Today, one in five cups of coffee is consumed at Starbucks in the US, but Howard Schultz, the owner and inspirer of the company, has worked hard to instill in Americans a love for this exquisite drink.
The story of three coffee lovers
In 1971 the teacher in English Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker put together $1,350, borrowed another $5,000, and opened a coffee bean store in Seattle, Washington. When choosing a name for the store, the name of a whaling ship from Herman Melville's Moby Dick? -? "Pequod" was first considered, but in the end it was rejected, and the name of Ahab's first mate? -? Starbuck was chosen. The logo was a stylized image of a siren.
Proper selection of varieties and roasting coffee beans the partners learned from Alfred Peet, the owner of Peet's Coffee. Starbucks bought beans from Peet's Coffee for the first 9 months of operation, and then the partners installed their own roaster and opened a second store.
By 1981, there were 5 stores, a small coffee roasting factory and a trading division that supplied coffee beans to bars, cafes, restaurants.
In 1979, the owners of Starbucks bought Peet's Coffee.
The opening of the store fell on a difficult period: in the late 60s, Americans were completely disillusioned with instant coffee, and most of them simply did not know that there was any other coffee besides instant coffee. Therefore, there really were not many buyers.
Romantic Howard Schultz
Howard Schultz has become one of Starbucks' truest followers. After trying Starbucks coffee, he immediately fell in love with it, because this coffee had nothing to do with what he had tried before.
[+] Schultz later recalled:“I went outside, whispering to myself: “My God, what a wonderful company, what a wonderful city. I want to be a part of them."
Leaving his post as CEO of the New York division of Perstorp AB, a tableware manufacturer, Howard Schultz joined Starbucks.
He directed all his efforts to the development of a new company, but the business did not go as well as he wanted. In total, Starbucks only had a few thousand repeat customers.
1984 was a turning point in the history of the company. Once in Italy, Schultz discovered a whole new culture of coffee consumption. Unlike the Americans, the Italians did not drink coffee at home, but in cozy coffee houses.
[+] The idea of drinking coffee outside the home literally inspired Schultz.
He suggested that the owners of Starbucks open a coffee shop, but the proposal did not find support. Management was of the opinion that real coffee must be prepared at home.
But nothing could stop Schulz, and in 1985 he founded his own coffee shop II Gionale. Things went so well that after 2 years he bought Starbucks from its founders for $4 million.
Bar counters appeared in all the company's stores, where professional baristas (coffee brewers) ground coffee beans, brewed and served aromatic coffee.
The baristas knew all the regular customers by name and remembered their tastes and preferences. But even such impeccable service could not overcome the conservatism of the Americans: they were still not ready to drink real bitter coffee.
[+] Then Howard Schultz decided to make coffee light roast?-?lighter and more familiar to the average American. And this brought success to his business: America was filled with love for this coffee.
Starbucks coffee houses received more and more visitors, and coffee sales in stores remained at the same level. So the main business of the company turned into an accompanying one.
Venue
The popularity of Starbucks inspired not only consumers, but also competitors. Similar coffee shops began to open everywhere, but with lower prices. Even in restaurants fast food and "Espresso" advertisements appeared at gas stations to lure customers.
Starbucks is redefining the coffee shop format in line with its stated benefits, making it the best place to socialize.
The area of establishments has increased tenfold, and high bar stools at the counter have been replaced by cozy tables. With the ability to sit apart from other patrons, Americans began making appointments at Starbucks.
[+] Howard Schultz wanted his chain of coffee shops not only to sell coffee, but to have a special atmosphere, becoming the third place between work and home.
In America, Starbucks has become the epitome of democratic coffee shops for a new generation of educated and tasteful patrons.
[+] Howard Schultz emphasized that his business was not to fill stomachs, but to fill souls. This is the secret to Starbucks success.
Uncompromising quality
The popularity of Starbucks continued to grow, but the company found it increasingly difficult to combine a wide range and high quality products.
The fact is that in Starbucks the grains were delivered in special packaging? -? two-kilogram bags. As long as such a package was closed, the coffee retained its original freshness, while an open package had to be used within 7 days. For rare and expensive coffees, this was unacceptable.
Starbucks found a way out here too. The company created its own technology for obtaining powdered coffee and as a result developed instant coffee as close to natural as possible. The quality of the coffee was not affected, and the issue of costs was successfully resolved.
In the 90s, America was already overwhelmed by real coffee mania and obsession with Starbucks. The company grew at a frantic pace? -? Up to 5 new coffee houses were opened daily. By the end of the 1990s, Starbucks had over 2,000 locations and was gaining recognition in Japan and Europe.
At the same time, in California, the richest and most populous state in the United States, the idea of healthy eating is gaining momentum. Californians began to count every calorie and decided that drinks made with full-fat whole milk were unhealthy.
At first, Starbucks resisted the trend, fearing that skimmed milk would not retain the same taste of coffee.
Diet coffee wasn't marketed until the company began to lose customers. This is how drinks appeared on the menu, devoid of the taste of real coffee, but satisfying the tastes of consumers who care about their health.
The Starbucks business was running like clockwork, and in 2000 Howard Schultz decided to move away from the direct management of the company to pursue new business projects.
By 2005, Starbucks had grown into a global chain with over 8,300 coffee shops. In 2007, 15,700 Starbucks coffee shops were opened in 43 countries around the world. The company's revenues for 2007 amounted to $9.4 billion.
[+] Starbucks fame reached such a level that The Economist introduced the Starbucks Index, similar to the popular BigMack Index.
This index is an indicator of the economic situation in the country and is determined by the price of a standard cup of coffee in a Starbucks coffee shop.
Return of the leader
In 2007, the situation at Starbucks began to seriously worry Howard Schultz: coffee shop patrons complained of "the loss of the spirit of romance." Schultz knew perfectly well what was the matter, and repeatedly drew the attention of top managers of the company to the fact that:
- new coffee brewing machines were higher than the old ones, and this did not allow customers to follow the process of preparing a drink;
- the new packages kept the beans well, but deprived the coffee shops of the delicate aroma that is so attractive to coffee connoisseurs.
In early 2008, Howard Schultz returned to management to restore the company's image. The economic crisis also made additional adjustments: optimizing costs, the company closed 600 coffee shops in 2008 and 300 more in 2009.
Now all the efforts of the company are aimed at overcoming the consequences of the crisis and improving service. Starbucks is also actively helping its customers in this by posting their reviews and suggestions on the website.
- The logo of the company was the image of a siren with bare chest and navel. The image of a siren symbolizes that Starbucks coffee is delivered from far corners of the world. The original Starbucks logo can still be seen on the first store in Seattle.
- Schultz advised to combine coffee houses and stores under one name Starbucks Bill Gates, founder of Microsoft and one of the company's early investors.
- Starbucks coffee shop locations always meet the following requirement: the front door faces east or south, never north. Visitors should enjoy daylight, but it should not interfere with them.
- The music that plays in Starbucks coffee shops covers its entire network: the composition that you hear in New York is playing in Seattle at the same minute. At the same time, each coffee shop has a unique interior design and atmosphere.
- A year ago, Starbucks joined the AIDS Foundation's (PRODUCT) RED™ program and is donating a percentage of its profits to research and cure the virus in Africa.
- During the year, the company collected donations, which will be enough for 7 million days of medical support for HIV-infected people in Africa.
Quotes by Howard Schultz
“We just didn't know it couldn't be done, so we did it.” “We believe that business should mean something. It must be based on some original product that exceeds the client's expectations.” “Coffee without people?” is a theoretical concept. People without coffee? -? Neither this nor that.” “If we consider a butterfly, based on the laws of aerodynamics, it should not be able to fly. But the butterfly does not know this, and therefore it flies.” “Dreaming? is one thing, but when the moment is right, you have to be ready to leave your life and start searching for your own sound.” “If you say you never had a chance, maybe you just didn't take it.”
The success story of Starbucks - the world's largest coffee shop chain: first steps and first victories, development of new territories and conquering the world, leaders and secrets of success.
The forty-year history of Starbucks is the path from a small store to a huge business empire, known today to the whole world, successfully operating in different countries and unwilling to stop there.
Starbucks history - first steps
Three friends who were united by the love of coffee - writer Gordon Bowker, history and English teachers Zev Ziegal and Jerry Baldwin, set about creating a common cause. And even the fact that the modest savings of ordinary teachers and a writer were not enough for this venture, so they had to take out a loan, did not stop them.
So in March 1971, a small shop appeared in Seattle, selling high-quality home-roasted coffee beans and equipment for its preparation. Thus opened the first for a long time the only coffee shop in town. The owners were happy to talk about coffee to their few customers, instilling a love for this drink.
For almost the entire first year of operation, the founders of Starbucks collaborated with Alfred Peet, the owner of Peet’s Coffee: they bought coffee beans from him, learned how to roast them and how to select them correctly. But then Gordon, Zev, and Jerry decided to work directly with coffee suppliers, and at the same time as installing their own roaster, a second store was opened on campus. Soon a catalog of branded products was released and mail order was launched.
Since the creators of Starbucks are creative people, it is not surprising that the name that the company received is associated with the hero of Herman Melville's novel The White Whale or Moby Dick. The first mate on the ship that was chasing the white whale was called Starbuck.
The company's first logo, a two-tailed mermaid drawn from an old 16th-century engraving and surrounded by the store's name, meant that coffee was brought to Starbucks from afar. True, the bare chest and bare navel of the siren was perceived ambiguously. On the one hand, she was supposed to be seductive, like the drink itself, and on the other hand, not everyone had such a look that evoked pleasant feelings. True, the logo changed several times, and with it the mermaid () also changed.
Starbucks - first wins
The success of Starbucks is largely due to Howard Schultz. An outsider who was hired by the owners to help them develop the company, since they themselves could no longer cope with the imminent difficulties, eventually became its owner. Under the leadership of this talented businessman, the Starbucks coffee chain has conquered the whole world.
After a trip to Milan, where Schultz saw wonderful Italian coffee houses, he was so inspired that he wanted to replicate the Italian experience in America. But the idea of selling not only grains but also ready-made coffee in a store in Seattle did not find support from its owners. True to tradition, they believed that then their store would lose its essence, and it was better to make coffee at home.
Schultz left Starbucks, and the II Gionale coffee house he created bought Starbucks from the founders two years later. And so the first coffee houses of the famous company appeared outside of Seattle, in Chicago, Vancouver, British Columbia. After 7 years in America there were already 165 coffee shops, and after another 3 years (in 1996) the first coffee shop outside the USA was opened - in Japan. Then coffee houses appeared in Taiwan, the Philippines, Singapore, Hawaii, Thailand, China, South Korea, Malaysia, Kuwait, Libya... Interestingly, there are countries where Starbucks has not taken root, among them is Austria. But in Japan, Great Britain, Canada, the company was waiting for a huge success.
All the work of the Schultz team was aimed at creating a cozy atmosphere in Starbucks establishments. Fireplaces, comfortable sofas, beautifully curved lines that create an open and comfortable space at the same time, free Wi-Fi - everything for people.
For Howard Schultz, in the first place is not filling the stomachs of his visitors, but their souls, as he himself says. He realized his dream - to create an enchanting atmosphere in all Starbucks establishments, and at the same time make it special, unique in every coffee shop.
Starbucks history - the first difficulties
There have been ups and downs in the history of Starbucks. The company has repeatedly experienced difficult times.
All varieties of coffee were supplied in two-kilogram bags. Expensive and rare varieties ran out of steam quickly after opening the bags, as they were rarely sold. Then the idea came up to create their own technology, which would make it possible to obtain powdered coffee, but of excellent quality. Buying expensive coffee at Starbucks, you may not realize that it is actually an instant product, it is so tasty and of high quality.
In the 90s, California began to join healthy eating: they counted every calorie, and coffee with whole milk due to their high fat content, they were classified as products that are very unhealthy. Starbucks did not dare to prepare coffee with skim milk for a long time: they were afraid that such an innovation would not allow preserving the real taste of the drink. But when the company began to lose customers, it was necessary to diversify the assortment.
The next decade brought new challenges. A serious problem was the new, too large and bulky coffee machines, which blocked the staff from the guests. To lower the coffee machines, the racks had to be redone.
The economic crisis, when hundreds of coffee houses had to be closed, the sale of additional goods in stores, which was not successful for certain reasons - all this did not break the company, but only made it stronger.
Starbucks - secrets of success
1. Amazing atmosphere
The main thing is not coffee
People love Starbucks not so much for good coffee, but for the special atmosphere that has been created and maintained throughout the history of the company. Preserving traditions is a matter of honor. Almost nothing has changed in the interior of the first coffee shop, for which it is called the "Starbucks Museum".
Music
The same music is playing in all cities at the same time: if you are enjoying a cup of your favorite drink in Milan, then visitors in New York, Seattle and other cities around the world are hearing the same melody at this moment.
Store locations
It is important for the company that people who come to their establishments to drink coffee can enjoy the daylight, while the sun does not shine in their eyes. You won't find any Starbucks where the front door faces north. The entrance is always oriented either south or east.
2. Marketing strategies
To promote a brand, marketers are constantly coming up with simple but very curious tricks. One of them is a corrugated cardboard ring that is put on top of a paper cup so that it does not burn your hands. And for a small surcharge, each customer can get a reusable polyurethane ring with the Starbucks logo. This is not only a great competitive move, but also care for people and the environment.
Another "trick" - the famous Starbucks thermo mugs, which have been sold in the famous chain of coffee houses for several years, as well as souvenir mugs and glasses, which you can always buy in the network of establishments.
3. Enduring principles
The secrets of the company's success are caring for its employees (Starbucks is in the top 100 employers on the planet), loyalty to traditions, friendliness of the staff and open communication with visitors (intractable, no matter how professional they are, Starbucks does not take), uncompromising quality and thoughtful marketing moves. Fair trade, environmental protection, a work environment where friendliness and respect for each other reign, courteous service are the fundamental principles of the company, which help it attract and retain connoisseurs among loyal customers. good coffee. The company has recently donated part of its profits to the fight against AIDS in Africa.
4. Rich menu
Today, Starbucks coffee houses offer not only selected varieties of coffee, but also a skillfully selected additional assortment - different syrups and teas, seasonal coffees, as well as some dishes: snacks, light salads and desserts. Bribes and flexibility in the menu. There are thousands of combinations of coffee at Starbucks, and each visitor has the opportunity to create drinks on their own, based on personal tastes and preferences.
5. Relentless ambition
Today, Starbucks is the world's largest chain of coffee houses: more than 50 countries are open, about 18,000 establishments operate around the world. The company employs more than 135 thousand people.
For Americans, Starbucks is something very dear, like a second home, and for America itself, it is one of its main symbols. Today, expansion is going at a crazy pace. Local networks of coffee houses are being created in different parts of the globe, new varieties of coffee are constantly appearing. The latest novelty is light roasted coffee with a milder taste compared to a drink made from well-roasted beans.
Since 2011, Starbucks branded coffee has entered the retail market. And on the shelves of stores appeared branded cold tea companies that are produced under the Tazo brand. Collaboration with other well-known corporations and the joint creation of innovative drinks, one of which, for example, consists of green coffee extract and natural fruit juice and is already sold in American stores, has allowed us to reach a new stage of development. The management of the company has no time to rest: ambitions do not allow.
Starbucks today - it best brands coffee and an excellent drink that is prepared by professionals from selected beans, a welcoming atmosphere that encourages relaxation and pleasant communication, and something elusive, but very captivating - probably many years of experience in which the creators' love for a noble drink lives.
owner of the Starbucks coffee chain.
Starbucks has always been and remains the company where you will always find the best coffee brands in the world.
is the largest chain of coffee shops in the world. It is believed that for Americans, the brainchild of Howard Schultz is the "third place", between home and work. Over the past few decades, Starbucks has become one of the symbols of America, not inferior in its popularity to McDonald's. In addition, the company began overseas expansion. With varied success. Where the Starbucks chain has become popular, as in the USA, but somewhere it has not taken root at all (for example, only a few company coffee shops are open in Austria, and expansion is not planned). And it began Starbucks history Back in 1971 in Seattle...
Start
In 1971, English teacher Jerry Baldwin, history teacher Zev Siegl, and author Gordon Bowker put together $1,350, borrowed another $5,000, and opened a coffee bean shop in Seattle, Washington. The store was named after a character in Herman Melville's Moby Dick; the logo has a stylized image of a siren.
During the first year of operation, Starbucks' main supplier was Alfred Pitou, a man whom the founders knew personally. However, such cooperation came at a price, and therefore the owners of Starbucks decided to partner with coffee suppliers directly in order to reduce their costs.
The name "Starbucks" itself comes from the name of one of the characters in the famous novel by Herman Melville "Moby Dick" (in the Russian edition of the character's name was Starbuck). The first logo of the company was the image of a bare-chested siren. It was done in brown, and the siren was used to emphasize that fact.
that the coffee at Starbucks comes from a distant land. I must say that the logo was quite controversial. Through the siren's bare chest.
Later, it was covered with hair, and the logo itself was slightly cut off. In addition, it changed its color from brown to green (however, a new brown company logo is currently being tested. If it is successful, the coffee chain will soon return to its roots in a sense). It is worth noting that the original Starbucks logo can still be seen on the first store in Seattle.
When Howard Schultz joined Starbucks in the early 1980s, she already had a reputation as a well-known roaster and respected local seller of coffee (ground and beans). During a business trip to Italy, Howard was introduced to the rich tradition of espresso making. It was espresso that formed the basis of Schulz's new concept. In 1987, with the support of local investors, he purchased Starbucks. Currently, the company sells coffee, tea and treats not only in its own stores, but also supplies them to other retail chains.
The situation really changed after Howard Schultz visited Milan. There he saw the famous Italian coffee houses. However, the idea of selling ready-made coffee in cups did not find support among the founders of the company. They believed that with this approach, their store would lose its essence and distract consumers from the main thing. They were people with traditions. And they believed that real coffee should be prepared at home.
However, Schultz was so confident in his idea that he left Starbucks and founded his own coffee shop II Gionale. The coffee shop opened its doors in 1985. And two years later, Schultz buys Starbucks from the founders for $ 4 million and renames his company (it is interesting that Schultz was advised to make such a move by Microsoft founder Bill Gates, who was one of the first investors in Starbucks). Like the McDonald brothers once upon a time, the three Seattle coffee drinkers left their own business for a hefty payoff. And businessman Schultz got free rein. 
That same year, the first Starbucks opened outside of Seattle. Coffee houses were opened in Vancouver, British Columbia and Chicago. In 7 years, the year the company goes public, it will have 165 coffee shops across America. And three years later, the first Starbucks coffee shop outside the United States was opened - in Tokyo. At the same time, about 30% of all coffee houses of the company today are its property. The rest are distributed by franchising.
Contribution by Howard Schultz
Howard Schultz grew up in a poor family. True, his childhood cannot be called completely poor. No, his parents worked hard, but they never could afford frills. Schultz's dream at the beginning of the Starbucks journey was to have a coffee shop in every state. So that Starbucks is on every corner. In addition, Howard Schultz wanted his chain of coffee shops not only to sell coffee, but also to have a magical atmosphere. The businessman wanted Starbucks to be the third place for people. A place between home and work. And I must say that he realized his dream.
Most people who have worked with Howard Schultz note his ability to quickly respond to circumstances. Schultz always follows the latest trends, knows in advance what the buyer will want in the near future.
One of Howard's main contributions to Starbucks' success is that he brought standardization to the company. In any coffee shop there is the same assortment of basic goods. In whatever country you are, but you can drink your favorite coffee. Of course, Starbucks also presents some special products created for a certain nationality. However, like the same mcdonald's.
Espresso, hot chocolate, Frappuccinos, various syrups, seasonal coffees, teas and more - all this is the Starbucks assortment. For coffee, you can order a cake or a sandwich. However, unlike most other cafes at Starbucks, the emphasis is on coffee. People come here to drink this drink, and not to eat "cake with coffee." In general, in America, Starbucks coffee is drunk in different ways. Someone enjoys the amazing atmosphere of a coffee shop, while someone buys a drink and drinks it on the go, on the way to work, for example. Fortunately, plastic cups allow you to do this with comfort.
If we talk about the standardization that Schultz introduced in the company, then it stands out for one more thing - the atmosphere in the cafe. On the one hand, the main elements in all Starbucks establishments are similar, but on the other hand, each coffee shop has its own characteristics, its own unique atmosphere. And this is largely the merit of Howard Schultz and the company's design team.
Over the past decades, Starbucks has been buying up local chains of coffee shops around the world, making them part of its brand. The expansion of the company has been going at a crazy pace lately. Even on The Simpsons, there were a few jokes about Starbucks taking over America. However, now the situation has changed somewhat, and Howard Schultz even announced that Starbucks intends to close about 600 stores in the US this year.
The economic crisis is one of the causes of Starbucks' problems. Still, in this chain of coffee houses, coffee is frankly expensive. In addition, internal problems in the company also contributed to the current situation. Not so long ago, Howard Schultz announced that he was returning to Starbucks to solve the problems that his company was mired in. Just like Michael Dell. Will he get it? Most likely so. Starbucks is one of America's most beloved brands. And it's worth it.
Starbucks as a place of pilgrimage
Starbucks coffee drinkers are completely different people. Starting from businessmen who drink coffee on the go, and ending with young couples having fun at the table (although it should be noted that these tables are not the best). Freelancers are active at Starbucks, bloggers write their new posts, and podcasters edit sound files. The atmosphere of this coffee shop attracts people with laptops. Luckily there is Wi-Fi. 
Music is constantly playing in the cafe. It is interesting that there is a central server that plays the same music throughout the Starbucks chain. This means that the song that you hear now in New York is playing in Seattle right now. This state of affairs led Howard Schultz to an agreement with another icon of American business - Apple. Any user of the iPhone communicator or iPod Touch player can, having come to Starbucks, instantly buy that the song is currently playing through the iTunes Store.
At the same time, in recent years, Starbucks coffee shops have begun to sell a lot of third-party products. The company believed that by doing so they would make Starbucks something more than an ordinary coffee shop. Did not work out. The company recently announced that they would no longer sell music in cafes. On average, each Starbucks sold one CD per day. Naturally, this decision does not affect the contract with Apple.
How does it work at Starbucks?
I must say that Starbucks is perhaps the only institution of this kind where it is not a shame to work for a young man. This is not mcdonald's. Being a barista is somewhat prestigious. Although this is a rather difficult job that takes a lot of effort. But, according to the company, it is worth a try to experience the amazing atmosphere of Starbucks.
In 2007, 15,700 Starbucks coffee shops were opened in 43 countries, of which approximately 7,500 belong to Starbucks Corporation, and the rest are franchised or licensed. The company is also developing a network of music stores Hear Music.
Starbucks sells natural coffe, espresso-based drinks, various other hot and cold drinks, snacks, coffee beans and accessories for preparing and serving coffee. Through Starbucks Entertainment and the Hear Music brand, the company also distributes books, music collections, and videos. Most of these items are seasonal or designed to be sold in a specific area. Starbucks branded ice cream and coffee are also sold at grocery stores.
The total number of network personnel is 140 thousand people. According to Hoovers, in 2006 the company's revenue amounted to $ 7.8 billion (in 2005 - $ 6370000000), net profit - $ 564 million ($ 494.5 million).
Starbucks in Russia
Starbucks has repeatedly stated its desire to enter the fast-growing Russian market. However, in 2004 trademark Starbucks registered the Russian Starbucks LLC, which is not related to the American corporation. Later, the Chamber of Patent Disputes deprived Starbucks LLC of the rights to the brand on the complaint of the American network.
In September 2007, the first coffee shop of the network was opened in 
Russia - in the Mega-Khimki shopping center. After that, a number of coffee houses were opened in Moscow: on the Old Arbat, in the Naberezhnaya Tower office complex and at Sheremetyevo-2 Airport, recently opened at the metro station. Tulskaya in a new shopping center.
Interesting Facts
One of the main requirements when choosing premises for Starbucks coffee shops is that the front door should face east or south, never north. According to Scott Bedbury, one of the founders of the Starbucks brand, this is because visitors should enjoy daylight, but at the same time the sun should not shine on their faces.
Read more...
One of the most famous coffee chains in the world is Starbucks. Starbucks Corp. founded relatively recently. This brand appeared on the world coffee market on March 30, 1971. At first, this was a store that sold its own roasted coffee. Three friends - incredible coffee lovers: Jerry Baldwin (Jerry Baldwin), Zev Siegl (Zev Siegl) and Gordon Bowker (Gordon Bowker) opened their small coffee shop in Pike Place Market, in Seattle.
Since at the beginning of their activity, the founders could not boast of a large number of customers, so they gladly devoted a lot of time to each of them, talked about coffee, shared secrets and, so to speak, preached love for this wonderful drink.
For several years this small shop was the only one of its kind. Only ten years later, the number of Starbucks stores reached five. In addition, the company had its own factory, which allowed not only selling coffee in stores, but also being a coffee supplier for many bars, coffee houses, and restaurants.
The turning point in the history of the formation and development of the Starbucks brand came in 1987. It was at this time that Howard Schultz became the owner of the company. Thanks to him, Starbucks is now a chain of 2,000 coffee shops around the world.
Changes are the stages of the formation of Starbucks
After several years as director of retail sales and marketing, Schultz retires from business and starts his own business, becoming the owner of the coffee chain Il Giornale. Some time later, he finds investors and repurchases Starbucks. Combining two related activities into one company, the new alliance and the Starbucks coffee chain under his leadership managed to conquer the whole world.
Despite the fact that the company has changed, the love for coffee and attention to visitors remained the same. At Starbucks, people come to socialize, work or just look at people. This is not accidental, because the atmosphere of communication in coffee houses was created purposefully.
Howard Schultz was always convinced that not only coffee brings people to the company's establishments, but also personal experience. Therefore, all the work of Schulz and his team was aimed precisely at creating the environment necessary for obtaining such an experience. This was facilitated by comfortable sofas, fireplaces, smoothly curved lines of a cafe that create a comfortable space, free internet and much more.
In addition, Howard Schultz has always tried to maintain the company's commitment to high-quality in-house roasted coffee. There were some difficulties associated with this. Since expensive and rare varieties of coffee were supplied in two-kilogram bags, it quickly fizzled out - long before the sale. This forced Starbucks to create its own powdered coffee technology.
Starbucks company logo
Separately, it is worth talking about the logo and the name of the Starbucks company. The name of the company was chosen in accordance with the famous novel "Moby Dick". As for the logo, it originally featured a mermaid and a siren with two tails. This image was found on an old engraving. It symbolizes the marine theme of the company name.
In 1987, the logo was partially changed. The company's logo now combines the Starbucks and Il Giornale logos.
The current Starbucks business
It is known that the total number of establishments of the company reaches about 19,000 worldwide. Starbucks coffee houses are open in more than 50 countries around the world. The company's headquarters is located in Seattle, Washington.Starbucks is an American coffee company and coffee shop chain of the same name. The management company is Starbucks Corporation. Starbucks is the largest coffee company in the world, with over 22,500 coffee shops in 66 countries (as of June 2015). Starbucks sells espresso and espresso-based drinks, other hot and cold drinks, coffee beans, teas, hot and cold sandwiches, cakes, snacks, and items such as coffee makers, mugs, and glasses. The company's headquarters is in Seattle, Washington, USA.
It is believed that for Americans, the brainchild of Howard Schultz is the "third place", between home and work. Over the past few decades, Starbucks has become one of the symbols of America, not inferior in its popularity to McDonald's. In addition, the company began overseas expansion. With varied success. Somewhere, the Starbucks chain became popular, as in the USA, but somewhere it did not take root at all (for example, only a few coffee shops of the company are open in Austria, and expansion is not planned). And the history of Starbucks began back in 1971 in Seattle ...
In 1971, English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker, who had known each other since their student days at the University of San Francisco, settled for $1,350, borrowed another $5,000, and on September 30, 1971, opened a coffee bean store in Seattle. , Washington state. The trio were inspired to trade in high quality coffee beans and equipment after coffee entrepreneur Alfred Peet taught them his method of roasting the beans.
Captain Ahab's mate in Moby Dick was called Starbuck, which is where the name Starbucks comes from. The logo was a stylized image of a siren, half-woman, half-fish, capable of luring sailors with their charming appearance and beautiful voice.
However, according to Bowker's memoirs, the name of the company was not chosen that way. One of the co-founders suggested the name "cargo house" until Heckler noticed that the name beginning with "st" sounded stronger. Bowker wrote a list of words beginning with "st" and one of the founders somehow found the name of the old mining town of Starbo on an old mining map.
The first Starbucks cafe was located at 2000 Western Avenue from 1971-1976. The cafe then moved to 1912 Pike Place Market and never returned to its old location. At that time, the company was engaged only in the sale of coffee beans. whole fried, but did not brew coffee for sale, only as advertising samples for testing. In the first year of operation, the company bought green coffee beans from Peet's, then switched to direct purchases from farmers.
The partners learned the correct selection of varieties and roasting of coffee beans from Alfred Peet, the owner of Peet’s Coffee. Starbucks bought beans from Peet's Coffee for the first 9 months of operation, and then the partners installed their own roaster and opened a second store. By 1981, there were 5 stores, a small coffee roasting factory and a trading division that supplied coffee beans to bars, cafes, restaurants. In 1979, the owners of Starbucks bought Peet's Coffee.
In 1984, the original owners of Starbucks, led by Jerry Baldwin, purchased Peet's. In the 1980s, overall U.S. coffee sales began to decline, but specialty coffee sales increased, accounting for 10% of the market in 1989, up from 3% in 1983. By 1986, the company had six stores in Seattle and had just begun selling espresso coffee.
In 1987, the original owners sold their company to Howard Schultz, owner of the Il Giornale chain of coffee shops (formerly a Starbucks employee). He changed the brand of his Il Giornale coffee outlets to Starbucks, renamed the company "Starbucks Corporation" and began to rapidly expand his network. In the same year, the company opened its first points outside of Seattle: at the Waterfront station (Vancouver, Canada) and in Chicago (USA). By 1989 in the northwest and midwest. The company roasted over 2 million pounds (907.185 kg) of coffee annually.
In 1988, the company entered the mail order business and released its first product catalog, which helped it ship to 33 stores across the United States.
In 1992, during its initial public offering on the stock market, Starbucks had 165 outlets.
By the time of the first public sale on the stock market in June 1992, Starbucks owned 140 outlets and generated $73.5 million in annual revenue. dollars compared to 1.3 million in 1987. The company's market value was estimated at $271 million. 12% of the sold shares gave the company a profit of 25 million, which allowed the company to double the number of stores in the next two years. By September 1992, Starbucks' share price had risen 70%, and share earnings had grown almost 100 times over the previous year.
The first Starbucks outlet outside of North America was opened in 1996 in Tokyo, Japan. In 1998, Starbucks entered the UK market with an $83 million investment and acquired the UK-based Seattle Coffee Company with 56 locations. In September 2002, Starbucks opened its first store in Latin America (Mexico City). Currently, there are already 250 outlets in Mexico, and about a hundred in Mexico City itself.
In the 1990s, Starbucks opened a new store every business day, maintaining that pace until the early 2000s.
In 1999, Starbucks experimentally opened several cafes (the so-called Circadia chain) in San Francisco. These establishments were soon "shut down" from Starbucks establishments and converted to Starbucks cafes.
Starbucks entered the tea business in 1999 with an $8.1 million acquisition. US Tazo brand.
In 1999, Starbucks launched the "Grounds for your Garden" program with the goal of making its business greener. Spent coffee grounds provided to those who wish for compost. While not all stores and areas are involved, shoppers can contact local stores and start the practice.
In October 2002, Starbucks established a coffee distribution company in Lausanne (Switzerland) to manage purchases. green coffee. The rest of the coffee business was still managed from Seattle.
In April 2003, Starbucks acquired Seattle's Best Coffee and Torrefazione Italia from AFC Enterprises for $72 million. The deal gave Starbucks 150 new outlets, but according to the Seattle Post-Intelligencer, the entire business was far more significant. In September 2006, competitor Diedrich Coffee announced that it would sell most of its stores to Starbucks. The list included points included in the Coffee People chain and located in the state of Oregon. Starbucks adopted Diedrich Coffee and Coffee People outlets under its brand, but the deal did not include Coffee People outlets located at the Portland airport.
In 2003, Starbucks acquired bottled water company Ethos and began distributing the water at its North American locations. Ethos bottles are labeled "helps kids get clean water" because every 5 cents of the $1.80 bottle price (10 cents in Canada) goes towards clean water projects in underdeveloped areas.
In 2004, the Starbucks trademark in Russia was registered by Starbucks LLC, which is not related to the American corporation. Later, the Chamber of Patent Disputes deprived Starbucks LLC of the rights to the brand on the complaint of the American network.
In 2004, Starbucks began downsizing paper napkins and shopping trash bags. The company released information that it produces solid waste in the amount of 816.5 tons.
In 2008, Starbucks was ranked 15th on the U.S. Environmental Protection Agency's Top 25 Clean Energy Partners list for renewable energy acquisitions.
In 2008, the company launched the "Skinny" line of drinks, offering low-calorie, sugar-free versions of drinks using skim milk. Choice of sweeteners available natural products(such as brown sugar, agave syrup, or honey), artificial products (Sweet'N Low, Splenda, Equal brands), or one of the company's sugar-free syrup flavors. Since 2007, the company has stopped using milk from cows that are given somatotropin.
In July 2008, Starbucks announced it would be closing 61 of its 84 stores in Australia for the next month. Nick Wales, a strategic management expert at the University of Sydney, commented: "Starbucks has failed to capture Australian coffee culture." In May 2014, Starbucks announced ongoing losses in the Australian market, which led to the sale of the remaining Withers Group stores.
In October 2008, the British newspaper The Sun reported that Starbucks wasted 23.4 million liters of water every day to rinse dishes in each store (the water is constantly flowing), but this is often required by public health regulations.
In 2008, the company continued its expansion by opening outlets in Argentina, Belgium, Brazil, Bulgaria, the Czech Republic and Portugal.
In March 2009 the company launched a new line of instant coffee bags called VIA "Ready Brew". The line was first introduced in New York, followed by product testing also in Seattle, Chicago and London. The first two flavors including Italian Roast and Colombia appeared in October 2009 in the US and Canada. The company's stores offered to recognize the flavor version of the coffee, and most people who tried it couldn't tell the difference between instant coffee and freshly brewed coffee. Critics reasoned that the company devalued its own brand by introducing instant coffee.
In June 2009, the company announced a major menu overhaul. Salads and baked goods will be sold without high-fructose corn syrup or artificial ingredients. With this, the company expected to attract buyers who are health-conscious or price-conscious. No profit was planned.
The expansion to European and Scandinavian countries continued in 2009. In April, points appeared in Poland, in August - in Utrecht (Netherlands) and in October in Sweden at the Stockholm-Arlanda airport.
In June 2009, in response to requests for excessive water consumption, Starbucks redesigned the rinsing equipment. In September 2009, stores in Canada and the US operated by the company successfully introduced new water saving systems to meet health standards. Milk different varieties poured with a special spoon that remains in the jug, rinsing containers are replaced with push-button dispensers. This will reportedly save 570 liters of water per day in each store.
In 2010, Starbucks began selling beer and wine in some of its US stores. As of April 2010 these drinks are available at several locations, others have applied for licenses.
In 2010, the growth of presence in new markets also continued. In May 2010, Southern Sun Hotels in South Africa announced they had signed an agreement with Starbucks that would allow them to brew Starbucks coffee at selected Southern Sun and Tsonga Sun hotels in South Africa. One of the reasons for reaching an agreement was the upcoming opening of the World Cup in South Africa. In June 2010 Starbucks opened its first store in Budapest. In November, the company opened its first store in Central America, in El Salvador, the capital of San Salvador.
In December 2010, Starbucks discussed opening its first ship location in partnership with Royal Caribbean International. Starbucks has opened a store aboard the Allure of the Seas, Royal Caribbean International's second-largest ship and the world's second-largest ship.
In 2011, Starbucks introduced a maximum cup size (Trenta) with a volume of 31 ounces. In September 2012, Starbucks announced the Verismo, a consumer-grade machine that dispenses packaged plastic cups of coffee and milk for lattes.
In February 2011, Starbucks began selling coffee in Norway by supporting Norwegian grocery stores to roast coffee. The first store in Norway under the Starbucks brand opened on February 8, 2012 at Gardermoen Airport in Oslo. In October 2011, Starbucks opened another location in Beijing in the International Departures Hall of Capital No. 3 Terminal 3, which became the company's 500th location in China and 7th at the airport.
On November 10, 2011, Starbucks announced it was acquiring juice company Evolution Fresh for $30 million in cash and plans to open a chain of juice bars in mid-2012, allowing itself to invade Jamba Inc.'s territory. The company's first store was opened in San Bernardino, California. In early 2013, it was planned to open a store in San Francisco.
In October 2012, Starbucks announced a plan to open 1,000 stores in the US over the next five years. That same month, the largest facility in the United States was opened at the University of Alabama's Ferguson Center.
At the end of 2012 Starbucks for 620 million dollars. The United States acquired the tea company Teavana. As of November 2012, the company's management had no intention of promoting Starbucks products through Teavana, although the company's acquisition would allow its products to be sold outside of its stores.
In 2012, Starbucks began selling a line of Starbucks Refresher iced beverages in its stores containing arabica green coffee bean extract. The drinks contain fruit flavors and caffeine and are known for their strong taste without "any coffee flavor". The extraction process for green coffee at Starbucks includes the step of soaking the beans in water. On June 25, 2013, Starbucks began labeling calories on beverage and baked goods menus in all US stores.
In addition, in 2012, Starbucks released a line of Starbucks Verismo coffee makers that brew espresso and regular coffee from coffee pods, a type of pre-separated disposable container. ground coffee and flavors using the K-Fee additive system. In a brief review of Sample #580, Consumer Reports described the results of comparing the Verismo 580 with two competing brands: coffee. Other machines we have tested have shown great flexibility in adjusting the intensity of the brew. The Verismo has a button for coffee, espresso and latte but no strength setting for each type. Since Starbucks limited coffee selection to its brand, there are only eight varieties plus milk for latte.”
In October 2012, Starbucks came under fire after a Reuters investigation found that over its 14 years in the UK, the company paid only £8.6m in corporate taxes despite generating £3bn in sales revenue. £1.3bn in the three years to 2012, which was also tax-free. It has been claimed that the company was able to do this by charging high licensing fees in the UK market, which allowed them to post a loss of £33m in 2011. The UK subsidiary pays patent fees to the US subsidiary, purchases coffee beans from the Dutch subsidiary (where corporate taxes are lower than in the UK), and uses the Swiss subsidiary for "other services". A YouGov review suggested that the dispute over the amount of taxes paid in the UK in the weeks following the allegations was causing significant damage to the Starbucks brand image.
In November 2012, Starbucks' chief financial officer appeared before the British Public Accounts Committee and admitted that the Dutch government had approved a special tax rate for Starbucks' European offices, where the company's UK business pays money. Dutch laws (unlike the laws of other European Union countries) allow companies to transfer royalties collected in other countries to offshore zones without paying taxes. The CFO denied that they had chosen Holland to host their European head office for the purpose of tax evasion, he explained that the reason for the choice was that the coffee bean roasting plant was located in Holland. Until 2009, the share of taxes was 6% of sales in Britain, but after questions from the British tax authorities, the share was reduced to 4.7%. The CFO explained to the committee that this figure reflects spending on building new stores and developing new products, but acknowledged that no detailed analysis of what the tax share should be has been made. Coffee sold in the UK was purchased from the Swiss subsidiary at a 20% markup on the wholesale price, and 12% corporation tax was paid on profits. Now coffee is not imported from Switzerland, but 30 people who worked in the branch evaluate the quality of coffee. Citing Starbucks' frequent loss reports in the UK as an example, the CFO explained to the committee that the company was "not entirely happy" with its financial performance in the UK. Committee members responded that the business's loss claim "sounds simply unbelievable," pointing out that the head of the business has been appointed to a new, higher position in the US and that the company is constantly reporting profitability to shareholders.
In August 2013, Starbucks CEO Howard Schultz personally announced the opening of Starbucks stores in Colombia. According to his statement, the first cafe opened in 2014 in Bogota, in the next five years another 50 across the country. Schultz also stated that Starbucks will work alongside the Colombian government and USAID, continuing to "empower local coffee growers and spread the meaning, heritage and tradition of their coffee around the world." The company's management noted that the aggressive expansion into the Colombian market was a common move with Starbucks' Latin American partners Alsea and Colombian food conglomerate Grupo Nutresa, who previously worked with Starbucks to supply coffee through Colcafe. The announcement follows the opening of the Starbucks Farmer Support Center in Manizales, Colombia the previous year, strengthening the company's footprint in Colombia.
In 2014, Starbucks launched its own line of "handmade" carbonated drinks called "Fizzio".
As of February 2014, Starbucks was present in 65 countries and territories.
In August 2014, Starbucks opened 4 stores in Hanoi, Vietnam.
In early 2015, Starbuck opened its first Channel Island location at St. Peter Port in Guernsey.
In 2015, Starbucks opened its first store in Baku. By the beginning of 2016, there were already 2 Starbucks establishments in Baku.
In the winter of 2015-2016, Starbucks opened its first store in the city of Alma-Ata.
In September 2016, Starbucks opened in Astana, the capital of Kazakhstan.
Starbucks in Russia
Starbucks has repeatedly stated its desire to enter the fast-growing Russian market. However, in 2004, the Starbucks trademark was registered by the Russian Starbucks LLC, which is not related to the American corporation. Later, the Chamber of Patent Disputes deprived Starbucks LLC of the rights to the brand on the complaint of the American network.
In September 2007, the chain's first coffee shop in Russia opened in the Mega-Khimki shopping center. After that, a number of coffee houses were opened in Moscow: on the Old Arbat, in the Naberezhnaya Tower office complex, at the Sheremetyevo-2 airport, etc. On December 7, 2012, the first coffee house was opened in St. Primorsky avenue.
By 2015, there are 100 Starbucks coffee houses in Russia, of which 71 are located in Moscow, 11 in St. Petersburg, three coffee houses each in Yekaterinburg and Rostov-on-Don, two each in Yaroslavl, Krasnodar, Tyumen, one each in Sochi and Samara.
Logo update in 2011
In January 2011, the company announced a logo update. The green ring with the company name disappears from the round logo, and the black and white image of the siren becomes green and white and occupies the entire circle.
"We've allowed the siren to come out of the circle, and that, I think, will give us more freedom and flexibility to see a little more than coffee," said chief executive Howard Schultz.
The company assumes that the changes will help them conquer new markets. As experts told Agence France-Presse, Starbucks seeks to move its logo into the category of the most recognizable logos, like Apple and Nike, when customers no longer need inscriptions.
