The desire — even need — for caffeine is what attract the crowds and make coffee such a huge business. In almost any civilized place today, a cup of coffee is never too far away and in urban environments, it’s hard to walk for five minutes without seeing a vendor. In Manhattan, there may be multiple coffee shops or coffee carts on a single block. But all cups of coffee and coffeehouses are not created equal. The industry’s reigning king, Starbucks, has consistently managed to stay on top in the popularity contest. How do they do it? Here’s a hint: A large chunk of the company’s recipe for success can be found outside of the cup.