Starbucks used the opportunity to overhaul its business using several different strategies simultaneously. First, the company has revamped its in-store technology and sought to integrate its business processes with wireless technology and the mobile digital platform. Also, rather than copy the practices of competitors, Starbucks pursued a more aggressive product differentiation strategy, intended to emphasize the high quality of its beverages and efficient and helpful customer service. At the same time, however, Starbucks also focused on becoming ‘lean’, like many of its competitors, eliminating inefficiency wherever possible.