According to CEO Howard Schultz, Starbucks will roll out NFTs by year's end, furthering the company's digital ambitions.
Rejoining Starbucks, Howard Schultz has exciting news for NFT fans – the iconic coffee brand plans to venture into NFTs before 2022 concludes.
At an Open Forum aimed at unionizing employees, Schultz engaged with around 15,000 staff members to share his vision and upcoming plans for Starbucks, which prominently feature digital innovation and the introduction of NFTs.
The billionaire confidently declared, 'The best days for Starbucks are still to come. Mark my words.' told the room.
Starting his rhetoric about stepping into the digital realm, Schultz first inquired about who in the crowd identified as 'digital natives.' Noticing few hands raised, he clarified his question: 'Has anyone been following or investing in NFTs?' Again, not many responded affirmatively.
In his address, Schultz pointed out, 'When you look at companies, brands, and celebrities venturing into the NFT landscape, none boast a collection of assets quite like what Starbucks has—from collectibles to our rich company heritage.'
Competitors like McDonald’s, Taco Bell, Papa Johns, and Coca-Cola have already embraced the NFT space.
Starbucks does have a history with blockchain technology. A few years back, they launched a tool powered by blockchain to allow customers to trace their coffee journey 'from bean to cup', fostering a connection with the farmers who supply their coffee.
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