Jerry Baldwin. Starbucks History

Starbucks(pronounced "Starbucks") is an American coffee company and coffee shop chain of the same name. The management company is Starbucks Corporation. Starbucks is the largest coffee company in the world, with a chain of coffee shops of more than 19 thousand in 60 countries, including 12,781 in the USA, 1241 in Canada, 1062 in Japan, 976 in the UK (as of March 2012) and 60 in Russia ( as of October 2012). Starbucks sells espresso and espresso-based drinks, other hot and cold drinks, coffee beans, teas, hot and cold sandwiches, cakes, snacks and items such as coffee makers, mugs and glasses. The company's headquarters are in Seattle, Washington, USA.

Dossier

About Starbucks

In 1971, English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker each pooled $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 the whaling ship from Herman Melville's novel "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, 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.

In 1987, the Starbucks stores were sold for $4 million to Howard Schultz, owner of the Il Giornale coffee chain (a former Starbucks employee). He renamed his coffee shops Starbucks and the company “Starbucks Corporation.”

In 1988, the company began selling by mail and released its first product catalog, thanks to which it began supplying 33 stores in different states of the United States.

In 1992, at the time of its initial public offering, Starbucks had 165 retail locations.

In 1996, the first Starbucks coffee shop outside the United States opened in Japan. In the 1990s, Starbucks opened a new store every business day, maintaining this pace until the early 2000s.

Starbucks logo

Changed 3 logos. The current one is the 4th in a row.

From 1971 to 1987, the logo was an image of the two-tailed mermaid Siren, shaped like a cigarette ribbon. The main color of the logo was brown.

In 1987-1992, the main color of the logo was changed from brown to green, the fish tail was cut off slightly, and the siren's chest was covered with flowing hair. Stars appeared between the words in the logo.

From 1992-2011, the logo focused on the Siren's face - the lower part of the mermaid was removed.
From 2011 to the present, the green rim with the company name and stars has disappeared from the logo, and the color of the logo has become lighter.

Activity

At the end of 2007, 15,700 Starbucks coffee shops were opened in 43 countries around the world, of which approximately 7,500 are owned by Starbucks Corporation, and the rest are opened under license. Starbucks sells organic coffee, espresso drinks, a variety of other hot and cold beverages, snack foods, coffee beans, and accessories for preparing and serving coffee. Through the Starbucks Entertainment department and the Hear Music brand, the company also distributes books, music collections and videos. Most of these products are seasonal or designed to sell in a specific area.

Starbucks branded ice cream and coffee are also sold in food supermarkets. Many of the company's products are seasonal or area specific.

The company is also developing a network of music stores, Hear Music (English)Russian.
The total number of network personnel is 140 thousand people. The company's revenue for 2010 amounted to $10.7 billion, net profit - $945.6 million.

As of March 1, 2012, the Starbucks chain included 19,435 coffee shops and was present in 58 countries.

Performance indicators

Turnover $13.29 billion (2012)
Operating income $1.99 billion (2012)
Net profit $1.38 billion (2012)
Number of employees 149 thousand (2011)

Owners and management

The company's largest shareholders in the spring of 2011: Fidelity Investments funds (English) Russian. (11.1%), BlackRock (5.7%), Capital World Investors (English) Russian. (5.4%), company management (4.8%).

Brand: Starbucks

Tagline: You and Starbucks. More than coffee

Industry: trade, restaurant business

Products: coffee

Year of birth of the brand: 1971

Owner: Starbucks Corporation

Starbucks is an American coffee sales company and coffee shop chain of the same name. The management company is Starbucks Corporation. Starbucks is the largest coffee company in the world, with a chain of coffee shops of more than 19 thousand in 60 countries, including 12,781 in the USA, 1241 in Canada, 1062 in Japan, 976 in the UK (as of March 2012) and 60 in Russia (as of March 2012). October 2012). Starbucks sells espresso, other hot and cold drinks, coffee, hot and cold sandwiches, cakes, snacks and items such as mugs and glasses. The company's headquarters are in Seattle, Washington.

The company was founded relatively recently, in 1971, and it began its journey as a chain of stores selling coffee. The first store opened on March 30, 1971. The three founders, Jerry Baldwin, Zev Siegl, and Gordon Bowker, an English teacher, history teacher, and writer, decided to start selling coffee beans and opened their first store in Pike Place Market in Seattle. . For a long time the store was not only the first, but also the only one. But after ten years of stores Starbucks became five, in addition, the company now has its own factory. In addition to selling coffee in its stores, the company was also a supplier of coffee beans to many coffee shops, bars and restaurants.

The name itself "Starbucks" comes from the surname of one of the characters in Herman Melville's famous novel "Moby Dick". Starbuck was the name of the first mate on the Pequod ship, on which the pursuit of the white whale, nicknamed Moby Dick, took place. The first version of the coffee shop's name was "Pequod", after the name of the ship, but this word was rejected. Then the founders, according to one version, began to look for a suitable name, paying attention to the fact that the word reflected the local spirit and flavor of their native Seattle. According to legend, this word became “Starbo” - this was the name of an old mine located nearby. But they still didn’t abandon the idea of taking the name from the novel, and a name was found that was consonant with the word “Starbo” - the name of the Starbucks senior mate became the name of the company. Contrary to popular belief, the chief mate was not a coffee drinker, but for a long time most people (with the possible exception of English literature teachers) will associate his name with coffee, and not with sailing.

But perhaps the most memorable element of the brand Starbucks became its logo. A mermaid or siren with two tails, found in an old engraving of the sixteenth century, migrated to the emblem Starbucks and, although slightly changed, has remained there to this day, continuing the maritime theme of the company name. The mermaid with two tails is a common character in medieval folklore, she was called Melusine or Melisande, this image was often used in heraldry. In 1987, the logo changed, combining the logos of the two companies Starbucks and Il Giornale, precisely from Il Giornale the sign Starbucks and received its characteristic features - the mermaid was surrounded by a green circle with stars and the name of the company.

It is worth noting that the original logo Starbucks can still be seen on the first store in Seattle.

1987 marks a turning point in history Starbucks, Howard Schultz becomes the owner of the company, who made Starbucks the way we know it today. Schultz worked in Starbucks several years as director of retail sales and marketing, but was unable to realize his dream of creating a chain of coffee shops based on the company. Then he leaves the business and starts his own business - soon Schultz becomes the owner of the Il Giornale coffee shop chain. And in 1987 he returned and, having found investors, bought the company. Having purchased Starbucks, he gives this unusual name to his coffee shops and combines two related activities into one company. This alliance turned out to be unusually successful and the chain of coffee shops Starbucks under his leadership managed to conquer the whole world.

One of Howard's main achievements that contributed to the success Starbucks, is that he brought standardization to the company. Every coffee shop has the same range of basic products. No matter what country you are in, you can drink your favorite coffee. Certainly, Starbucks also represents some special products created for a certain nationality.

Espresso, hot chocolate, Frappuccinos, various syrups, seasonal coffees, teas and much more - all this is an assortment Starbucks. You can order a cake or sandwich with your coffee. However, unlike most other cafes in Starbucks The emphasis is on coffee. People come here to drink this drink, and not to eat “cake and coffee.” In general, in America, coffee is Starbucks They drink differently. Some people enjoy the amazing atmosphere of a coffee shop, while others buy a drink and drink it on the go, on the way to work, for example. Fortunately, plastic cups allow you to do this comfortably.

If we talk about the standardization that Schultz introduced in the company, then it stands out for one more thing - the atmosphere in the coffee shops. On the one hand, the basic elements in all establishments Starbucks similar, but on the other hand, each coffee shop has its own characteristics, its own unique atmosphere. And this is largely due to Howard Schultz and the company's design team.

In 1988, the company began trading by mail and released its first product catalog, thanks to which it began supplying 33 stores in different states of the United States, and after 7 years the company would have 165 locations in America.

In 1992, during its initial public offering on the stock market, Starbucks had 165 retail outlets.

The first coffee shop opened in Japan in 1996. Starbucks outside the USA. In the 1990s, Starbucks opened a new store every business day, maintaining this pace until the early 2000s.

Recent decades Starbucks is engaged in buying up local chains of coffee shops around the world, making them part of its brand. The company's expansion has been going on at a crazy pace lately. Even The Simpsons had a few jokes about how the network Starbucks takes over America. However, now the situation has changed somewhat, and Howard Schultz even stated that Starbucks intends to close about 600 coffee shops in the United States this year.

The economic crisis is one of the reasons for the problems Starbucks. Still, in this chain of coffee shops, coffee is downright expensive. In addition, internal problems in the company contributed to the current situation. Not long ago, Howard Schultz announced that he was returning to Starbucks to solve the problems plaguing his company. Just like Michael Dell. Will he succeed? Probably yes. Starbucks is one of America's favorite brands. And this is worth a lot.

IN Starbucks Absolutely different people drink coffee. Starting from businessmen drinking espresso on the go, and ending with young couples enjoying themselves at a table (however, it should be noted that these tables are not the best). IN Starbucks Freelancers are actively working, bloggers are writing their new posts, and podcasters are editing audio files. The atmosphere of this coffee shop attracts people with laptops. Fortunately there is Wi-Fi.

There is always music playing in the cafe. It is interesting that there is a central server that plays the same music throughout the network Starbucks. This means that the song 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 iPod Touch player can, upon coming to Starbucks instantly purchase the currently playing song through the iTunes Store.

Moreover, recently in coffee shops Starbucks began to sell a lot of foreign goods. 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 it would no longer sell music in coffee shops. On average, per day in each establishment Starbucks Sold one CD at a time. Naturally, this decision does not affect the agreement with Apple in any way.

In January 2011, the company announced a logo update. The green ring with the brand name disappears from the round logo, and the black and white image of the siren becomes green and white and occupies the entire circle.

"We've allowed the siren to come out of the circle, and that, I think, will give us more freedom and flexibility to see a little more than coffee," said chief executive Howard Schultz.

Now Starbucks is not in the best situation, but the company will probably soon make every effort to get out of the crisis. All that remains is to wait. It is unlikely that the situation will improve instantly.

owner of the Starbucks coffee chain.

Starbucks has always been and remains the company where you will always find the best brands of coffee in the world.

- the largest chain of coffee shops in the world. It is believed that for Americans, the brainchild of Howard Schultz is a “third place”, between home and work. Over the past few decades, Starbucks has become one of the symbols of America, not inferior in 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 in others it has not taken root at all (for example, only a few of the company’s coffee shops are open in Austria, and there are no plans for expansion). The history of Starbucks began back in 1971 in Seattle...

Start

In 1971, English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker each pooled $1,350, borrowed another $5,000, and opened a coffee bean store in Seattle, Washington. The store was named after a character in Herman Melville's novel Moby Dick; The logo features 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 cost a pretty penny, and therefore the owners of Starbucks decided to cooperate with coffee suppliers directly to reduce their costs.

The name “Starbucks” itself comes from the name of one of the characters in Herman Melville’s famous novel “Moby Dick” (in the Russian edition the character’s name was Starbuck). The company's first logo was an image of a topless siren. It was done in brown and a siren was used to highlight that fact

that Starbucks coffee comes from distant lands. I must say that the logo was quite controversial. Through the bare chest of the siren.

Later it was covered with hair, and the logo itself was slightly cropped. In addition, it changed its color from brown to green (although a new brown company logo is currently being tested. If it is successful, the coffee chain will soon, in a sense, return to its roots). It's 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, it already had a reputation as a renowned roaster and respected local coffee retailer (ground and bean). During a business trip to Italy, Howard became acquainted with the rich traditions of espresso making. It was espresso that formed the basis of Schultz’s new concept. In 1987, with the support of local investors, he acquired Starbucks. Currently, the company sells coffee, tea and treats not only in its own chain 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 shops. However, the idea of selling ready-made coffee in cups did not find support among the company's founders. 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 (interestingly, Schultz was advised to make such a move by Microsoft founder Bill Gates, who was one of the first investors in Starbucks). Just like the McDonald brothers once did, three Seattle coffee lovers went out of their own business for a handsome reward. And businessman Schultz received freedom of action.

That same year, the first Starbucks opened outside of Seattle. Coffee shops were opened in Vancouver, British Columbia and Chicago. In just 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 was opened outside the United States - in Tokyo. At the same time, about 30% of all the company’s coffee shops are currently its property. The rest are distributed through franchising.

Howard Schultz's contribution

Howard Schultz grew up in a poor family. True, his childhood cannot be called completely poor. No, his parents worked hard, but could never afford excesses. Schultz's dream at the beginning of Starbucks was to have a coffee shop in every state. So that there is a Starbucks on every corner. In addition, Howard Schultz wanted his chain of coffee shops to not only sell coffee, but also have a magical atmosphere. The businessman wanted Starbucks to become a third place for people. A place between home and work. And, I must say, he realized his dream.

Most people who have worked with Howard Schultz note his ability to quickly respond to current circumstances. Schultz always follows the latest trends and knows in advance what the buyer will want in the near future.

One of Howard's major contributions to Starbucks' success is that he brought standardization to the company. Every coffee shop has the same range of basic products. No matter what country you are in, you can drink your favorite coffee. Of course, Starbucks also offers some special products created for certain nationalities. However, like the same McDonald’s.

Espresso, hot chocolate, Frappuccinos, various syrups, seasonal coffees, teas and much more are all part of Starbucks' selection. You can order a cake or sandwich with your coffee. However, unlike most other cafes, Starbucks places the emphasis on coffee. People come here to drink this drink, and not to eat “cake and coffee.” In general, in America they drink coffee at Starbucks in different ways. Some people enjoy the amazing atmosphere of a coffee shop, while others buy a drink and drink it on the go, on the way to work, for example. Fortunately, plastic cups allow you to do this comfortably.

If we talk about the standardization that Schulz introduced in the company, then it stands out for one more thing - the atmosphere in the cafe. On the one hand, the basic 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 due to 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 company has been expanding at a crazy pace lately. Even The Simpsons made several jokes about how Starbucks was taking over America. However, now the situation has changed somewhat, and Howard Schultz even stated that Starbucks intends to close about 600 coffee shops in the United States this year.

The economic crisis is one of the reasons for Starbucks' problems. Still, in this chain of coffee shops, coffee is downright expensive. In addition, internal problems in the company contributed to the current situation. Not long ago, Howard Schultz announced that he was returning to Starbucks to solve the problems that plagued his company. Just like Michael Dell. Will he succeed? Most likely so. Starbucks is one of America's most beloved brands. And this is worth a lot.

Starbucks as a place of pilgrimage

Absolutely different people drink coffee at Starbucks. Starting from businessmen who drink coffee on the go, and ending with young couples enjoying themselves at a table (however, it should be noted that these tables are not the best). Freelancers are active at Starbucks, with bloggers writing new posts and podcasters editing audio files. The atmosphere of this coffee shop attracts people with laptops. Fortunately there is Wi-Fi.

There is always music playing in the cafe. It is interesting that there is a central server that plays the same music throughout the Starbucks network. This means that the song 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 iPod Touch player can, coming to Starbucks, instantly buy the song that is currently playing through the iTunes Store.

At the same time, Starbucks coffee shops have recently begun to sell many 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 it would no longer sell music in cafes. On average, each Starbucks location sold one CD per day. Naturally, this decision does not affect the agreement with Apple in any way.

What is it like to work at Starbucks?

It must be said that Starbucks is perhaps the only establishment of this kind where a young man is not ashamed to work. This is not McDonald's. Being a barista is somewhat prestigious. Although this is quite difficult work that takes a lot of effort. But, according to the company, it's worth a try to experience the amazing Starbucks atmosphere.

At the end of 2007, 15,700 Starbucks coffee shops were opened in 43 countries around the world, of which approximately 7,500 belong to Starbucks Corporation, and the rest are open under franchising or license. The company is also developing a network of music stores called Hear Music.

Starbucks sells organic coffee, espresso drinks, a variety of other hot and cold beverages, snack foods, coffee beans, and accessories for preparing and serving coffee. The company also distributes books, music compilations and videos through its Starbucks Entertainment division and Hear Music brand. Most of these products are seasonal or designed to sell in a specific area. Starbucks branded ice cream and coffee are also sold in food supermarkets.

The total number of network personnel is 140 thousand people. According to Hoovers, in 2006 the company's revenue was $7.8 billion (in 2005 - $637 billion), net profit - $564 million ($494,500,000).

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 has no relation to the American corporation. Later, the Chamber of Patent Disputes deprived Starbucks LLC of the rights to the brand following a complaint from the American chain.

In September 2007, the first coffee shop of the chain opened in Russia - in the Mega - Khimki shopping center. After that, a number of coffee shops were opened in Moscow: on Old Arbat, in the Naberezhnaya Tower office complex and at Sheremetyevo-2 airport, and recently opened on the metro station. Tulskaya in the new shopping center.

Interesting Facts

One of the main requirements when choosing premises for Starbucks coffee shops: the entrance door should face east or south and never north. According to Scott Bedbury, one of the creators of the Starbucks brand, this is because customers should enjoy daylight, but the sun should not be shining in their faces.

Starbucks history - first steps

Three friends who shared a love of coffee - writer Gordon Bowker, history and English teachers Zev Zigal and Jerry Baldwin - came up with the idea of creating a common business. 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 store appeared in Seattle, selling high-quality coffee beans from their own roasting and equipment for its preparation. This is how the first and for a long time only coffee shop in the city opened. The owners happily talked about coffee to their few customers, instilling a love for this drink.

For almost the entire first year of operation, the founders of Starbucks collaborated with Alfred Peet, the owner of Peet’s Coffee: they bought coffee beans from him, learned how to roast them and select them correctly. But then Gordon, Zev and Jerry decided to work directly with coffee suppliers, and at the same time they installed their own roaster, they opened a second store 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 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 named Starbuck.

The company's first logo - a two-tailed mermaid, copied from an old engraving of the 16th century and surrounded by the name of the store, meant that coffee was brought to Starbucks from afar. True, the siren’s bare chest and bare navel were perceived ambiguously. On the one hand, she was supposed to be seductive, like the drink itself, but on the other hand, not everyone had such an appearance that evoked pleasant feelings. True, the logo changed several times, and along with it the mermaid () was transformed.

Starbucks - first victories

Starbucks' success 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 emerging difficulties, eventually became its owner. Under the leadership of this talented businessman, the Starbucks coffee chain conquered the whole world.

After a trip to Milan, where Schultz saw wonderful Italian coffee shops, he was so inspired that he wanted to replicate the Italian experience in America. But the idea of selling not only beans, but also ready-made coffee in a store in Seattle, did not find support among 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 coffee shop II Gionale, which he created, bought Starbucks from the founders two years later. This is how the first coffee shops of the famous company appeared outside of Seattle, in Chicago, Vancouver, British Columbia. After 7 years, there were already 165 coffee shops in America, and after another 3 years (in 1996), the first coffee shop opened outside the United States - in Japan. Then coffee shops appeared in Taiwan, the Philippines, Singapore, Hawaii, Thailand, China, South Korea, Malaysia, Kuwait, Libya... It is interesting that there are countries in which Starbucks has not taken root, among them Austria. But in Japan, Great Britain, and Canada, the company was a huge success.

All the work of Schultz's team was aimed at creating a cozy atmosphere in Starbucks locations. 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, the first priority is not to fill the stomachs of his visitors, but their souls, as he himself says. He realized his dream - to create a charming atmosphere in all Starbucks establishments, and at the same time make it special, unique in each coffee shop.

The Starbucks story - the first difficulties

In the history of Starbucks there have been both ups and downs. The company has repeatedly experienced difficult times.

All types of coffee were supplied in two-kilogram bags. Expensive and rare varieties quickly ran out of stock after opening the bags, as they were rarely sold. Then the idea came to create our own technology, which would allow us to obtain powdered coffee of excellent quality. When 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 embrace healthy eating: every calorie was counted, and coffee with whole milk, due to its high fat content, was classified as a product that was very harmful to health. For a long time, Starbucks hesitated to make coffee with skim milk: they were afraid that such an innovation would not preserve the real taste of the drink. But when the company began to lose customers, it had to diversify its product range.

The next decade brought new challenges. A serious problem was the new, overly large and cumbersome coffee machines, which blocked the staff from the guests. To lower the coffee machines, the counters had to be rebuilt.

The economic crisis, when hundreds of coffee shops had to be closed, the sale of additional products 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 they managed to create and maintain 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, which is why it is called the “Starbucks Museum.”

Music

All cities play the same music at the same time: if you are enjoying a cup of your favorite drink in Milan, then visitors in New York, Seattle and other cities around the world are hearing the same melody at that very moment.

Store locations

It is important for the company that people who come to their establishments to drink coffee can enjoy daylight without the sun shining in their eyes. You won't find a single Starbucks where the front door faces north. The entrance is always oriented either south or east.

2. Marketing strategies

To promote a brand, marketers constantly come up with simple but very interesting tricks. One of them is a corrugated cardboard ring that is placed on top of a paper cup so that it does not burn your hands. And for a small additional fee, each customer can receive a reusable polyurethane ring with the Starbucks logo. This is not only a great competitive move, but also cares about people and the environment.

Another “trick” is the famous Starbucks thermal mugs, which have been sold in the famous chain of coffee shops for several years now, as well as souvenir mugs and glasses, which can always be bought in the chain of establishments.

3. Enduring principles

The secrets of the company's success are caring for its employees (Starbucks is one of the hundred best employers on the planet), loyalty to traditions, friendliness of the staff and open communication with visitors (intractable people, no matter how professional they are, are not hired at Starbucks), uncompromising quality and thoughtful marketing moves. Fair trade, environmental protection, a friendly and respectful work environment, and friendly service are the company's core principles that help it attract and retain coffee connoisseurs as loyal customers. The company has recently donated part of its profits to the fight against AIDS in Africa.

4. Rich menu

Today, Starbucks coffee shops 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. The flexibility in the menu is also impressive. There can be thousands of coffee combinations at Starbucks, and each visitor has the opportunity to create their own drinks based on personal tastes and preferences.

5. Undying ambition

Today, Starbucks is the world's largest chain of coffee shops: open in more than 50 countries, there are about 18 thousand establishments around the world. The company employs more than 135 thousand people.

For Americans, Starbucks is something very familiar, like a second home, and for America itself it is one of its main symbols. Today expansion is proceeding at a crazy pace. Local chains of coffee shops are being created in different parts of the world, and new varieties of coffee are constantly appearing. The latest innovation is a light roast coffee with a milder taste compared to a drink made from well-roasted beans.

Since 2011, Starbucks branded coffee has been available for retail sale. The company’s signature iced tea, produced under the Tazo brand, also appeared on store shelves. Cooperation 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, allowed us to reach a new stage of development. The company's management has no time to rest: ambitions do not allow it.

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 is conducive to relaxation and pleasant communication, and something elusive, but very captivating - probably many years of experience in which the creators’ love for the noble drink lives .

Starbucks is an American coffee company and coffee shop chain of the same name. The management company is Starbucks Corporation. Starbucks is the largest coffee company in the world, with a chain of coffee shops of more than 22.5 thousand in 66 countries (as of June 2015). Starbucks sells espresso and espresso-based drinks, other hot and cold drinks, coffee beans, teas, hot and cold sandwiches, cakes, snacks and items such as coffee makers, mugs and glasses. The company's headquarters are in Seattle, Washington, USA.

It is believed that for Americans, the brainchild of Howard Schultz is a “third place”, between home and work. Over the past few decades, Starbucks has become one of the symbols of America, not inferior in its fame to McDonald's. In addition, the company began overseas expansion. With varied success. In some places, the Starbucks chain has become popular, as in the USA, but in others it has not taken root at all (for example, only a few of the company’s coffee shops are open in Austria, and there are no plans to expand). The history of Starbucks began back in 1971 in Seattle...

In 1971, English teacher Jerry Baldwin, history teacher Zev Siegl and writer Gordon Bowker, who had known each other since their student days at the University of San Francisco, pooled $1,350, borrowed another $5,000, and on September 30, 1971, opened a coffee bean store in Seattle. , Washington state. The trio were inspired to sell high-quality coffee beans and equipment after coffee entrepreneur Alfred Peet taught them his method of roasting beans.

Captain Ahab's mate in Moby Dick was named Starbuck, hence the name Starbucks. The logo was a stylized image of a siren, half-woman, half-fish, capable of luring sailors with her charming appearance and beautiful voice.

However, according to Bowker's recollections, the name of the company was chosen incorrectly. One of the co-founders suggested the name “cargo house” until Heckler noticed that a name starting with the combination “st” sounded stronger. Bowker wrote a list of words starting with "st" and one of the founders somehow found the name of the old mining town of Starbo on an old mining map.

The first Starbucks was located at 2000 Western Avenue from 1971 to 1976. The cafe then moved to 1912 Pike Place Market and never returned to its original location. At this time, the company was only engaged in the sale of whole roasted coffee beans, and did not brew coffee for sale, only as advertising samples for testing. In the first year of operation, the company bought green coffee beans from Peet's, then switched to direct purchases from farmers.

In 1984, the original owners of Starbucks, led by Jerry Baldwin, purchased Peet's. In the 1980s, overall coffee sales in the United States began to decline, but specialty sales increased, accounting for 10% of the market in 1989, up from 3% in 1983. By 1986, the company had six stores in Seattle and had just begun selling espresso coffee.

In 1987, the original owners sold their company to Howard Schultz, owner of the Il Giornale coffee chain (formerly a Starbucks employee). He rebranded his Il Giornale coffee outlets as Starbucks, renamed the company "Starbucks Corporation" and began to rapidly expand his network. That same year, the company opened its first locations outside of Seattle: at Waterfront Station (Vancouver, Canada) and in Chicago (USA). By 1989 in the northwest and midwest. The company roasted over 2 million pounds of coffee annually.

In 1988, the company began selling by mail and released its first product catalog, thanks to which it began supplying 33 stores in different states of the United States.

In 1992, at the time of its initial public offering, Starbucks had 165 retail locations.

By the time of its first public sale on the stock market in June 1992, Starbucks owned 140 locations and had annual revenue of $73.5 million. dollars compared to 1.3 million in 1987. The company's market value was estimated at $271 million. 12% of the shares sold gave the company a profit of 25 million, which allowed it to double the number of stores in the next two years. By September 1992, Starbucks' stock price had risen 70%, and its stock earnings had increased nearly 100-fold over the previous year.

The first Starbucks location outside of North America opened in 1996 in Tokyo, Japan. In 1998, Starbucks entered the UK market with an $83 million investment and acquired the Seattle Coffee Company, a UK-based company with 56 locations. In September 2002, Starbucks opened its first store in Latin America (Mexico City). Currently, there are already 250 points in Mexico, and about a hundred in Mexico City itself.

In the 1990s, Starbucks opened a new store every business day, maintaining this pace until the early 2000s.

In 1999, Starbucks experimentally opened several cafes (the so-called Circadia chain) in San Francisco. These locations were soon deactivated as Starbucks locations and converted to Starbucks cafes.

Starbucks entered the tea business in 1999 by acquiring for $8.1 million. USA brand Tazo.

In 1999, Starbucks launched the "Grounds for your Garden" program to make its business environmentally friendly. Used coffee grounds are available for composting. Although not all stores and areas participate in this, customers can contact local stores and thereby begin this practice.

In October 2002, Starbucks established a coffee distribution company in Lausanne, Switzerland, to manage green coffee purchases. The rest of the coffee business was still run out of Seattle.

In April 2003, Starbucks acquired Seattle's Best Coffee and Torrefazione Italia from AFC Enterprises for $72 million. The deal gave Starbucks 150 new locations, but the overall business was much more significant, according to the Seattle Post-Intelligencer. In September 2006, rival Diedrich Coffee announced that it would sell most of its stores to Starbucks. The list included outlets that were part of the Coffee People chain and were located in Oregon. Starbucks accepted the Diedrich Coffee and Coffee People locations under its brand, but the deal did not include the Coffee People locations located at the Portland airport.

In 2003, Starbucks acquired the bottled water company Ethos and began distributing the water at its locations across North America. Ethos bottles are labeled “helping children get clean water,” as every 5 cents of the $1.80 bottle price (10 cents in Canada) goes towards developing clean water projects in underdeveloped areas.

In 2004, the Starbucks trademark in Russia was registered by Starbucks LLC, which has no relation to the American corporation. Later, the Chamber of Patent Disputes deprived Starbucks LLC of the rights to the brand following a complaint from the American chain.

In 2004, Starbucks began cutting down the size of paper napkins and store-bought trash bags. The company released information that it produces solid waste in the amount of 816.5 tons.

In 2008, Starbucks was ranked 15th on the U.S. Environmental Protection Agency's list of Top 25 Clean Energy Partners for its renewable energy acquisitions.

In 2008, the company launched the Skinny drink line, offering low-calorie and sugar-free versions of the drinks using skim milk. Sweeteners include a choice of natural products (such as brown sugar, agave syrup or honey), artificial sweeteners (Sweet'N Low, Splenda, Equal brands) or one of the company's sugar-free syrup flavors. Since 2007, the company has stopped using milk from cows that are given somatotropin.

In July 2008, Starbucks announced it would close 61 of its 84 stores in Australia the following month. Nick Wales, a strategic management expert at the University of Sydney, commented: “Starbucks has failed to embrace Australian coffee culture.” In May 2014, Starbucks announced continued losses in the Australian market, which led to the sale of its remaining stores to Withers Group.

In October 2008, the British newspaper The Sun reported that Starbucks wastes 23.4 million liters of water per day rinsing dishes in each store (water is constantly flowing), but this is often required by health regulations.

In 2008, the company continued its expansion, opening locations in Argentina, Belgium, Brazil, Bulgaria, the Czech Republic and Portugal.

In March 2009, the company launched a new line of instant coffee bags called VIA "Ready Brew". The line was first introduced in New York, with subsequent testing of the product also in Seattle, Chicago and London. The first two flavors including Italian Roast and Colombia were launched in October 2009 in the US and Canada. In the company's stores, it was offered to recognize the version of coffee by taste, and most of those who tried it could not distinguish instant coffee from freshly brewed coffee. Critics argued that the company had devalued its own brand by introducing instant coffee.

In June 2009, the company announced a major menu overhaul. Salads and baked goods will be sold without high-fructose corn syrup or artificial ingredients. With this, the company expected to attract health- or price-conscious buyers. Making a profit was not planned.

Expansion into European and Scandinavian countries continued in 2009. In April, points appeared in Poland, in August in Utrecht (Netherlands), and in October in Sweden at Stockholm-Arlanda airport.

In June 2009, in response to concerns about excessive water consumption, Starbucks redesigned its rinse equipment. In September 2009, company-operated stores in Canada and the United States successfully introduced new water conservation systems that meet health standards. Milk of different varieties is poured with a special spoon that remains in the jug, rinsing containers have been replaced with push-button dispensing taps. This will reportedly save 570 liters of water daily in each store.

In 2010, Starbucks began selling beer and wine in some of its stores in the United States. As of April 2010, these drinks are available in several locations, and others have applied for licenses.

In 2010, the growth of presence in new markets also continued. In May 2010, Southern Sun Hotels in South Africa announced that they had signed an agreement with Starbucks that would allow them to brew Starbucks coffee in select Southern Sun and Tsonga Sun hotels in South Africa. One of the reasons for reaching an agreement was the upcoming opening of the World Cup in South Africa. In June 2010, Starbucks opened its first store in Budapest. In November, the company opened its first store in Central America, in El Salvador, the capital of San Salvador.

In December 2010, Starbucks discussed opening its first location on a ship in partnership with Royal Caribbean International. Starbucks has opened a store on board Allure of the Seas, Royal Caribbean International's second-largest ship and the world's second-largest ship.

In 2011, Starbucks introduced a maximum cup size (Trenta) with a capacity of 31 ounces. In September 2012, Starbucks announced the Verismo, a consumer-grade machine that dispenses packaged plastic cups of coffee and milk for lattes.

In February 2011, Starbucks began selling coffee in Norway by supporting Norwegian grocery stores that roast coffee. The first store in Norway under the Starbucks brand opened on February 8, 2012 at Gardermoen Airport in Oslo. In October 2011, Starbucks opened another location in Beijing in the International Departures Hall of Capital Airport Terminal 3, becoming the company's 500th location in China and the 7th at the airport.

On November 10, 2011, Starbucks announced it had acquired juice company Evolution Fresh for $30 million in cash and planned to open a chain of juice bars in mid-2012, encroaching on Jamba Inc.'s territory. The company's first store was opened in San Bernardino, California. At the beginning of 2013, it was planned to open a store in San Francisco.

In October 2012, Starbucks announced a plan to open a thousand stores in the United States in the next five years. That same month, the largest facility in the United States opened in the Ferguson Center of the University of Alabama.

At the end of 2012, Starbucks for $620 million. The United States acquired the Teavana tea company. As of November 2012, company management had no plans to market Starbucks products through Teavana, although acquiring the company would allow it to be sold outside of its stores.

In 2012, Starbucks began selling a line of Starbucks Refresher iced beverages in its stores containing extract from green Arabica coffee beans. The drinks contain fruit flavors and caffeine and are known for their strong taste without "any coffee flavor." Starbucks' green coffee extraction process involves soaking the beans in water. On June 25, 2013, Starbucks began marking calorie counts on its beverage and baked goods menus in all U.S. stores.

In addition, in 2012, Starbucks released the Starbucks Verismo line of coffee makers that brew espresso and regular coffee from coffee capsules, a type of pre-divided disposable container of ground coffee and flavors using the K-Fee additive system. In a brief review of sample No. 580, Consumer Reports magazine described the results of a comparison test Verismo 580 with two competing brands: “Because you have to rinse your cup every time, the Verismo wasn't among the most comfortable single-serve machines in our coffee-making test. Other machines we've tested have shown greater flexibility in adjusting the cooking intensity. The Verismo machine has a button for coffee, espresso and latte but does not have a strength setting for each type. Since Starbucks limited its coffee selection to its own brand, there are only eight varieties plus milk for lattes."

In October 2012, Starbucks came under fire after a Reuters investigation found that over 14 years of operation in the UK, the company paid only £8.6 million in corporate taxes, despite making £3 billion in sales profits. This amount included profits from £1.3 billion in the three years to 2012, on which taxes were also not paid. It was alleged that the company was able to do this by charging high licensing fees in the UK market, which allowed them to report a loss of £33 million in 2011. The UK branch pays patent fees to the US branch, purchases coffee beans from the Dutch branch (where corporate taxes are lower than in the UK) and uses the Swiss branch for "other services". A YouGov review suggested that disputes over the amount of tax paid in the UK in the weeks following the allegations were causing significant damage to Starbucks' brand image.

In November 2012, Starbucks' chief financial officer appeared before the British Public Accounts Committee and admitted that the Dutch government had approved a special tax rate for Starbucks' European offices where the company's UK business paid money. Dutch laws (unlike the laws of other European Union countries) allow companies to transfer royalties collected in other countries to offshore zones without paying taxes. The CFO denied that they chose Holland to locate their European head office for the purpose of tax evasion, he explained that the reason for the choice was that the coffee bean roasting plant is located in Holland. Until 2009, the tax share was 6% of sales in Britain, but after questions from the British tax authorities, the share was reduced to 4.7%. The chief financial officer explained to the committee that this figure reflected the costs of building new stores and developing new products, but admitted that a detailed analysis of what the tax share should be was not carried out. Coffee sold in Britain was purchased from the Swiss subsidiary at a 20% premium to the wholesale price, and corporation tax of 12% was paid on profits. Now coffee is not imported from Switzerland, but 30 people who worked in the branch evaluate the quality of the coffee. Citing Starbucks' frequent reports of losses in the UK as an example, the finance director explained to the committee that the company was "not entirely happy" with its financial performance in the UK. Committee members responded that the claim that the business was losing money "sounds simply implausible," pointing out that the head of the business had been promoted to a new, higher-ranking post in the U.S. and that the company had consistently told shareholders it was profitable.

In August 2013, Starbucks CEO Howard Schultz personally announced the opening of Starbucks stores in Colombia. According to his statement, the first cafe opened in 2014 in Bogota, and in the next five years, 50 more across the country. Schultz also stated that Starbucks would work alongside the Colombian government and USAID to continue to "empower local coffee producers and spread the meaning, heritage and tradition of their coffee around the world." Company executives noted that the aggressive expansion into the Colombian market was a common move with Starbucks' Latin American partners: Alsea and Colombian food conglomerate Grupo Nutresa, which previously worked with Starbucks to supply coffee through Colcafe. The announcement follows the opening of a Starbucks farmer support center in Manizales, Colombia the previous year, strengthening the company's position in Colombia.

In 2014, Starbucks began producing its own line of handcrafted sodas called Fizzio.

As of February 2014, Starbucks was present in 65 countries and territories.

In August 2014, Starbucks opened 4 stores in Hanoi, Vietnam.

At the beginning of 2015, Starbuck opened its first location on the Channel Islands in St. Peter Port on the island of Guernsey.

In 2015, Starbucks opened its first location in Baku. By the beginning of 2016, there were already 2 Starbucks locations in Baku.

In the winter of 2015-2016, Starbucks opened its first location in Almaty.

In September 2016, Starbucks opened in the capital of Kazakhstan, Astana.

Starbucks in Russia

In September 2007, the first coffee shop of the chain opened in Russia - in the Mega-Khimki shopping center. After this, a number of coffee shops were opened in Moscow: on Old Arbat, in the Naberezhnaya Tower office complex, at Sheremetyevo-2 airport, etc. On December 7, 2012, the first coffee shop opened in St. Petersburg in the Piterland shopping center on Primorsky Avenue.

By 2015, there are 100 Starbucks coffee shops in Russia, of which 71 are located in Moscow, 11 in St. Petersburg, three coffee shops each in Yekaterinburg and Rostov-on-Don, two each in Yaroslavl, Krasnodar, Tyumen, one each in Sochi and Samara.

Logo update in 2011