They're calling it an experience becuase consumers are indicating they are willing to pay for experiences while pulling back spending on daily expenses.

Consumers mean concerts and vacations and this douche knows he isn't actually offering an experience so he does the mind trick where he says the term over and over to associate in the consumers mind the idea that drive thru coffee is an experience.

He's talking about the Starbucks experience he has. Headquarters will always be the perfect Starbucks, and if he goes to a real shop, it'll be a newly opened one with a new special item. He doesn't go to the actual shops people probably associate with Starbucks.

Aren't they all just like this? /s

https://www.starbucksreserve.com/locations/chicago-roastery

I was able to walk through that premium experience for free. I'm not sufficiently bougie to appreciate investor grade coffee, tho.

The ones in asia are well decorated. People go there to take video calls.