I recommend that the company begin to attract the male population by increasing the size of the largest cafe by 50% and increasing the use of more masculine decor. This should be done without disrupting the current core of female customers. Starbucks is also expected to increase male footfall by offering a “Bring Your Partner” promotion that offers discounted or free coffee. The company could also do something more radical. I recommend that Starbucks increase its appeal to students and businesses, especially in shopping centers and the city center, by offering conference room rentals and on-site catering for business meetings. The company already has good business and student attendance, but this feature could retain those customers for longer. Finally, the company should increase its positivity by increasing its use of positive music and decor and perhaps even injecting oxygen into its stores. By increasing its use of private spaces and booths, the company could increase the number of positive conversations and decrease its neutral conversations (allowing for deeper exchanges).