The Introduction of Starbucks

Topics: Coffee, Starbucks, Espresso Pages: 2 (593 words) Published: November 4, 2012
Background of Starbucks

In 1970s, Starbucks opens first store in Seattle’s Pike Place Market. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle.

In 1980s, Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to fine restaurants and espresso bars. At the next year, he travels to Italy, where he’s impressed with popularity of espresso bars in Milan. He sees the potential to develop a similar coffeehouse culture in Seattle. He convinces the Starbucks’ founders to test the coffeehouse concept in downtown Seattle by serving the first Caffè Latte. Howard found Il Giornale, which offering brewed coffee and espresso beverages. Its name changed to Starbucks Corporation and opened in Canada.

In 1990s, Starbucks expands headquarters in Seattle. It became the first privately owned U.S. company to offer a stock option program that includes part-time employees. It opened the first licensed airport store at Seattle’s Sea-Tac International Airport and completed initial public offering (IPO) at the next year. It opened roasting plant in Kent, Wash. In 1994, Starbucks opens the first drive-thru location and introduces Starbucks® super-premium ice cream in 1995.  They begin establish the Starbucks Foundation. In 1998, they extend the Starbucks brand into grocery channels across the U.S. and launch  

In 2000s, to our excellent coffees and espresso drinks, people now enjoy for Tazo® tea and Frappuccino® blended beverages. Howard transitions to chairman and chief global strategist, Orin Smith promoted to president and chief executive officer.  They established licensing agreement with TransFair USA to sell Fairtrade certified coffee. In 2003, they acquire Seattle Coffee Company and open the first Farmer...
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