Winter, at Roy Street Coffee, April 30, 2010
A meeting with famous Starbucking customer Winter at Roy Street Coffee, and Howard Schultz, CEO of Starbucks in the room:
When I started plotting out this blog entry, I had planned it to be the sequel blog post to my prior interview with Winter, who is the famous Starbucks customer on a journey to see every company-operated store in the world. Not just the US. Not just North America. The world. What an incredible goal. One has to admire the drive that people have to accomplish goals. He is a famous customer. There has been a movie made about him called “Starbucking“. He’s been featured in the media numerous times.
By way of background, the first episode of this story starts here:
Last September, I started this blog and at that time I reached out to Winter because I wanted to interview him. Lucky for me, he was coming to Seattle to visit 15th Avenue Coffee and Tea. I’ve been in contact with him ever since. He tweets. We’ve exchanged a couple of emails. I briefly caught up with him when I took a short trip to Texas to explore the then-test-version of the Frappuccino (launching everywhere May 4, 2010).
Roughly two weeks ago, Winter tweeted that he was coming back up to Seattle because he had not yet seen Roy Street Coffee and Tea. Fabulous! I would have a chance for a second interview. He narrowed it down that he would briefly be in Seattle on 29th and the 30th of April. His preferred time to meet up would have been Thursday afternoon (the 29th). Unfortunately this was a day where I had a heavy court schedule. I tried to get the day off. I had too many cases that would have needed coverage, and there simply weren’t spare attorneys in my office to do that for me. One thing about my work is that if I am not in court I have quite a bit of flexibility, but if I’m in court, the opposite is true. Finally we compromised on Friday morning, the 30th, first thing in the morning so that he would have time to drive down to Portland afterward for a Scrabble tournament. He plays competitive Scrabble. My understanding is that he is ranked in the top 50 Scrabble players nationwide.
This morning (4-30-2010) I arrived at Roy Street Coffee at the scheduled time, in fact just a few minutes early. The place seemed to have a buzzing energy about it. I could feel it. Lots of people buzzing around, a separate room getting set up for something, and very alert looking partners milling around. I approached a partner whom I know and asked, “what’s up?” and he replied, (not verbatim) “Howard is coming by soon to taste some coffee.”
I was stunned at the coincidence. Shortly thereafter Winter arrived, and we camped out in a corner and began to talk. We drank coffee, and I ate a yogurt parfait, and I began the interview. At one point I got up and went to the register and right then I saw Howard Schultz coming in the front of the store. He had that look on his face that radiated, “I’m busy.” I said nothing to Howard and sat back down and continued to chat with Winter. Howard headed towards the private room behind the red velvet curtain (there literally is a room behind a red velvet curtain at Roy Street Coffee). Before he disappeared into a private room, Winter looked up and said to me, “Is that Howard?”. I said “yes.” We both chatted about how stunning it was to see him here. Winter said it was the closest he’s been to him. At one point, Howard lingered about literally 3 feet away from where the two of us sat. And then he disappeared behind the curtain, and was gone. I didn’t see him again. We were all in the same room for about three to five minutes.
He looked busy, and so I simply did not want to interrupt, and on top of that, I figured at this point there might be diminishing returns on Howard-Schultz-handshaking. 
He’s already autographed two Pike Place Cards for me, one Conservation International card (sent to @Sbirr), and one Heritage design card. He knows who I am. Whether he recognized Winter is a real question in my mind, but I’m sure he had to have recognized me. The bottom line was that it didn’t feel to me like a good time to bother him. I was though left with a sense of disappointment. I think it would have been SO cool if he had come over and met Winter. I am sure that Winter would have liked it. Obviously Winter is rarely in Seattle, and this was one of those once-in-a-blue-moon moments. Winter later told me a great story: On one of his Starbucking adventures, while in Florida, he by chance met Howard Behar. Howard Behar was delighted to meet Winter and took the opportunity to reload his Starbucks card for him as a gift! What a great gesture!!
Turning the blog discussion back to Winter, he is working right now so not doing a lot of Starbucking. Here are highlights of our discussion (not perfectly verbatim):
Melody: Why don’t you give me update as to where you’re at with US Stores you’ve seen?
Winter: Well, I have to apologize because the numbers haven’t really changed that much since our last interview, or at least since October. Since then there weren’t that many stores I visited across the US and Canada: maybe a few dozen. It’s been pretty much static because no new company stores have opened in the US since December — only about 14 stores opened in Canada since then.
Melody: You’ve visited every store in the US?
Winter: Right now there is three – There is one in Scottsdale, Arizona, one in Frisco, Texas, and one in San Diego. Those are three stores I haven’t been to. …
Melody: So you’ve got three stores you’ve got to get to…
Melody: What made you come to Roy Street today, other than arranging to meet with me here?
Winter: Because it doesn’t look like Starbucks is going to open very many new stores, if any, in the US this year, and not that many Canada . This will probably be my first year since 1998 without a Starbucking road-trip. A cross country Starbucks road-trip. Since I’ve been focusing on Scrabble, and there is this tournament in Portland, this would a good opportunity to visit this store, and the new one in Bellevue Square, and two new ones up in BC. All I had to do is just fly in a day ahead of time.
Melody: How many left to go in Canada?
Winter: I believe there are 14 or 15 left in Canada.
Melody: What about your international plans to travel?
Winter: My international plans are going to have to wait until January 2011 because of Scrabble. Even if my job ends later this year, I’m still trying to play in a Scrabble tournament every single weekend of this calendar year. Hopefully in January I’ll be able to someplace where it’s warm, like Australia. I have to focus on Australia because there is an article that main Starbucks will continue supporting Australia through January next year, and then after that, who knows…
Melody: I remember hearing that you have record of hitting 28 stores in one day.
Winter: 29 stores in Starbucking. You’ve seen Starbucking?
Melody: Well..uhhh
Winter: How could possibly have not seen Starbucking?
Melody: …unintelligible
Winter: Oh my god!
Melody: Well it’s funny. Okay so I’m going to tell you a story. Last night I was just at my friend’s house and picked up this 1993 Annual Report – cause she is the one who has all these old annual reports so that I can use it on my website -, and my friend says, “Oh Melody, I was just at the Seattle Public Library book-sale and I saw this movie, “Starbucking” and I thought of you and picked it up.” Which means she picked it up for a dollar at book-sale, and I got it last night.
Winter: So they had a copy of Starbucking at the Seattle Public Library? That is cute. That is a cute story, the thought that you got it at a library book sale. That the Seattle Public Library had it. The director Bill should get a kick out of that.
Melody: So have you ever beat that record of 29 stores in one day?
Winter: No. I haven’t. I could envision myself, if I really really wanted to, beating that in a city like Seoul, South Korea. Even with public transportation I could probably get to 30, if I really wanted to but I would be really uncomfortable. I have to think about that. Since I would be at a hostel … I’ll think about it. I’ll worry about that when I get there. But let me add that I don’t think that opportunity will ever present itself in the United States again. That’s over and done with in terms of growth in the United States and Canada.
Melody: So in terms of a time-frame, do you have an end-point? Done in 2015?
Winter: I thought we through this last time we met. There is no done. So long as Starbucks exists and opens up new stores, and I’m able to travel, and the world economy allows a person to travel from one place to another…
Melody: Last time we met, you’ve been to Canada since then? Anything in particular that you saw in the Canadian Starbucks that you like?
Winter: I am pretty sure I’ve seen at least one or two stores up there that have the, incorporate the recycled materials.
Melody: The LEED Certified design?
Winter: I am not sure if they’ve been LEED Certified. But I’m pretty sure a few of the stores in Canada have the newer designs which seem to incorporate recycled materials. I can’t be completely sure. The stores that have been open since then – the 14 or so stores I haven’t been to yet – I’m going to be seeing those designs. But I don’t know when I’ll get to them. I might get to Calgary and Edmonton in June for a Scrabble tournament. And I may get to Toronto later this month for a Scrabble tournament,
Melody: I wanted to ask if you’re going to come back and see stores you’ve already been to that have had significant remodels. I ask this question thinking about the Olive Way store because I remember you said you really liked that store.
Winter: I was just parked at the Olive Way store this morning!
Melody: I know you like that store. And that store is slated for a drastic remodel from the gossip that I hear …
Winter: If I know that it has been remodeled and I’m in the area, I’ll try to see it again. I’m not going to make a special trip out, but Seattle is a place I’ll always come back to. There’s that store that Starbucks tweeted about 76 Spring Street, which I think is 72 Spring Street in Manhatten, which is now LEED Certified. I’ve actually hung out at that store.
Melody: How long ago were you at that store?
Winter: Oh I don’t know. I’ve done so much work on the East Coast. I’ll just go up to New York for the weekends for Scrabble tournaments, and I’ll just hang out sometimes at that store, but no I have not seen it since the remodel. No, I have been there in a few months. Now that I’ve read about it, I’ll check it out next time I’m up in that area and have extra time.
Melody: What do you think of Roy Street?
Winter: Oh this is beautiful. Magnificent. The only reason I can’t call this one of the most beautiful – well it is one of the most beautiful – the only reason I can’t call this the most beautiful store is because there is the Boulevard des Capucines store in Paris. That kind of outshines any other any store in the world. That is something that wont be repeated very often anywhere in the world. You ought to hop on a plane and go there Mel.
Melody: (laughter) I don’t even have a current passport.
Winter: You should always have a passport. You’re a lawyer and you should know you should always have a passport and if you get into trouble and you have to run. (Very non-serious tone of voice).
Melody: (More laughter) I don’t plan on getting in trouble.
Winter: How many people PLAN on getting in trouble? It just kind of happens.
Melody: oooohhhh. (Laughter). You and I are the opposite extremes of each other. I stay right here. And you are all over the world.
Melody: Are you ever going to write a book about all of this?
Winter: A book is always in the back of my mind. I have always two books in the back of my mind.
Melody: What are the two books?
Winter: The other book is about philosophy. Well, actually, with Starbucks there are at least two different books. There are my adventures, and then there is what I think would be – very perfectly marketable if somebody did it right – just a book of photographs and descriptions of some of the prettiest stores around the country. I can’t believe Starbucks hasn’t commissioned anybody to do something like that.
Melody: That would be a perfect book.
Winter: They’ve got lots of stores where the interiors and everything are beautiful.
While Winter was there at Roy Street, he ordered a glass of wine, just for the novelty of being able to order alcohol at a Starbucks. He drank like three sips of it, and we toasted my Sumatra with his red wine. Mostly he didn’t drink it, and then pretty soon he was off on his way to the Scrabble tournament in Portland. We laughed that there are only two places in the world where you can have alcohol at a Starbucks.
——
Just an aside comment about all three of us (Howard, Melody, Winter) being all within 3 feet of each other: I’ve been thinking about this. Though I would have wanted Howard to say ‘hello’, the circumstances were such that I can see why it didn’t happen. For one thing, I primarily sat with my back to Howard, and facing Winter. Whether or not Howard recognized Winter is a complete mystery to me. But Howard didn’t appear generally social, and I think one is less likely to approach and say hello when it appears that two people are engaged in conversation (in other words, there can be some awkwardness breaking into Melody and Winter’s conversation). And the bottom line is that the look on his face radiated ‘all business’ and not social time. But was I disappointed? Yes. But do I understand why he didn’t say hello? Yes. I get it.
What do you think should happen in this scenario? Imagine a CEO pops into one of his stores and sees customers he knows by name, and recognizes their faces. What should he do? What is good etiquette under this circumstance?
{ 26 comments… read them below or add one }
I think that it was necessarily, not “by chance.”
You had a grand meeting if he had time. I want to take pics of the meeting of Mr. Starbucks, Queen of Starbucks, Starbucks visitor hero. wow….
“I found Melody this morning, but she did not say Hello to me”. Mr. Schultz wrote so it in the yesterday’s diary, I think.
Amazing article! Would have really liked to join this meeting…:D
Great article – and so weird that you were talking to Winter about him writing a book with photographs and descriptions of stores given my comment to your previous post.
As for the Howard thing, it’s a two way street. He can always approach you too – you’re a customer and an evangelist. Of course, I don’t know if he saw you or not, or recognized Winter or not, but when a CEO enters a store, talking to customers should be a priority. Winter’s Behar story demonstrates that small gestures from executives go a long way.
I have heard about Winter and it would actually be nice if there was an actual list of the stores he has visited. I am not sure he has come to NJ. And as far as Howard goes, even if he was in his business mode, I think he should have stopped and said hi. Doesn’t that go back to customer relations? Is he so high and mighty that he can’t stop and chat? Isn’t the customer the important person?
I agree with purple1 – you shouldn’t just pop into one of your own stores, even if just for pure business purposes, and breeze by & >completely< ignore the customers! Not a good tactic.
Great article on Winter! A Scrabble tournament every weekend? I have seen "Starbucking" – wish I had even half his energy! Maybe I need more coffee.
@Nob – that last line is funny!
Perhaps Winter’s website should be listed with this story…it lists all the stores with pictures. I had been wondering why it hadnt been updated in a while, and now I know.
http://www.starbuckseverywhere.net/
Extremely informative and entertaining post!
To answer your question, IMHO, when a CEO is in a one of his own stores, he should no doubt respond (to the extent that he can) to the customers he knows. As the “face” of his company, he is responsible for all its aspects, including customer relations. If he’s leaving the corporate suite, he should be interfacing (if briefly) with those customers he may spot and recognize.
Obviously, the fact that he is at the store on business precludes him from spending much time socializing with the customers (as I found out at the PPR launch). However, it’s not as though you’re his biking buddy (in which case the “all business” face is understandable); you’re a periodic run-in and a brand influencer. Whether he recognized Winter or not is obviously questionable, but if he saw you, he should have at least paused for a quick handshake before leaving.
I don’t feel a CEO should respond to only people he knows. Doesn’t that make him look exclusive? Sure say hi to someone you know, but it would be nice to reach out to customers whether they are on a first name or handshake basis. I really think it has to go beyond the customer a CEO knows. What does that say about what you think about your company and its image in the community?
I feel a hello and smile are sufficient – acknowlegment really. I’d think its like being a “rock star” they can’t talk to everyone ALL the time, but at least eye contact and a smile
(@darkkatpouncing) – Yes, Howard has done exactly what you describe to me in the past. I went to the grand opening of the First and Pike Store, on March 13th 2009. I walked in and Howard was already sitting at a table with Cliff Burrows and other executives. I had to walk past him to get to the line. As I walked past him, he looked up and said “Hello Melody” and smiled and that was it, and I smiled back, and got in the line to get coffee and breakfast.
First of all, what do you mean you don’t have a passport? LOL Sweety, U need to get out more. I enjoyed our dinner with Winter as that I love to try ethnic home cooked food styles and Howard and I had a nice conversation. Not that Howard, of coarse. I agree that it was best decorum to pass on the “Hey Howard, haul your butt over here and meet Winter”. It is a shame that the two people that support and critique the “Experience” so much could not have been afforded a ten minute chat up. Tempest Fugit. I can feel the blood pumping through your brain while this brief moment in time existed. That’s why you special, you capture a moment that can be relived through your literal view. If you post it they will come, xoxox
@Nob – Yes, that last line of your comment is GREAT!! Hahaha! LatteRose is right.
Mel, what a great story! Although it would have been great to say hi to Howard, I think you played it smart; he seemed really busy. If I were him, I would’ve tried to say Hi to you and Winter for sure… But who knows, I’m sure he had 200 things on his mind.
Nice post!
@sbuckspassion
Ha! I agree with Skooter. It was interesting to see both of you together when we went to that Colombian restaurant. Winter’s an intelligent guy with a unique story. I would buy his book! I’m sort of ashamed I haven’t seen ‘Starbucking’ in its entirety. I don’t even know where I’d get a copy of it. (Netflix, I suppose.) I can’t even imagine Howard and Winter together. They would have a lot to talk about… but how would the conversation really go?
Hope Winter did well at his Scrabble tournament. Maybe he’ll comment on your site to let us know!
When he found you, Schultz would want to say Hello to you. I think so. But he was not able to have conversation because he had to give employees strain. Because he becomes the smile if he has conversation with you. He may have had to keep a square.
Or he would be jealous because there was you with a man.
Anyway, he would be sad because you did not say Hello to him.
(I’m sorry, Mr. Schultz)
@LatteRose, thank you!
@Melody, thank you!
Please give me “hello” when you found me at Starbucks.
I can write a good diary on that day, before I go to bed.
@Nob – Hmm, “jealous” – I bet that’s it!
Sadly, the Scrabble tournament sucked. All I won was $10 for the high play, 167 points for OUTPRI(C)E.
Thanks for asking anyway.
Oh, well, there’s always next week.
Used to be that applied to Starbucks too, but I might be a while before I get to any new stores. Maybe Toronto on May 22, maybe Calgary/Edmonton in early June.
Melody-thanks again for being a breath of fresh air
I really appreciate it!
I really want to visit Seattle more than ever now.
When Howard tours stores, etc, he is never alone. He has his PR or Comm folks with him. I wish Winter had a chance to shake Howard’s hand. It is LONG over due. Personally, I don’t think Howard would have minded a quick “hello”.
Great story about Howard Behar. He is a great leader and a wonderful person in general.
Thanks, Melody, for the great interview with Winter.
Cindy I’m so glad you dropped by and commented! Since you know the SSC so well, I was hoping you would weigh in on this.
Yes, I know Howard’s always got PR people – There are a few of the PR people at the SSC I know, and I’ve even met a couple of the Edelman people! Sometimes it seems like PR is an absurdly large team at Starbucks because I know like 3 or 4 of them, but I think there are a number more! I didn’t recognize who Howard was with this time.
He came in and I was at the register getting my yogurt parfait. That was the only moment that I am sure he saw me and knew I was there. He was coming in the front door right then, but at too far of a distance for me to be rudely yelling across the room, “Hey Howard!!” LOL.
When I sat down, I had taken a seat that had my back to him nearly the entire time he was standing near by. Maybe it’s my fault for not interrupting him, but it didn’t feel so interruptible. (sp?) For all I know, the whole thing might have played out differently if by chance I had taken the seat where I would have been facing him …
Yes but Winter getting to meet Howard IS way overdue and there is part of me that is so disappointed that the moment was there, and we were so close, and for one reason or another (perhaps I was not bold enough) it didn’t happen.
By the way, Howard Behar fully loaded Winter’s card with the maximum possible – $500. Man, he sounds like such an awesome guy!
Cindy thank you so much for the comment!
I got to meet Winter when he was in Visalia visiting a recently opened store. I imagine he took the trip because there were 3 stores opened in a two week period in this small town in the Central Valley of California. I remember he seemed to be having a hard time taking a good picture of the store location for his website, but was drinking his short brewed coffee. This was right before the Starbucking movie had been released, I think he had some flyers about the movie that he left with the store partners. Melody, I’m glad you got to sit down with him and post this interview!
I found a copy of Starbucking on ebay for $1….with Hollywood Video going out of business today, I would think there are more bargains to be had out there.
Great story Melody! Too bad you didn’t catch Mr. Big’s attention, that would have been a great photo-op. I think he would appreciate your attention, he probably doesn’t have too many groupies! haha
Great Blog, Melody. Finally took a moment to read it, although I’d already gotten to hear the story direct from you. You’re sucking me in and caffeining me up! Thanks Doll!
Great post!
Hey Winter, Drop me a line if your are visiting stores in Calgary. I would love for you to meet our partners out here.
Hey Tijrus (name?), send an e-mail to winterene@yahoo.com and make a reference to Calgary. It will be easier for me to remember or search for baristas I know in the city when I next visit (no idea when that will be).
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