After a successful Christmas season, Starbucks Coffee Company (NASDAQ: SBUX), the leading retailer, roaster, and brand of specialty coffee in the world, is scoring big with its newest creation, the Starbucks Card. "The ability for Starbucks customers to use the Starbucks Card as a form of currency is a tremendous opportunity for us to enhance the Starbucks Experience," says Howard Schultz, Starbucks chairman. "With the introduction of the Starbucks Card, we have the immediate opportunity to improve our customer service, shorten lines and make a person's daily stop at Starbucks quicker and more convenient." Apparently, the new card is so technologically advanced that it is "actually faster to use than a credit card, debit card, or even cash," explains Darren Huston, Starbucks senior vice president of new ventures.

The Starbucks Card can also be used for any gift: Customers can purchase anything from a week's worth of Caffè Lattes for a friend to one of the coffeemakers in the Starbucks Barista® line for the college graduate. "I don't like Starbucks that much," said one enthusiastic gift card recipient, "but I sure like free stuff." When the card's balance gets low, it can be reloaded in person at a Starbucks location, toll-free at 1-800-STARBUC, or online at Starbucks.com and used again. The company's other brands enhance the Starbucks Experience through best-of-class products: Tazo Tea Company offers a line of innovative premium teas, and Hear Music produces and distributes a line of exceptional compact discs.

pat@thestranger.com