The Starbucks brand was known in North America primarily by word-of-mouth. Starbucks saw an increase of 40 percent of the compound annual growth rate and net profits of 50 percent. Starbucks was also opening more stores each day. So, their partners had to work more hours per week in order to serve the growing number of customers. Eventually, the minimum wage partners received benefits such as health insurance. Younger, middle class adults became attracted to the Starbucks brand. Starbucks added a variety of beverages and foods to there menu and the prices of these goods began to increase over the years. Starbucks also made it easier to the beverages by using mechanized equipment. However, the prominent difference between the Starbucks of 1992 and the Starbucks of 2002 is the customer satisfaction. The Starbucks of 2002 is different from the Starbucks of 1992 because the company has grown so much and so quickly that the company has lost sight of the customer.