Starbucks is the leading retailer and roaster for brand specialty coffee in the world. Starbucks corporation is an international coffee and coffeehouse chain based in Seattle Washington. Starbucks is the largest coffeehouse company in the world, with over
16,000 stores in 94 countries such as: Asia, Europe, and the Middle East (Sewer, 2004). Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold beverages, snacks, pastries and items such as mugs and coffee beans. The first Starbucks was opened in Seattle, Washington, in 1971 by three friends: Jerry Baldwin, Zev Siegel and Gordon Bowker (Sewer, 2004). Howard Schultz, an entrepreneur joined the company in 1983 and later becoming the president and CEO of Starbucks. In 1987, the original owners sold the Starbucks chain to Schultz II Giornale.
From Starbucks founding in Seattle, the company has expanded rapidly. In the 1990s, Starbucks was opening a new store everyday, a pace that continued into the 2000s (Sewer, 2004). In 1995, new stores generated an average of $700,000 in revenue in their first year ( Thompson & Gamble, 1999). This was due to the growing reputation of the Starbucks brand. In more and more instances , Starbucks reputation reached new markets even before stores opened. Starbucks CEO, Howard Schultz, talked about making sure that rapid growth doesn’t dilute the company’s culture because he wants Starbucks to be a household name and a place where customers can come and enjoy a fresh cup of brew (Sewer, 2004).
The popularity of Starbucks doesn’t just start with fresh brewed and tasty coffee, it starts with the professionalism of Starbucks employees and the extensive training they go through before they become certified. Within the first two to four weeks of training, Starbucks employees receive at least twenty-four hours of training (Thompson & Gamble, 1999). Training include classes on coffee
References: James, Andrea, “ Starbucks plans to close 600 stores across U.S.” The Seattle Post. July1, 2008, Retrieved from: http://seattleepi.nwsource.com/business/369152_starbucks02.html Selter, Brian, “Pressed by the economy, Starbucks lowers its forecast.” The New York Post. Retrieved from: http://www.nytimes.com/2008/04/24business/24sbux.html Sewer, Andy, “Hot Starbucks to Go” Fortune Magazine: January 26, 2004. Thompson, Arthur & Gamble, John, (1999) Starbuck Corporation. Retrieved from: http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html