Americans' original coffee is called "bitter water", which shows that their coffee is not delicious. At this time, Starbucks came into being. When Starbucks was born, it was a coffee shop. Its coffee beans are pure and delicious. Later, it transformed into a chain coffee shop. It is an authentic coffee shop at first, because its coffee is very good. Then there is a fashion shop. Many times Starbucks deliberately flaunts its own fashion. They used to hire a large number of models to eat for free in their stores when they opened stores. The models are well dressed and separated by large glass windows, which has a good publicity effect. By taking advantage of the herd effect, Starbucks has occupied the hearts of young people. The interior of Starbucks is relatively luxurious. They put many plants in the house. This is their characteristic. Bright space makes people relax. Contrary to this feature, it is high consumption. In addition, Starbucks uses advertising expenses to improve employees' treatment and let employees buy shares, which makes Starbucks' employee turnover rate the slowest in the catering industry. Generally, employees in this beverage service industry change jobs faster than those in Starbucks, so the service attitude is better than other stores. As for China, the above projects are not established in many stores.