The head of the global coffee chain Starbucks, Howard Schultz, announced that the company plans to enter the NFT sphere, as well as to create its own set of exclusive tokens by the beginning of next year. Schultz talked about the chain's immediate plans during his public appearance.

The Starbucks CEO asked the audience about their vision for non-interchangeable tokens. It turned out that not many people were familiar with the technology, and even fewer had experience investing in NFT. Schultz explained this state of affairs by the relative newness of the industry, but Starbucks has serious intentions about mastering meta-universes. At the same time, the head of the company did not announce a specific deadline for the transition to the new ecosystem, but promised that it would happen before the end of 2022.

According to Schultz, the company intends to reflect in its NFT collection the legacy of its own history. Starbucks, he noted, is famous for its long tradition, and has a lot of brand attributes that can then be represented as NFT.

Coca-Cola followed that path earlier, creating its own NFT collection to digitally represent the long history of the famous brand.