Starbucks is the largest coffeehouse chain in the world, with over 22,000 stores worldwide. It is headquartered in Seattle, Washington. It is known for its high-quality coffee and coffee drinks, as well as its attractive decor.
Founded by Jerry Baldwin, Zev Siegl and Gordon Bowker, Starbucks first opened in 1971 near the historic Pike Place Market in Seattle. The three founders were all students at the University of Washington, and had a passion for coffee and tea.
The original goal of the store was to sell coffee beans, brewing and roasting equipment. However, after a while, the partners started selling hot drinks instead. This is when Howard Schultz joined the company, as the director of marketing and retail operations.
He quickly grew the business by adding new stores and enhancing existing ones. He also created a franchise model, which allowed Starbucks to operate stores independently of the company.
This has enabled them to gain a significant share of the international market. It has helped them to survive difficult phases, such as recessions and prolonged cuts in customer spending.
Its global brand strategy is rooted in three primary elements: consistency in the brand experience, a strong commitment to customer service, and a high level of loyalty. Each of these facets needs to be strongly tied in with the specific culture of the country in which the brand is operating, as well as its customers’ lifestyles and habits.
Consistency in the Brand Experience
Starbucks has made it a point to replicate the brand experience at every store around the world. This is done by ensuring that each location is staffed by the same employees and by making sure that the decor of each store reflects the same look and feel of the other locations.
Achieving this is an ongoing process, and requires constant attention to detail and focus on building strong relationships with the people who work in each store. This means that even small details can make a big difference when it comes to the overall brand experience.
Investing in Technology
Starbucks is constantly looking for ways to improve the way it works and interacts with its customers. It has recently introduced several technology upgrades, from mobile ordering systems to drive-thru payment options.
Those improvements, which will be in all Starbucks locations, are meant to increase efficiency, speed up service, and allow the company to collect data on how consumers interact with the company’s products.
It also helps to improve the employee experience. For example, Starbucks has developed software that allows its baristas to use their smartphones to communicate with customers. This will allow them to answer questions, offer suggestions, and improve the quality of their service.
It is also important for a company like Starbucks to have a strong and clear vision of what the company stands for. This is important because it allows the company to focus on what makes the brand special and unique. It also allows the company to develop a long-term and sustainable business strategy that is aligned with its brand identity and values.