2. Quality Management. Starbucks also uses the premium character in quality management. For instance, the company carefully sources its coffee beans from coffee farmers who comply with Starbucks quality standards. The firm also prefers to buy coffee from farmers certified under the Starbucks Coffee and Farmer Equity (CAFE) program. Premium quality service is ensured through servant leadership and a warm friendly culture. In this decision area of operations management, Starbucks implements high quality to align with the firm’s premium brand image.