Starbucks History Part Three: Slow down! We just sell beans.
However, Schultz’s idea did not go down well with Baldwin. Baldwin was not ready to get into the restaurant business nor to have anything distract him from his original plan of selling whole beans. But he did let Schultz test a small espresso bar in the corner of one of the stores.
Il Giornale and Starbucks go their separate ways
When Starbucks Coffee opened its sixth store in downtown Seattle, the coffee shop was a hit. It was an immediate success.
Schultz, however, branched out on his own and opened a coffee house named after Italy’s largest newspaper, The Daily, or Il Giornale. Two months later, the new store was serving more than 700 customers a day, and it was selling 300 percent more than the Starbucks locations. More tomorrow!