Starbucks Executive Chairman, Howard Schultz, sees blockchain as a technology with immense potential. Despite seeing value in cryptocurrencies, Schultz is skeptical that Bitcoin is the one. Starbucks isn’t afraid of trending tech, as the success of their mobile payments demonstrates, and crypto just might be next for the coffee giant.

[Cryptocurrencies] will have to be legitimatized by a brand in a brick-and-mortar environment, where the consumer has trust and confidence in the company. Are Bitcoin competitors like Ethereum and Litecoin the right fit for Schultz? Or is it yet to be innovated?