Starbucks is an American coffee company and operates a chain of coffee shops of the same name. As of early 2017, Starbucks Corporation operated over 24,000 outlets worldwide. At the end of April 2017, the company's capitalization exceeded $86 billion. In the ranking of the most expensive brands in the world 2017 (Global 500 - 2017), Starbucks is valued at $25.6 billion and ranks 39th.

The founders of Starbucks are three friends from Seattle - Jerry Baldwin, Gordon Bowker and Zev Ziegal. All three friends were from simple families and had not been in business before. They were united by a common love for coffee and the desire to sell the city's residents the best examples of this drink. The niche of high-quality coffee, which was empty in the city at that time, also contributed to the implementation of the idea.

In 1971, J. Baldwin, Z. Ziegal and G. Bowker decided to open their own coffee bean shop. They invested $1,350 each in the common business and borrowed an additional $5,000 from the bank.

Interesting fact! The name of the store was given in honor of the character of the book "Moby Dick" Starbuck, who was very fond of coffee. In continuation of the marine theme, the interior of the store was designed in the same style.

The logo for the store was designed by artist Terry Heckler. It featured a mythical siren surrounded by the name of the company. The seductiveness of the siren symbolized that the coffee in this store will not leave anyone indifferent. Over time, the logo has changed several times, but in Seattle, at the first Starbucks store, you can still see the initial version.

Until the early 80s, Starbucks already operated five stores and a small factory, but the owners had no global expansion plans.

Stages of company development

In the early 1980s, regular coffee sales began to decline in the US, and demand for the company's Specialty coffee grew. In the face of rapid growth, the owners of Starbucks were not able to effectively manage their business. In addition, Zev Zigal left the company in 1980. So in 1982, businessman Howard Schultz joined Starbucks to get the business up and running and grow.

After a trip to Milan and getting acquainted with the European culture of coffee consumption, G. Schulz proposed changing the concept of the company, which had previously sold only grains, and opening several coffee bars. The Starbucks coffee shop, which became the company's 6th outlet, quickly became one of the most popular establishments in the city. Soon, G. Schultz opened another coffee house, Il Giornale, which served over 700 visitors after 2 months.

Despite this success, the owners of Starbucks were not ready to move into the restaurant business. In 1987, G. Schultz gathered a group of investors who bought the company from the owners for $3.7 million. All coffee shops have moved under the name Starbucks, and coffee bean shops have become cozy coffee houses. The company itself was named Starbucks Corporation. By the end of the year, the company already had 17 points of sale under its management.

You can watch the biography of Howard Schultz in the video.

In 1988, the company was one of the first in the industry to produce its own catalog, which helped it to establish cooperation with more than 30 stores, and implemented the delivery of goods by mail. In the same year, the expansion of neighboring states began - Starbucks coffee shops appeared in Chicago, Portland and Vancouver.

For 4 years, the company opened about 150 more outlets, and in 1992, 165 Starbucks stores and coffee houses were already operating in the United States. The company's revenue exceeded $73 million. In the same year, a public offering of the company's shares was held, as a result of which the market valued Starbucks at $271 million. 12% of the shares sold brought $25 million in profits, which were invested in expanding the network. Just 3 months after the placement of shares, their price increased by 70%.

1996 - the beginning of the international expansion of the brand. The first country was Japan. A little later, the company's coffee shops appeared in Singapore, Taiwan and South Korea.

In 1998, Starbucks appeared in England. It was decided to enter the British market through the purchase of a large local company, the Seattle Coffee Company, which operated 56 points of sale. The deal is valued at $83 million.

During this period, the company's management initiates the creation of new products and signs several deals aimed at increasing the brand's popularity:

• the company's products began to be offered on United Airlines aircraft;
• sale of coffee via the Internet;
• sale of coffee through large retail chains.

In 2002, Starbucks entered the Latin American market. The first store was opened in Mexico City. Today, over 250 points of the company operate throughout Mexico.

By the beginning of 2007, there were about 16,000 Starbucks coffee shops in more than 40 countries around the world. The company began to sell snacks, accessories and devices for serving and preparing coffee.

Interesting fact! Despite the large number of establishments it operates, the company makes sure that the front doors of coffee shops do not face north. This is done so that visitors to the establishments do not interfere with sunlight to enjoy coffee.

In 2008, the company entered the markets of Europe and South America, which became the main directions of brand development. At the same time, the company closed 70% of stores in Australia (due to the difficulty of learning about the local coffee culture) and experienced difficulties in operating in China.

The global financial crisis significantly worsened the company's performance, and at the end of 2008 Starbucks shares were trading at $4-5/share. But the successful development of business in Europe and Latin America in 2009-2012. caused a good growth in the value of the company's shares, which by the beginning of 2013 were already being sold at $27/share.

You can see the Starbucks success story in the video.

Starbucks competitors

The specifics of Starbucks is such that the company has no competitors in the global market in its niche. The brand has to compete for customers with McCafe from McDonald's, but still these are different market niches.

The main competition for Starbucks is made up of regional players operating in certain regions. So, in Germany, the company competes with Tchibo (a total of 800 points of sale, of which 500 are in Germany), in England - Costa Coffee (a total of about 1,000 points of sale, of which 700 are in the UK), in France - Nespresso (more than 110 points of sale) .

Starbucks in Russia

Starbucks had been planning to enter the Russian market for a long time, but due to various difficulties, it only happened in 2007. The first coffee shop was launched in Khimki in the Mega shopping center, after which several more stores were launched in Moscow. In December 2012, Starbucks launched the first cafe in St. Petersburg. In 2017, over 100 brand establishments operate in Russia. In addition to Moscow in St. Petersburg (more than 80 coffee shops in total), Starbucks is represented in most major Russian cities.

Company in 2017

Starbucks in 2017 is one of the most recognizable and expensive brands in the world. The value of the company's shares exceeds $60/share, and the capitalization is $86.82 billion. Management plans to reach Starbucks' value of $100 billion.

The Starbucks network has about 24,000 outlets with about 200,000 employees.

An important focus of Starbucks is environmental protection. Every year it spends heavily on projects to save energy and protect nature.

You can learn about Starbucks charity in numbers for 2017 from the video.

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 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 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, 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 knew 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 small. 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.

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Today it is difficult to find a coffee lover who has not heard of Starbucks, the world's largest chain of coffee houses, a global brand. And back in 1971, Starbucks was just a small coffee shop in a shopping mall in Seattle, which was opened by three friends - English teacher Jerry Baldwin, history teacher Zev Siegl and writer Gordon Bowker. Initially, the company specialized in the sale of coffee beans and related equipment. An interesting story is associated with the name - the first version of the name for the new company was "Pequod" (whaling ship from the novel "Moby-Dick"), but later friends decided to take the name of the first assistant from the same literary work - Starbuck.

According to the founders, they decided to open their own coffee business when Alfred Peet, the owner of Peet's Coffee, taught them how to properly roast coffee beans. It was Peet's Coffee that became the first supplier of roasted beans to the enterprising trio, until they opened a second store and purchased their own roasting machine, after which Starbucks began buying green coffee beans directly from farmers. A few years later, already owning five stores and their own factory, the trio decides to buy Peet's. Around the same time, the company had its own sales division, which was engaged in the direct supply of coffee beans to bars and restaurants.

In 1987, the owners sell the company to its current president, Howard Schultz, and take over the management of Peet's Coffee & Tea. It was Schultz who made Starbucks what many fans know and love today. The story began in 1982 when Howard Schultz joined Starbucks as director of retail sales and marketing. At that time, the company dealt only with coffee beans, while Schultz, inspired by the philosophy of Italian espresso bars, wanted to open a chain of coffee houses, but did not find support from the management (despite several successful pilot projects). So Howard left the company and started his own chain of coffee shops called Il Giornale. After buying the enterprise of his former employers, he merged the businesses, rebranded and so the first Starbucks coffee shops appeared. In the same year, 1987, the company's first coffee shops appeared outside of Seattle - in Vancouver and Chicago.

In parallel with the chain of coffee houses, Schultz also develops the direction of the sale of bean coffee - in 1988 he issues the company's first catalog and begins trading by mail, which allows him to become a supplier of 33 stores scattered throughout the United States.

Four years later, in 1992, the company holds its first public offering on the stock exchange. By that time, the network already had 165 operating outlets, and the annual profit was $73.5 million compared to $1.3 million in 1987. In just five years, Howard Schultz managed to increase the profitability of the business by more than 56 times.

Further growth rates of the company can rightly be called avalanche-like - in the 90s, a new outlet was opened almost every day. In 1996, the first Starbucks appeared outside of North America - in the Japanese city of Tokyo. Two more years later, in 1998, the UK market was also mastered through the purchase of Seattle Coffee Company, which was located in the United Kingdom and owned 56 outlets in its territory.

Starbucks in Russia

The company has repeatedly stated its desire to master the Russian market, but this happened only in 2007. The reason was a legal dispute with the Russian company Starbucks LLC (which has nothing to do with the brand), which in 2004 registered the right to use the Starbucks trademark in Russia. The American corporation filed a complaint with the Chamber of Patent Disputes and Starbucks LLC was ordered to return the rights to its trademark to Starbucks Corporation (the name was changed by Howard Schultz in 1987). The first institution of the company was opened in September 2007 in Mega-Khimki, a Moscow shopping center. Now there are 99 coffee houses in Russia, most of which are located in Moscow.

Expansion of the range and lines of business

In the days of the early Starbucks coffeehouses, the company offered patrons several espressos and lattes (whose recipe Howard Schultz brought back from Milan shortly after starting as director of retail and marketing) and a variety of freshly roasted coffee beans. And, of course, the cozy atmosphere of a coffee shop, where you can meet friends or business partners to discuss current issues over a cup of coffee. But with the growth of the corporation, the range of services and goods offered also grew. Today, Starbucks customers can choose from a wide range of drinks, the most popular of which are:

Hot coffee drinks

• Espresso is a classic of the genre, a thick aromatic drink that perfectly invigorates in the morning and gives strength. Starbucks signature espresso has a distinctive caramel flavor.
• Americano - this is the name given to the European tradition that has taken root in America to use espresso in combination with hot water.
• Latte is the recipe that once inspired Howard Schultz to build the company we see today. It traditionally consists of steamed milk and a layer of espresso with foam on top of it, often including some kind of syrup according to the individual preferences of visitors.
• Cappuccino probably needs no introduction. A traditional espresso with a layer of steamed milk on top of it.
• Mocha - Consisting of milk, espresso, whipped cream and Starbucks mocha chocolate, a great drink for cold and overcast days.
• Macchiato Caramel is a thick and sweet drink, a signature Starbucks recipe. It consists of espresso with frothed milk and vanilla syrup, topped with a pattern of caramel sauce as a decoration.
• Freshly brewed coffee - every day at Starbucks coffee shops, fresh coffee from branded blends of grain varieties of the company and different countries is offered as a drink of the day (decaf is also available).

Cold drinks

• Frappuccino Coffee is a wonderful refreshing sweet drink based on thick coffee mixed with milk and ice.
• Frappuccino Mocha - Classic Mocha with ice.
• Frappuccino Tazoberry - for those who do not want to drink caffeine. The signature recipe includes raspberry juice (other fruit and berry variations are possible), Tazo black tea and ice.
• Iced Americano is a traditional thick espresso recipe with cold water.
• Macchiato Iced Caramel - Ice is added to Starbucks signature Macchiato and the drink goes from warming to refreshing.
• Mocha with ice - instead of the company's traditional Mocha chocolate, cocoa sauce is used in the cool drink, otherwise the recipe is identical.
• Iced latte is a soft milky drink with a refreshing effect.
• Iced coffee is a separate way of drinking freshly brewed coffee, which is poured into a glass with ice.

• Mint blend - herbal infusion with peppermint and spearmint leaves has a sweetish taste of wormwood and the aroma of tarragon.
• Wake up - a blend of different varieties of Indian and Ceylon teas perfectly energizes and is recommended to be consumed at breakfast.
• English breakfast - a classic blend of Ceylon and Indian teas.
• Citron is a rich black tea with a light citrus aroma.
• Wild Sweet Orange is a decaffeinated, refreshing blend of citrus herbs with a vibrant orange flavor.
• Darjeeling is a Himalayan alpine black tea with hints of walnut in the aroma.
• Earl Gray is a famous Indian-Ceylon blend of black tea with the smell of Italian bergamot, popularized by the British.
• Tazo tea is a black tea with cardamom, black pepper, star anise and cinnamon.
• Zen is a green Chinese tea of ​​several varieties, cooked in a hot pan and mixed with lemongrass and mint.

Of course, this is not the whole range (especially since there are special recipes distributed in certain regions), but these drinks are especially loved by brand fans around the world. The company does not forget about the trade in grain coffee, continuing to be a supplier of numerous restaurants, bars, cafes, hotels and airports. The company pursues a policy of supporting third-world manufacturers by offering them a higher and priority price for goods. In addition, the corporation supports environmental initiatives, the principles of fair trade and has been included in the annual list of the "greenest" companies on the planet for many years.

In addition to drinks, Starbucks coffee houses offer their visitors fresh pastries, a cozy atmosphere and uninterrupted Internet access via Wi-Fi. Perhaps that is why the network's coffee shops are so popular among young people and representatives of start-up movements, who, as you know, do not part with a MacBook and a glass of coffee - all conditions are created for them here.

Another line on the menu was the premium branded coffee ice cream produced in conjunction with Dreyer.

But coffee, tea and pastries are by no means the only area of ​​interest for the American corporation - in 2006, the company opened the Starbucks Entertainment division, which publishes books, produces films and music, sells CDs in retail stores and other entertainment areas. An interesting fact is that the company's coffee houses are famous for their background music, and anyone can ask to make a disc with the compositions they like the most (the service costs about $ 9).

A separate point of the company's income is the sale of branded products - cups, thermoses and other related accessories. In the CIS countries, this is not so developed, but in the United States or in Europe you can often meet a person on the street with a characteristic logo on a thermal cup.

That's how one small shop turned into "Starbucks Corporation" - probably the most famous coffee brand in the world, and the company's logo - the famous green mermaid can be seen in more than 20,000 coffee shops in 64 countries around the world.

The largest chain of coffee shops Starbucks is considered to be one of the symbols of America. 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 sales store in Seattle, Washington. When choosing a name for the store, the name of the whaling ship from Herman Melville's novel 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, and 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 out into the street, 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 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 light roasted coffee, which is 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 grains were delivered to Starbucks 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.

Such was Starbucks' notoriety 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 houses in 2008 and another 300 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 (pictured below) can still be seen on the first store in Seattle.

It was Bill Gates, the founder of Microsoft and one of the company's early investors, who advised Schultz to merge coffee shops and stores under the same Starbucks name.

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 are also neither.”

“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.”