Furthermore, amid ever-intensifying hectic nature of lifestyle and INCREASING SPEED of the provision of customer services, service at Starbucks is never rushed. It has been rightly noted that “Starbucks spends a lot of time measuring and improving how well they match their customers’ speed expectations—delivering a custom (truly from scratch) beverage in a matter of minutes—they don’t let the need for speed suck the life out of the Starbucks experience.”[4]