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.

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.

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 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

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 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

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.

The company assumes that the changes will help them conquer new markets. Starbucks aims to move its logo into the category of the most recognizable logos, like Apple and Nike, when customers no longer require inscriptions, experts told Agence France-Presse.

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%).

The largest chain of coffee shops, Starbucks, is rightfully considered one of the symbols of America. Today, one in five cups of coffee is drunk at Starbucks in the United States, but Howard Schultz, the owner and mastermind of the company, had to work hard to instill in Americans a love for this exquisite drink.

The story of three coffee lovers

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 retail 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, 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 store opened during a difficult period: at the end of the 60s, Americans were completely disillusioned with instant coffee, and most of them simply did not know that there was any other coffee besides instant. Therefore, there really weren’t many buyers.

Romantic Howard Schultz

Howard Schultz became one of Starbucks' true believers. Having tried Starbucks coffee, he immediately fell in love with it, because this coffee had nothing in common 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."

After leaving his post as CEO of the New York division of the tableware company Perstorp AB, Howard Schultz came to work at Starbucks.

He directed all his efforts to the development of the new company, but business was not going as well as he wanted. In total, Starbucks had only a few thousand regular customers.

1984 was a turning point in the history of the company. Once in Italy, Schultz discovered a completely new culture of coffee consumption. Unlike Americans, Italians drank coffee not at home, but in cozy coffee shops.

The idea of ​​drinking coffee outside the home literally inspired Schultz.

He suggested that the owners of Starbucks open a coffee shop, but the proposal did not find support. The management was of the opinion that real coffee should be prepared at home.

But nothing could stop Schulz, and in 1985 he founded his own coffee shop, II Gionale. Things went so well that after 2 years he bought Starbucks from its founders for $4 million.

Bar counters appeared in all the company's stores, where professional baristas (coffee preparation specialists) 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 roast coffee - lighter and more familiar to the average American. And this brought success to his business: America fell in love with this coffee.

Starbucks coffee shops received more and more visitors, and coffee sales in stores remained at the same level. This is how the company’s main business turned into a side business.

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 started advertising "Espresso" to lure customers.

Following its stated benefits, Starbucks is completely changing the format of coffee shops, turning them into the best place to socialize.

The area of ​​the 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 customers, Americans began making appointments at Starbucks.

Howard Schultz wanted his chain of coffee shops to not just sell coffee, but to have a special atmosphere, becoming a third place between work and home.

In America, Starbucks has become the embodiment of democratic coffee shops for a new generation of visitors - educated and with good taste.

Howard Schultz emphasized that his business is not to fill stomachs, but to fill souls. This is the secret to Starbucks' success.

Uncompromising quality

Starbucks' popularity continued to grow, but the company found it increasingly difficult to combine a wide variety of products with high quality products.

The fact is that the grains were delivered to Starbucks in special packaging - two-kilogram bags. As long as the bag was closed, the coffee retained its original freshness, but the opened bag had to be used within 7 days. This was unacceptable for rare and expensive coffees.

Starbucks found a way out here too. The company created its own technology for producing powdered coffee and, as a result, developed instant coffee that is as close as possible to natural coffee. The quality of the coffee was not affected, and the cost issue was successfully resolved.

In the 90s, America was already overwhelmed by a real coffee mania and obsession with Starbucks. The company grew at a frantic pace - up to 5 new coffee shops opened every day. By the end of the 1990s, Starbucks had more than 2,000 locations and was gaining recognition in Japan and Europe.

At the same time, the idea of ​​healthy eating is gaining momentum in California, the richest and most populous state in the United States. Californians began to count every calorie and decided that drinks made with full-fat whole milk were unhealthy.

At first, Starbucks resisted the fashion trend, fearing that skim milk would not allow the coffee to retain the same taste.

Diet coffee wasn't introduced until the company started losing 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.

Starbucks' business was running like clockwork, and in 2000, Howard Schultz decided to step away from direct management of the company to pursue new business projects.

By 2005, Starbucks had grown into a global chain with more than 8,300 coffee shops. By the end of 2007, 15,700 Starbucks coffee shops had already been opened in 43 countries. The company's revenues for 2007 amounted to $9.4 billion.

Starbucks' fame has reached such a level that The Economist magazine introduced a "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 at Starbucks.

Return of the Leader

In 2007, the situation at Starbucks began to seriously concern Howard Schultz: coffee shop patrons complained of a “loss of the spirit of romance.” Schultz knew perfectly well what was going on, and repeatedly drew the attention of the company’s top managers to the fact that:

• new machines for brewing coffee were higher than the previous ones, and this did not allow customers to monitor the process of preparing the drink;
• The new packaging preserved the beans well, but deprived the coffee shops of the subtle aroma that was so attractive to coffee connoisseurs.

In early 2008, Howard Schultz returned to leadership to restore the company's image. The economic crisis also made additional adjustments: optimizing costs, the company closed 600 coffee shops in 2008 and another 300 in 2009.

Now all the company’s efforts are aimed at overcoming the consequences of the crisis and improving service. Starbucks is actively helped in this by its customers by publishing their reviews and suggestions on the website.

The company logo was an image of a siren with a bare chest and navel. The image of the siren symbolizes that Starbucks coffee comes from the far corners of the world. The original Starbucks logo (pictured below) can still be seen on the first store in Seattle.

Schultz was advised by Bill Gates, the founder of Microsoft and one of the company's first investors, to unite coffee shops and stores under one Starbucks name.

Starbucks locations always meet the following requirement: the front door faces east or south, never north. Visitors should enjoy daylight without being disturbed by it.

The music played in Starbucks coffee shops spans its entire network: the composition that you hear in New York is playing at the same minute in Seattle. Moreover, each coffee shop has a unique interior design and atmosphere.

A year ago, Starbucks joined the AIDS Foundation's (PRODUCT) RED™ program, donating a percentage of its profits to research and treatment of the virus in Africa.

Over the course of the year, the company collected donations that 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 this nor that.”

“If we consider a butterfly, based on the laws of aerodynamics, it should not be able to fly. But the butterfly doesn’t know this, that’s why it flies.”

“Dreaming is one thing, but when the moment comes, you have to be willing to leave your normal life behind and start searching for your own sound.”

“If you say you never had a chance, maybe you just didn't take it.”

Julia Vern 7 695 1

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

According to the stories of 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 for the enterprising trio, until they opened a second store and purchased their own roasting machine, after which Starbucks began purchasing green coffee beans directly from farmers. A few years later, already owning five stores and their own factory, the trio decided to buy Peet's. Around the same time, the company had its own trading division, which was engaged in direct supplies of coffee beans to bars and restaurants.

In 1987, the owners sold the company to its current president, Howard Schultz, and went into management of Peet's Coffee & Tea. It was Schultz who made Starbucks what its many fans know and love today. The story begins in 1982, when Howard Schultz joined Starbucks as director of retail sales and marketing. At that time, the company dealt only with coffee beans, but Schultz, inspired by the philosophy of Italian espresso bars, wanted to open a chain of coffee shops, but did not find support from management (despite several successful pilot projects). So Howard left the company and founded his own chain of coffee shops called Il Giornale. After purchasing the enterprise of his former employers, he merged the businesses, rebranded, and this is how 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 shops, Schultz is also developing the sales of bean coffee - in 1988, he publishes the company's first catalog and begins mail-order sales, which allows him to become a supplier of 33 stores scattered throughout the United States.

Four years later, in 1992, the company conducts its first public offering of shares on the stock exchange. By that time, the chain already had 165 operating outlets, and annual profits were $73.5 million, up from $1.3 million in 1987. In just five years, Howard Schultz managed to increase business profitability by more than 56 times.

The company's further growth rates can rightfully be called avalanche-like - in the 90s, a new retail outlet was opened almost every day. In 1996, the first Starbucks opened outside North America - in the Japanese city of Tokyo. Two years later, in 1998, the UK market was also developed through the purchase of the 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 develop the Russian market, but this only happened 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 company's first establishment was opened in September 2007 in Mega-Khimki, a Moscow shopping center. There are now 99 coffee shops operating in Russia, most of which are located in Moscow.

Expansion of the range and business areas

In the early days of Starbucks, the company offered customers several varieties of espresso and lattes (the recipe for which Howard Schultz brought from Milan shortly after starting his job as director of retail and marketing) and freshly roasted coffee beans of various varieties. And, of course, the cozy atmosphere of a coffee shop, where you can meet with friends or business partners to discuss current issues over a cup of coffee. But as the corporation grew, so did the range of services and products offered. Today, visitors to the Starbucks chain 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 you in the morning and gives you strength. Starbucks signature espresso has a characteristic caramel aroma.
• Americano is the name given to the European tradition of drinking espresso in combination with hot water that has taken root in America.
• Latte is the recipe that once inspired Howard Schultz to create the company as we see it today. Traditionally it consists of steamed milk and a layer of espresso with foam on top, often containing some kind of syrup according to the individual preferences of the visitors.
• Cappuccino probably needs no introduction. Traditional espresso with a layer of steamed milk on top.
• Mocha - Made with milk, espresso, whipped cream and Starbucks mocha chocolate, it's a great drink for cold, cloudy weather.
• Macchiato Caramel is a thick and sweet drink, a signature Starbucks recipe. Consists of espresso with frothed milk and vanilla syrup, topped with a caramel sauce pattern as a garnish.
• Freshly prepared coffee - every day in Starbucks coffee shops, fresh coffee from the company's signature blends of grain varieties and different countries is offered as the drink of the day (decaffeinated 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 added ice.
• Frappuccino Tazoberry - for those who do not want to consume caffeine. The signature recipe includes raspberry juice (other fruit and berry variations are possible), Tazo black tea and ice.
• Americano with ice is a traditional recipe for thick espresso with cold water.
• Macchiato Caramel with ice - ice is added to the signature Macchiato from Starbucks and the drink turns from warming to refreshing.
• Mocha with ice - instead of the traditional Mocha company chocolate, the cool drink uses cocoa sauce, otherwise the recipe is identical.
• Iced latte is a soft milk drink with a refreshing effect.
• Iced coffee is a separate way to consume freshly brewed coffee, which is poured into a glass with ice.

• Mint blend - a 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 tea perfectly energizes and is recommended to be consumed with breakfast.
• English Breakfast is 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 aroma.
• Darjeeling is a Himalayan high-mountain variety of black tea with hints of nutty aroma.
• Earl Gray is a famous Indian-Ceylon blend of black tea with the scent of Italian bergamot, popularized by the British.
• Tazo tea - black tea with cardamom, black pepper, star anise and cinnamon.
• Zen is a Chinese green tea of ​​several varieties, prepared in a hot frying pan and mixed with lemongrass and mint.

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

In addition to drinks, Starbucks coffee shops offer their visitors fresh baked goods, a cozy atmosphere and uninterrupted Internet access via Wi-Fi. Perhaps this is why the chain’s coffee shops are so popular among young people and representatives of startup movements, who, as you know, will not part with a MacBook and a glass of coffee - all conditions have been created for them.

Another line on the menu is the highest-class branded coffee ice cream, produced in collaboration with Dreyer.

But coffee, tea and baked goods are by no means the only areas of interest of the American corporation - in 2006, the company opened the Starbucks Entertainment division, which is engaged in publishing books, producing films and music, selling CDs in retail stores and other entertainment areas. An interesting fact - the company's coffee shops are famous for their background music and anyone can ask them to compile a disc with their favorite compositions (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 Europe you can often meet a person on the street with a characteristic logo on a thermal cup.

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