Serving food at financial seminars is a very lucrative strategy. Food helps to get past basic, primal defense mechanisms and opens people up to both nourishment and new ideas. When people share a meal or even light refreshments, a primal bond is made. This bond influences emotional state and intellectual buying decisions to a very large extent. Trust can more easily be earned and reciprocated over food. On a very physical level, people become more accepting and understanding of ideas being promoted at the event or financial seminar involving food. Food boosts customer experience many-fold. Smart financial planners are taking queues from leading brands like Starbucks, which built huge names through "improving the customer experience" (www.forbes.com). Serving refreshments is Starbucks' main strategy in relating to its customers.