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Starbucks Success Story, Journey

Starbucks Success Story, History, Journey



Starbucks Corporation is an American multinational chain of coffeehouses having a headquarter in Seattle, Washington. Starbucks is considered the major representative of the United States and is also known as the second wave of coffee culture. Starbucks is also the world's largest coffee house chain. As of 2020, the company has almost 32,660 stores in 83 countries including 16,637 company-operated stores and 16,023 licensed stores. Out of its 32,660 stores, almost 18,354 were in the United States, Canada, and Latin America.

Menu of Starbucks:

The menu of Starbucks includes hot and cold drinks, whole-bean coffee, micro-ground instant coffee, espresso, caffe latte, full and loose-leaf teas, juices, Frappuccino beverages, pastries, and snacks. Some of the stores of Starbucks also offer free Wi-Fi but it depends on the country where the store is located.

Early history:

Alfred Peet belongs to a normal family and their father was a coffee trader so he also knows about coffee. He also knows the features of good coffee beans. In 1995 Alfred Peet migrated to America and start observing American coffee. From this observation, he notices that most Americans drink Robusta coffee, and later he compares Arabic coffee with Robusta coffee and he realizes that in all sense Robusta coffee is inferior form Arabic coffee.
He introduced America to high-quality Arabica coffee by opening a store named “ Peet’s coffee and tea”. At first, when he opened the shop some sophisticated Europeans and Americans were his customers. Later he started telling the difference between good quality and normal quality then people liked his dark rose coffee and find that unique. After this, he made a lot of loyal customers by doing this step.
Jerry Baldwin was an English teacher and Gordon Bowker was a writer and they were the customer of Alfred Peet. After seeing the concepts of Alfred Peet and the need for quality coffee in American cafés. They both decided to open a coffee shop that gives people quality coffee. They both discuss their idea with their friend Zev Siegl who was also a teacher.

Starbucks logo:

These three friends called their friend who is working in the advertising agency Terry Heckler. They start finding the name of their coffee shop. For this purpose, Gordon Bowker said that the name should be unique so he suggested the Pequod which was the name of the ship in the novel Moby dick by Herman Melville. But terry said that the word with p is not good. Terry thought that the name starting with the words “st” is more powerful so they made a list of words starting with “st” in order to select the brand name. Later they chose the name “Starbo” a mining town in the Cascade Range and from this name, they found the name Starbucks. The name of this inspiration comes from the novel Moby dick. Starbuck was the name of the chief mate in the book Moby dick. Later Gordon Bowker "Moby-Dick didn't have anything to do with Starbucks directly; it was only coincidental that the sound seemed to make sense."
They are inspired by submarines so terry sees a lot of submarine books after they decided to make the logo of “Starbuck” like the two-tailed mermaid. At first, the logo of Starbucks contains brown and white color later in 2011 they change its logo having green and white color.

First coffee shop:

After deciding on the name and logo they open their first coffee shop on March 31, 1971, at Pike Place Market, Seattle, Washington, United States. In their first coffee shop, they sell coffee like Alfred Peet. They sell whole bean dark roast coffee but they didn’t know the stage where their company will be in the future.
Later Starbucks start attracting people and they gain customers. Due to the increase in customers the founders of Starbucks who are doing this work as part-time jobs give their entire focus to this and start developing it. After a few years, Starbucks became famous, and in the next year, Starbucks have four more stores in settle.
Howard Schultz, an existing CEO of the company, worked as a Vice President and General Manager of Hammarplast U.S.A., a Swedish housewares company. Kevin Johnson is CEO as Chief Executive Officer of Starbucks. This company supplies a coffee maker to Starbucks then one day Howard Schultz that Starbucks order a huge amount of specific coffee makers. Later Howard decided to visit Starbucks.
Then he visited Starbucks and by talking with a manager he see how they sell whole bean coffee later he came to know they sell only coffee seeds but for samples, they make a coffee and give it to customers. On this visit, Howard drink a coffee and he think that this was the best coffee he had ever drunk.
Later he had dinner with the manager of Starbucks and after dinner, he decided that he will resign from his previous job and will join Starbucks' founding team. This type of decision was risky for Howard Schultz because in this case, he had to stop his high-paying job and work only in that restaurant but Howard Schultz fined Starbucks as the biggest opportunity so he was ready to do this.
Later Howard invited one founder of Starbucks jerry Baldwin to dinner. At this dinner, Howard talk to jerry Baldwin about joining Starbucks and jerry said to him that he will discuss this with other directors. After this dinner, Howard convinced jerry to talk to the director about him. Later they called Howard and here Howard share his plan with other directors of Starbucks. After this meeting, Howard thought that he will succeed in convincing them but that was not true. Later jerry tells him that he was not part of a team yet. At this time a movement he was disappointed but then he didn’t lose hope.
Later Howard again calls jerry and tries to tell him how much passion he was about Starbucks. Later jerry tells him the good news that he is now part of the Starbucks team. After one year of joining Starbucks, he goes to Italy, and there he saw that the people are drinking coffee in the shop and this was a very different way compared to American. When he comes back to settle he shares the idea with other directors that they can make the coffee shop like that form where people can sit, drink coffee and also talk with each other.
This idea of Howard rejected. Later he convinced jerry and they made the coffee shops just like Italy but after this, he talk to directors about making more shops internationally also but the directors said that they can’t make more shops. After this, he decided to make his own coffee (II Giornale) shop, and after doing a lot of hard work he was successful in making his own coffee shop just like that which he saw in Italy. Customers like this idea so much. Later Starbucks didn’t go well so the other directors of Starbucks offer Howard to buy the company.
After this Howard buy the company and he became the new owner of the company then he company II Gionale with Starbucks. Then he starts building other stores in different countries and due to Howard's hard work today Starbucks is the most recognizable company.

Quotes by Howard Schultz:

"If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible." ~Howard Schultz
“You have to be authentic, you have to be true, and you have to believe in your heart that this is going to work.” ~Howard Schultz
"The world belongs to the few people who are not afraid to get their hands dirty."~Howard Schultz
"Everyone starts strong. Success comes to those with unwavering commitment to be at the end."~Howard Schultz
"If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible."~Howard Schultz
"China traditionally has been a tea-drinking country but we turned them into coffee drinkers."~Howard Schultz
"There are moments in our lives when we summon the courage to make choices that go against reason, that go against common sense and the wise counsel of people we trust." ~Howard Schultz
"If you dream small dreams, you may succeed in building something small. For many people, that is enough. But if you want to achieve widespread impact and lasting value, be bold." ~Howard Schultz



Teavana is an American tea company. This company had headquartered in Seattle. It was founded in 1997 in Phipps Plaza, Atlanta, Georgia, United States. Starbucks acquired it in 2012 but in 2017 Starbucks announced that in 2018 all Teavana locations will be closed. In 2018, all 379 Teavana stores closed. As of 2022 Starbucks sells very limited Teavana products. The reason for this shut down is its underperformance.

Ethos water:

Ethos water is an American water-blotted brand. This brand has headquartered in japan. This was founded in 2001 when Peter Thum visit south Africa and saw that there was no availability of clean water here the idea of creating clean bottled water started with a mission of “helping children get clean water.” Starbucks acquired it in 2005.

Evolution fresh:

It is an American beverage company. This was founded by Jimmy Rosenberg in San Bernardino, California in 1992. This company produces fruit juices, fruit smoothies, gourmet soups, salads, and signature bowls. This company's headquarters is in Rancho Cucamonga, California, United States.


The mission statement of Starbucks is “In everything we do, we are always dedicated to Our Mission: To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”


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Starbucks, Starbucks history, Starbucks journey, Starbucks success story, Howard schultz, Teavana, Ethos water, Evolution fresh, motivational, motivational quotes, inspirational, inspirational quotes, success stories, success quotes, short quotes

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