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 all over the world today, successfully operating in different countries and not wanting 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. So the first and for a long time the only coffee house in the city was opened. 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 Starbucks founders 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 in healthy eating: they counted every calorie, and coffee with whole milk, due to its high fat content, was classified as a product that is 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, 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 working atmosphere in which friendliness and respect for each other reign, courteous service are the fundamental principles of the company, which help it attract and retain connoisseurs of good coffee among regular customers. 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 - various syrups and teas, seasonal types of coffee, 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 the company's branded iced tea appeared on store shelves, which is 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 - these are the best brands of 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 the history of Starbucks began 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 logo of the company 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 coffee drinkers from Seattle 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 greatest 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 another moment - 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 an iPhone communicator or an iPod Touch player can, having come to Starbucks, instantly buy that a 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 organic coffee, espresso-based drinks, various other hot and cold drinks, snacks, coffee beans, and coffee preparation and serving accessories. 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, 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 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, and 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...

The biography of the company is its success story, a clear example of how to build life and work. Confucius wrote: “Choose a job you love and you will never have to work a day in your life.” A long time ago, three coffee-loving friends did just that. They turned their hobby into a profession. The friends did not have any specific business concept. What they did could be called creativity rather than strategy. And, nevertheless, the whole world soon learned about the coffee house under the original name "Starbucks".

How it all began

So, three young people (two teachers - history and English and a writer), who had known each other from their studies at the university, came up with one idea. Who became the initiator - Jerry Baldwin, Gordon Bowker or Zev Siegl - is not important. Since everyone loved coffee, the idea was simple: to open a store selling a drink in beans. But they needed money for it. The guys chipped in for $1,350 each. Yes, they took five thousand. This was enough for the store to open its doors to everyone on September 30, 1971.

What state did Starbucks coffee shops originate in, you ask? We answer: this is Washington, the city of Seattle.

And one moment. Enthusiasts were inspired to such a feat by Alfred Peet, an entrepreneur who somehow roasted grains in a special way and taught the guys this. And they set about selling coffee according to a secret recipe.

What would you call a boat...

Seattle is the largest center in the northwestern United States and a major seaport. So, thinking about the name of their future brainchild - the Starbucks coffee house, the founders settled on the name of the whaling ship captain's assistant from the famous book "Moby Dick". His name was Starbucks.

They also worked on the logo. We decided to take the image of a siren (mermaid). The color of the picture is brown. In the late 80s and early 90s, it was changed to green. The tail is slightly shortened. The girl's chest was hidden behind the hair flying in the wind. Added asterisks between words.

And finally, in the center is the face of a mermaid. The green rim disappeared, the stars “faded out”. The color of the logo has become much lighter.

So, Starbucks coffee shops appeared on the streets of the city. At first, the company only sold coffee beans in Seattle, but the drink itself was not brewed here. Just a little. They gave a try to those who wished to and this played a role.

Friends learned the technique of the new business from A. Pete and expanded. By 1981, five stores were already operating. There was also a mini coffee roasting factory and a department that supplied its products to local bars and restaurants.

And then the network expanded beyond Seattle. Branches appeared in Chicago and Vancouver.

The next step was to start selling goods by mail. For this, a catalog was compiled. Now you know in which state Starbucks coffee shops appeared. And soon new establishments opened in 33 locations in different parts of the United States. And all thanks to the printed registry.

Incredible fact: in the 90s, Starbucks opened new stores. And it happened almost every working day! The company managed to maintain such a frantic pace until the onset of the 2000s.

Today, for Americans, there is no question of which state the Starbucks coffee shops are located in? Where can you enjoy excellent coffee? There are places like this all over the place!

New markets

And in 1996, the company reached a new level: the first Starbucks coffee shops appeared many kilometers from the USA - in Tokyo (Japan). Following the land of the rising sun, 56 outlets were opened in the UK. Very soon, Starbucks coffee shops appeared in Mexico. Now there are already 250 of them, in Mexico City alone there are about a hundred establishments.

Today, the Starbucks chain of coffee shops is very large. You can't list all the addresses. It is possible to name only the countries where there are these institutions, and then some. These are Switzerland, India, Denmark Germany, South Africa, Poland, Hungary, China, Vietnam, Argentina, Belgium, Brazil, Bulgaria, Czech Republic, Portugal, Sweden, Algeria, Egypt, Morocco, Norway, France, Colombia, Bolivia.

And in Norway, the airport in Oslo was chosen as the site for the first Starbucks coffee shop. In Beijing, she registered in the hall of international departures of aircraft. In some places, these establishments are located in hotels, for example, in South Africa.

But this is far from over! Last year, in 2014, Starbucks donated six of its stores to Colombia and four to Hanoi. More than ten establishments will be in Bogota in 2015. The same year is scheduled for the opening of a similar cafe in Panama.

In the park, on the ship and on the islands

And in Disneyland, and in different countries, you will find Starbucks establishments. The coming year 2015 was very pleased with many coffee lovers. And here's why: the restless company Starbucks now invites you to drink a fragrant drink on the islands in the English Channel.

Moreover, zealous coffee merchants managed to adapt even the ship to their goals! This happened in 2010. The first store was located on board the cruise ship Allure of the Seas, built by Finnish shipyards. It is the second largest in the world.

And in Russia too

The company's managers have long looked towards the inexhaustible market of Russia. And in the fall of 2007, Starbucks coffee shops appeared in Moscow (in one large shopping center). Very quickly, the residents of the capital appreciated this institution, and it was decided to open several more branches.

In 2012, Starbucks was already talked about in the northern capital - St. Petersburg. On Primorsky Prospekt (lovers of a fragrant drink rush from everywhere, drink it and praise it.

99 coffee shops operate today in Russia. Of these, 71 - in the capital, ten - in St. Petersburg. They are also available in Sochi, Yekaterinburg, Rostov-on-Don and other cities.

Chips do their thing

Those who have visited these establishments never cease to be amazed at the marketing art of the company's leaders. And here everything is involved in the complex.

The biography of the company is impressive. It reflects the long journey from the moment when Starbucks coffee shops appeared in - from a tiny store to the world's largest business empire.

Fans love to visit these establishments not only because of the excellent quality of the drinks, but also because of the incredibly attractive atmosphere. So, the interior of the very first coffee shop has hardly changed in 40 years. Traditions are kept here. And customers enjoy coffee as if they were in a kind of Starbucks museum.

Here's another example. In all the coffee houses of the world, the same melody plays at the same time. And a corrugated cardboard ring is pulled over a paper cup from above: this allows customers not to burn their hands.

And what is the richest menu! This is coffee of different types (including seasonal). There are also many syrups, teas, light salads and, of course, a huge number of desserts.

Let's not forget about the famous thermo mugs, which can be purchased as a souvenir along with branded cups and glasses.

Caring for the environment

A few years ago, the company launched a program called Land for Your Garden. The leaders of the empire decided that their business should be environmentally friendly. The spent was sold to everyone who has his own farm. After all, it can be used for compost.

Then Starbucks took another step worthy of emulation. The company began producing paper napkins and smaller trash bags. This approach entails saving natural resources.

The next stage is our own production. In the manufacture of cups for drinks, they began to use part of recycled paper - only 10 percent. Someone will say that this is very little. Nevertheless, according to the results of the work, Starbucks was awarded the National Prize for such an idea.

Never stand still

You can’t blame the Starbucks coffee shops for conservatism and unwillingness to change something. So, every year, the company pleases us with another innovation.

So, in 2008, a line was launched - Skinny (translated as "skinny"). Clients were offered unsweetened (without sugar) and low-calorie drinks - based on skimmed milk. Everyone could order what they want from a set of sweet natural products - honey or syrup.

In 2009, customers were offered another innovation - coffee, but in bags. Moreover, its quality was so high that many people could not understand: is it an instant drink or freshly brewed?

After a while, visitors were surprised again with a unique innovation. This time it was a cup of the maximum size - a volume of 31 ounces.

After some time, the company again delighted its regular customers, this time with an interesting car. She made her own coffee. It was packaged in thin plastic cups along with milk for latte.

In 2012, ice-cold refreshers were added to the menu of Starbucks coffee shops. They contain an extract from green beans (arabica). They also include fruit flavors, and, of course, caffeine. This product has become widely known. People liked its "strong taste - no coffee aroma".

In 2013, a new era begins - selling through Twitter mobile platforms. And a year later, the production of its own line of carbonated drinks, so to speak, "hand-made", was launched. They can be found on sale under the name Fizzio.

Leaders in everything and always

In 2013, Starbucks was named one of the firms and organizations recognized as the best employers in the world. Fortune magazine included the coffee company in the honorary list of the top 100 enterprises.

The organization has achieved such success thanks to a very thoughtful and fair system of remuneration. First, the publication noted allowances for overtime. Secondly, the fact of a constant increase in wages, regardless of the state of the world economy. Each Starbucks employee can really build a successful career in this company and go from an ordinary bartender to a top manager.

Today, one in five cups of coffee is consumed at Starbucks in the US, but Howard Schultz, the company's owner and inspirer, has worked hard to instill in Americans a love for this gourmet drink.

The story of three coffee lovers

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 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.

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.

The opening of the store fell on a difficult period: in the late 60s, Americans were completely disappointed in 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 shops.

[+] 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 should be made 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.

Meeting point

The popularity of Starbucks inspired not only consumers, but also competitors. Similar coffee shops began to open everywhere, but with lower prices. Even fast food restaurants and gas stations have advertised "Espresso" to entice 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 that is 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:

1. new coffee brewing machines were higher than the old ones, and this did not allow customers to follow the process of preparing a drink;
2. 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.

1. 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.
2. 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.
3. 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.
4. 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 moment. At the same time, each coffee shop has a unique interior design and atmosphere.
5. 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.
6. 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.”