Starbucks is a chain of stores that has been dedicated since the 1970s to the sale of coffee, hot drinks, sandwiches and a series of products as a complementary offer
Starbucks is known internationally and today there are almost 20,000 stores with this name. Seattle was the first city in which it was established and its three founding partners and friends had no prior business experience, two of them were professors and the other was a writer. It all started after an informal chat in which the three of them talked about their common love for good coffee and after getting excited they decided to open a small place where customers could drink quality coffee in a cozy establishment. As for the name Starbucks, it was the writer who had the idea of calling the new business that way, for which he was inspired by a minor character in the novel Moby Dick. Both the decoration and the logo were based on the marine atmosphere of the famous novel by Herman Melville.
In its origins, the two professors were dedicated to serving the Seattle premises, one serving the public and the other dedicated to the management and purchase of roasted coffee. The writer focused on the marketing of the company. Within a few years a new partner, Howard Shultz, joined the project and ended up acquiring Starbucks, giving the brand a new business focus and international momentum.
According to experts, the keys to Starbucks success are several
- A good Arabic coffee in which, in addition, the customer can enjoy a rewarding experience as a consumer. To achieve this experience, the customer can put his own name on the coffee glass and take it with him. Likewise, the customer has his own card and can enjoy discounts and promotions adapted to his consumption habits.
- Each establishment is different and with its own personality. To achieve this, Starbucks adapts to the culture of each territory. In fact, its brand name varies depending on the language of each country.
- There is a very strict personnel selection process, based mainly on the good character and sociability of the candidates.
- A climate based on empathy between the employee and the client is promoted and all this in a cozy atmosphere accompanied by good music.
- Starbucks is introducing various innovations and new strategies (in 2008 it began a period of decline that ended up being corrected after a change in the expansion policy).
Starbucks is a multinational and its success is not without some criticism
First, some conservative groups expressed their discomfort when the original logo of the brand (with a mermaid with visible breasts) was used again for a time. On the other hand, the fact that coffee is obtained from genetically manipulated seeds has also raised harsh criticism and legal problems. To counter this type of campaign, Starbucks has promoted fair trade policies by partnering with local coffee producers.
Photos: iStock, fabio lamanna / monticelllo
