This brand belongs to the world's largest coffee chain. Over the past couple of decades, the Starbucks coffee chain has become a kind of American symbol, not inferior in popularity to McDonald's.
In addition, the company has embarked on a bold foreign expansion. And the history of the brand began back in 1971 in Seattle.
Starbucks was founded by three coffee drink enthusiasts and creative people. Zev Zigal taught history, Jerry Baldwin taught English, and Gordon Bowker was a writer. Fans of coffee have opened their establishment for the same, like them, lovers of a fragrant drink. It opened in 1971 in Seattle at Pike Place Market. There was a small shop selling coffee beans and equipment for preparing the drink itself.
In his first year, the main supplier at Starbucks was Alfred Pitu, who was well known to the founders. Only it soon became clear that such cooperation was not particularly profitable. That is why the company's leaders decided to go directly to coffee suppliers in order to minimize their costs.
The very same name of the company comes from the name of one of the heroes of Melville's novel "Moby Dick". In our translation, his name was Starback. The first company logo featured a siren with a topless chest. It was a brown emblem, the color of the drink. The siren symbolized the fact that coffee is brought to the establishment from exotic distant countries.
That logo was rather controversial, many were embarrassed by naked female breasts. Over time, this part of the body was covered with hair, and the logo was also cut off. Also, the color changed to green, although there is talk of a return to the historical shade. And the original logo of the institution has survived only in one place - that very first Starbucks coffee shop in Seattle.
Like the McDonald's story, success came not to its founders, but to an outsider. He eventually became the owner of the company. Howard Schultz came to Starbucks in 1982. The founder needed this person for the development of the business, because people of creative professions simply did not know how to deal with the problems that flooded them. Interestingly, the founders did not particularly want to develop and in 1982 the coffee shops operated only in Seattle.
Howard Schultz, who visited Milan, changed the situation radically. There he closely watched the work of Italian coffee shops. However, the founders were skeptical about the idea of selling ready-made coffee in cups. According to the owners, with this approach, the institution will lose all its essence, zest. Traditionalists at their core, the founders believed that coffee should be brewed at home.
But Schultz was so confident in his idea that he left Starbucks and started his own coffee shop, iI Gionale. It opened in 1985. The establishment became so successful that after a couple of years, Schultz was able to buy Starbucks from the founders for $ 4 million, renaming his creation. Interestingly, Bill Gates himself was the advisor for Howard in this strategy. The founders of Microsoft were one of the earliest investors in Starbucks. Three Seattle coffee aficionados left their business for a generous fee, and the active Schultz was able to do exactly what he planned.
The first establishment outside of Seattle immediately opened. Coffee houses soon appeared in Vancouver, Chicago and British Columbia. When Sturbucks enters the stock market in 7 years, it will have 165 stores. Three years later, the first establishment outside the country appeared in Tokyo. Interestingly, only about 30% of all coffee shops are owned by the company itself, the rest cooperate under a franchise agreement. So who was Howard Schultz, who managed to lift the run-of-the-mill company so high?
He was born into a poor family. True, Schultz did not grow up in poverty - his parents worked hard, but there were no excesses around. At the very beginning of cooperation with Sturbucks, the businessman dreamed of his coffee shops operating in all states of the country, literally on every corner. Schultz understood that it was not enough just to sell high-quality coffee; he also needed to create a special atmosphere in the establishment.
He dreamed that this was the place where a person stopped on the way home from work and back. And Schultz managed to realize his dream. At the same time, most of his colleagues note the businessman's ability to quickly respond to the prevailing circumstances. Schultz always monitors which trends prevail, he tries to understand in advance what his buyer will need tomorrow.
One of the main achievements of the new owner, which in many ways contributed to the success of the company, was the introduction of standardization into it. Today, every coffee shop has the same assortment of staples. As a result, whatever country a Sturbucks fan finds himself in, he can always be sure that he can find his favorite coffee here. Naturally, Sturbucks also offers local specialties. McDonald’s follows the same tactics.
Today, Starbucks offers hot chocolate, espresso, various syrups, frappuccino, seasonal teas and coffees. You can also order a sandwich or cake for a hot drink. But Starbucks is different from its competitors in that the emphasis is on coffee. It is for him that people come here, and not just for a snack, passing by. Starbucks has a real cult of coffee consumption.
Someone likes the very atmosphere of the establishment, and someone buys a glass of hot life-giving drink and drinks it on the way to work. Plastic containers allow you to do this with convenience. The same atmosphere in coffee shops became part of the standardization introduced by Schultz. Although in all establishments the basic elements are similar to each other, all the same, each coffee house has something of its own unique, some peculiarity. And this is an important achievement of Howard Schultz and his design team.
Over the past decades, Starbucks has been active in international markets, buying up small local coffee chains and incorporating them into its brand. The company expanded so quickly that even in their animated series, The Simpsons joked about Starbucks taking over the country. But there is a limit to everything, Howard Schultz even said that in order to optimize the company is going to close 600 coffee shops in America. And the cause of Starbucks' problems is the same economic crisis.
It is worth considering who the coffee in the establishment is still not cheap. And the internal problems showed up inappropriately. Howard Schultz even stated that he intends to return to direct management in order to clean up the heap of problems that have overgrown Starbucks again. There is no doubt that he will succeed, because the brand is one of the favorites among Americans, and no one wants to lose such trust.
They say that Starbucks has become a real pilgrimage site. Different people from all walks of life drink coffee here. Businessmen intercept the expresso on the go, and the lovers stretch their pleasure at the tables, which, by the way, are not the best. Starbucks coffee shops are a favorite place for freelancers, bloggers write their posts here, and podcasters edit audio files. People with gadgets and laptops come here, because coffee shops provide Internet access via Wi-Fi. Isn't it convenient to reread your mail over a mug of coffee?
Also, music is constantly playing in the cafe. And there is a special server that allows you to simultaneously play the same songs across the entire network of establishments. A visitor in New York hears the same thing as a customer in Seattle. Interestingly, Howard Schultz was even able to conclude an agreement on this basis with such an American business giant as Apple. Now every customer of the coffee shop with an iPhone, iPad or iPod can immediately purchase a playable melody from the iTunes Store at Starbucks.
Interestingly, in recent years, Starbucks has started selling a variety of third-party products. For some reason, the management decided that establishments could become something more than just a coffee shop. But this experience turned out to be unsuccessful, not so long ago the company gave up the opportunity to sell CDs. Each coffee shop, on average, sold only one unit of this product every day. Naturally, Apple is only happy with this outcome.
Young people often work in large catering networks. But if at McDonald's this experience is not pleasant, then at Starbucks it is even prestigious to be an employee. Who wouldn't want to become a barista? And even if this work is difficult and takes a lot of energy, but it makes it possible to feel the whole atmosphere of the chain of legendary coffee houses.
In March 2008, Starbucks launched an interesting internet project, an idea site. Anyone, whether a customer of a coffee shop or not, can advise the owners on how to improve their establishments. The organizers promise that they will consider all ideas, and the best ones will be implemented. Even site visitors themselves can vote for this or that idea, thus promoting the best.
Starbucks is clearly not in the best position at this time. But the company is making every effort to get out of the crisis, which will not work instantly. Today, the company's turnover has started to grow again, amounting to $ 13 billion, while the company employs 149 thousand people. And there are 20 thousand Starbucks establishments in 60 countries of the world.