What is the main objective of the Starbucks Coffee Academy?

The main objective of the Starbucks Coffee Academy is to educate partners about coffee and its nuances. This focus on education reflects the company's commitment to enhancing the knowledge and skills of its employees, or partners, enabling them to better understand the coffee they serve, from its origins to the brewing process. By providing this comprehensive education, Starbucks fosters a deeper connection between partners and the products they offer, ultimately enhancing the customer experience. This educational focus goes beyond just brewing techniques; it includes knowledge about different coffee bean varieties, brewing methods, and even the social and environmental aspects of coffee production, enriching the overall culture of coffee within the company.