbor at a time." The company sUives to select the best quality of coffee that knows well as Arabica beans in Latin America, Africa, and Asia to serve their customers. The roasting of coffee has become the expertise of the brand. Therefore, the company is more condent in the avor of coffee beans that is different from others, and it can satisfy its customers. One of the strategies of growth for Starbucks is growing the number of stores. Instead of opening dine-in locations, the company has put their concentration on opening up drive-thins in the outer edges of urban and suburban communities. The idea of express stores is also in talks to become an essential concept in cities like New York, Boston, and Seattle. It is a strategy that is focused mainly on increasing the company's store penetration. Another business sIIategy is the focus is creating new customer occasions. The lunch hours, for Starbucks location, have been the fastest-growing time of day for the past few years. The company plans to offer on the go box meals offering more fresh items and a concept called bistro boxes, that's included sandwiches, 1 1 1 . 1 . I-I -11 1 'II . .I. .1 r . 1.r