We conducted a research project to uncover the primary drivers behind why IMC students and faculty at Northwestern University choose Norris University Center Starbucks (NorBucks) for their coffee.  Our survey of 126 participants revealed that location convenience is the top motivator, but overall experience satisfaction lags behind. Surprisingly, Starbucks Rewards members reported no higher satisfaction than non-members, showing room to build stronger loyalty. To elevate the NorBucks experience, we recommended improvements in inventory management, customer service, and efficiency to better meet customer expectations and drive lasting loyalty.