Topics: Starbucks, Coffee, Howard Schultz Pages: 1 (362 words) Published: September 22, 2014
Brief history:
The first Starbucks location opened in 1971. The name is inspired by Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Starting as a single shop specializing in high quality coffee and brewing products the company grew to be the largest roaster in Washington with multiple locations until the early 80’s. In 1981, current CEO Howard Schultz, recognized a great opportunity and began working with the founder jerry Baldwin. After a trip to Italy to find new products, Schultz realised an opportunity to bring the café community environment he found in Italy to united states and the Starbuck’s brand we know began to take form. Selling espresso by the cup was the first test. Schultz left Baldwin to start his own Italian coffee house Il Giornale which found outrageous success and in 1987 when Starbucks decided to sell the original 6 locations, Schultz raised the money with the help of investors and purchased the company and fused it with his Italian bistro locations. The company experienced rapid growth going public in 1992, and growing tenfold in 1997, with locations around the United States, japan and Singapore. Starbucks also began expanding its brand. According to George Garza in his article The history of Starbucks the following product lines were added: Offering Starbucks coffee on united airlines flights

Selling premium teas through Starbucks’ own Tazo tea Company Using the internet to offer people the option to purchase Starbucks coffee online Distributing whole bean and ground coffee to supermarkets

Producing premium coffee ice cream with Dreyer’s
Selling CD’s in Starbucks retail stores
Starbucks uses minimal advertising and has grown on word of mouth and brand recognition. According to Garza by 2004 Starbucks had reached 1344 locations.

Updated History and Current Status:
Today, according to Starbucks...
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