Symbolism in the modern world. Starbucks Coffee in your city under the Starbucks franchise

What is Starbucks? Fragrant coffee and a cozy atmosphere, delicious cakes, fresh sandwiches, pleasant music and free Wi-Fi. More than 60 countries in the world, including Russia, sheltered and fell in love with the most famous coffee house. Drinking coffee at Starbucks Coffee is especially popular with students, businessmen and creative intellectuals.

The History of Starbucks

The history of Starbucks is a history of true success. For more than forty years of history, a small shop specializing in the sale of coffee and equipment for roasting it has become the largest coffee shop.

The company was born in the United States in 1971 when three people formed a partnership and opened a coffee shop. In the future, several more stores were opened. In 1987, having paid $4 million, Starbucks was bought out by Howard Schultz (he previously worked in this store), the owner of the caffeine chain. Since then, the company has taken the name "Starbucks Corporation" and began a meteoric rise in the international market.

Since 1996, cafes with the company's name have been opened all over the world. The name Starbucks means the first mate of the whaling ship from the novel Moby Dick by Herman Melville.

Starbucks has been seen using aggressive advertising methods due to the high competition in the market. Prices for coffee and products are acceptable, but higher than many competitors. Many entrepreneurs are interested in the Starbucks franchise in order to open an institution of the same name, so the network of coffee houses is expanding every year.

In 2011, when the company celebrated its 40th anniversary, a rebranding was carried out: the logo and design of the cafe changed, a new menu was introduced - ice cream, sandwiches, tea.

During the existence of the company, four logos were used:

Starbucks logo from 1971 to 1987 Starbucks logo from 1987 to 1992 Starbucks logo from 1992 to 2011 Starbucks logo from 2011

Today, the company's logo features Sirena's white face on a green background.

Franchise Starbucks

Coffee houses began to open in other countries of the world in 1996. Japan was the first country to open a coffee shop. In 2007, there were already 15,700 Starbucks Coffee stores in the world, and in 2012 there were already 19,435 cafes. The American corporation controls 30% of the total number of coffee houses, the rest are open under license.

The very concept of "Starbucks franchise" does not exist, since the company does not sell a franchise in the generally accepted form. How is the distribution of Starbucks going?

• The owners of the Starbucks brand consider each proposal to open a new cafe individually.
• In America and Europe, Starbucks advances through the purchase of other chains of cafes, after which the coffee shops exist as joint ventures.
• Private investors can also open a Starbucks Coffee store, but the terms of the license agreement will be very strict.
• Throughout the history of the company, there are single sales of an official franchise, while the buyers were very famous people.
• Private investors simply enter into an agreement on the use of the brand, the purchase of equipment, the transfer of technology and the amount of the monthly payment.
• The license agreement differs from the franchise in that new coffee shops are limited in benefits, their owners cannot use the advice and support of official representatives.

Currently, Starbucks coffee shops employ a total of more than 150,000 people around the world.

Development of Starbucks in Russia

The company's relations with Russia did not develop very easily. It all started with the fact that in 2004 the first Starbucks cafe opened illegally. The American company Starbucks Corporation sued the Russian company Starbucks LLC, which had nothing to do with the American counterpart.

The first official coffee house of the famous brand opened in Russia in 2007 in one of the shopping centers in Moscow.

The Russians immediately liked the coffee house. In subsequent years, Starbucks cafes were opened not only in Moscow and St. Petersburg, but also in Rostov-on-Don, Yaroslavl, Yekaterinburg, Tyumen, Krasnodar and Sochi. According to data provided by mid-2014, there were 75 coffee shops in Russia, of which 64 were located in Moscow.

Starbucks Coffee coffee houses are very popular in Russia. Delicious coffee and a homely atmosphere in the cafe have done their job, it is often not possible to find a free table in a coffee shop even on weekdays. One of the nice "chips" was a personalized cup, on which the personal name of the person who ordered the coffee is written.

You can leave your comments and wishes on the official Starbucks website.

Price

Opening a Starbucks cafe in Russia is quite difficult. This is due to many aspects - and the story associated with the illegal opening of the first coffee shop in Moscow, and large financial investments, and strict rules for opening.

In Russia, there is no official strategy for promoting the franchise of Starbucks coffee houses, which creates difficulties for opening the next establishment. A businessman who wants to open Starbucks in Russia solves all issues with the parent company individually.

The estimated cost of a Starbucks franchise is about 2 - 2.5 thousand dollars for the arrangement of one square meter of an institution (on average, 150 - 170 thousand dollars). This price includes the purchase of equipment, coffee, the purchase of necessary products, construction work.

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The average payback period for a coffee shop is over two years.. At the same time, entrepreneurs are confident that a well-known brand and competent management will help the institution bring good profits.

Conditions

The American company Starbucks, working with private investors, prefers the quality of the establishment, rather than the number of open coffee shops, so the terms of cooperation are very strict.

You need to be prepared for the strictest control by the head office over all areas of the coffee shop, from the interior of the cafe to the selected music repertoire.

Basic conditions and requirements for working under the Starbucks franchise:

• The possibility of significant investment (about 170 thousand dollars).
• The presence of real estate in a convenient and passable place, preferably on the territory of a shopping complex or in a building of social significance.
• Thinking through all the details of the future project and offering such conditions that could be of interest to official representatives.
• The impeccable reputation of the future owner, it must be a large and well-known businessman.
• An important but optional condition is that the front doors face east or south, but not north. This is to ensure that visitors enjoy the sunshine without the sun shining in their faces.

If you can meet all these conditions and want to buy a Starbucks franchise, then you can contact the company representatives through the official website:

1. Go to the official website of the company (starbucks.com), find the Contact Us section, and then the Company Information section.
2. Choose the topic of Franchising and describe your proposal, provide information about your company, yourself, how much you can invest in the project (you need to write only in English).
3. Write your contact details and be sure to check the box at the bottom of the page. This is done so that company representatives contact you.

Time has shown that Starbucks Coffee shops are popular all over the world and this business is booming. If you have the desire and opportunity to open a Starbucks franchise establishment, then you can safely proceed to action.

Howard Schultz entered the coffee business thirty years ago with only one goal in mind: to strengthen personal relationships between people over a cup of coffee. He is now the CEO of Starbucks. However, the path to the top was not easy. How did Schultz, a guy from a poor working-class family, overcome all difficulties and found the largest chain of coffee shops on Earth?

A little biography

Schultz was born July 19, 1953 in Brooklyn, New York. His family was no different from the rest. In an interview with Bloomberg, he said that he grew up in a neighborhood among poor people. So, as a boy, he plunged into the world of human inequality, experienced poverty at an early age. When Schultz was only 7 years old, his father, a diaper truck driver, injured his leg on a flight. At that time, there was no medical insurance and compensation, so the family was left without a basic income.

In high school, Schultz actively played football and received an athletic scholarship from the university, located in Northern Michigan. Then the young man went to college and finally decided for himself that he would not continue to play football. You had to pay for your studies, so the guy had to go to work. He started as a bartender, and sometimes even was a donor.

After graduating in 1975, Schultz worked for a year at a sports facility in Michigan. He was invited to Xerox, where he gained experience in dealing with clients. He did not last long there and a year later he got a job in a Swedish company associated with household utensils.

It was there that Schultz built his career and became first general manager and then vice president. He managed the sales team in the New York office. It was in this company that he first encountered the Starbucks brand: a large number of drip coffee makers attracted his attention. Interested, Howard decided to visit Seattle, arranging a meeting in advance with the owners of the coffee shop: Gerald Baldwin and Gordon Bowker.

Getting to know Starbucks

A year later, the then 29-year-old Baldwin (founder of Starbucks) finally hired Schultz, offering him the position of director of retail operations and marketing. Then Starbucks had only three stores that sold bulk coffee for home use. The first Starbucks store still exists and is located in the Pike Place market in Seattle.

Fateful trip to Milan

Schultz's fortunes changed dramatically when he was sent to Milan for a show. Walking around the city, the young man drew attention to espresso bars, in which the owners knew all their customers by name and served them various coffee drinks, be it cappuccino or latte. Schultz realized that it was personal relationships that would help sell coffee.

In 1985, Howard left Starbucks after his Italian idea was rejected by the founders. He soon decided to start his own company, Il Giornale (Italian for "daily"). Schultz needed to raise over $1.6 million to buy the coffee shop. He was away from Strakbars for a year, trying to open his chain of coffee shops in the Italian way.

In August 1987, Schultz was offered the position of CEO of Starbucks, which already had six stores.

Popularity of Starbucks

America quickly took a liking to this company. In 1992, Starbucks went public on the Nasdaq stock exchange. The company already had 165 open points, the income amounted to $93 million per year. So, by 2000, Starbucks had become a global chain, opened more than 3,500 coffee shops and received $ 2.2 billion in annual revenue. Schultz became one of the most powerful people in America.

Starbucks has not always been at its best, and there have been failures. So, in 2008, Schultz temporarily closed more than a hundred coffee shops in order to teach the bartender how to prepare the perfect espresso.

As part of the reform, Schultz announced that Starbucks was looking to hire former military personnel. Last year, the company confirmed rumors that it would pay for college education for its employees.

During his time at Starbucks, Schultz has always prioritized his employees, whom he refers to as partners. He offers everyone full medical care and insurance, perhaps influenced by the case of his father.

Schultz published an extraordinary book, Pour Your Heart Into It: How Starbucks Built Cup by Cup.

Starbucks continues to grow, now with more than $16 billion in annual sales, so Schultz is wealthy. His net worth is estimated at $3 billion - a true billionaire.

This story began back in 1971, when the publicist Gordon Bowker, and two teachers, Jerry Baldwin and Zev Ziegal, decided to spit on all stereotypes, difficulties, an acute shortage of funds and make their cherished dream come true: each of them invested $ 1,350, apparently , selling the last shirt and pawning the gold teeth of their beloved granny, and on top of everything, each took out another $ 5,000 loan to open their own small coffee shop that sold their own roasted coffee beans.

Initially, there were not so many visitors, so the founding fathers of the coffee brand devoted a huge amount of time to each of them: they talked about coffee, declaring odes to love for this drink, shared news, discussed work, family and stock exchanges.

2. History of the name

One of the founders, writer Gordon Bowker, was an avid fan of the famous novel Moby Dick. Perhaps he himself dreamed of taking laurels from Herman Melville in a similar genre, or at his leisure, harpooning on a whaling ship. So, in this novel, all the action took place on the Pequod whaling ship (they wanted to give the coffee shop just such a name, but the guys changed their minds in time), and the first mate on the ship was called Starbuck. Therefore, the company liked this combination of the word "Starbo" (the local old mine) and the name of the beloved hero. The result was the name that we all know and will not confuse with anything.

3. Logo

It was created by artist Terry Heckler, depicting the Siren of the sea, which is a metaphor for the distant overseas lands from which coffee beans are shipped.
Initially, the sea diva was depicted with a completely bare chest, but after a while, her outstanding charms were covered with long hair. Because here they drink coffee and communicate, and not stare at boobs! (But in Seattle, at the very first store, it is this originally invented logo that flaunts).

4. Dashing plot twist

Perhaps this enterprise would have remained unnoticed, in the vastness of distant Seattle, if in 1982 entrepreneur Howard Schultz had not come to the company, who, having not had time to cross the threshold, immediately began to gush with various ideas. Say, he was in Milan the other day, and all the famous coffee houses serve ready-made aromatic coffee in beautiful cups, have a network of several establishments and, accordingly, a considerable income. But the idea and enthusiasm of Mr. Schultz did not arouse great enthusiasm among the owners of the establishment. They believed that with this approach, their store would lose all its raisins, and would go against their notions of tradition.

But Schultz was unstoppable, he opened his own coffee shop, and then bought Starbucks from the founders for $4 million. And interestingly, his good friend Bill Gates, who was one of the first investors in the coffee brand, suggested this to him.

Thanks to this stubborn son of a bitch, Howard Schultz, all the hipsters can go to a famous coffee shop on Instagram and collect a bunch of likes, riding on the popularity of this brand.

5. Coffee. Bulka. Atmosphere

We can sing songs of praise to the coffee drink served at Starbucks for a long time, and you can’t argue with that, the coffee is really very good. But the second most important reason why people choose this coffee shop is the atmosphere of the place itself. People come here to talk, relax or work, to see people and to show themselves. Comfortable armchairs and sofas, cozy fireplaces, flowing lines of scenery, soft light and, of course, Wi-Fi.

According to Howard Schultz, he founded this business not so that the slaves of the stomach fill their bellies, but so that people fill their souls with the most pleasant emotions and sensations.

6. I am responsible for the quality!

When Schultz took the helm, he maintained the company's tradition of purchasing only the highest quality coffee beans. In addition, Starbucks holds the brand of social responsibility of the company. They are for the environment, they are for adult labor, they are for fair trade!

7. How are you, father?

When it's your turn to get a long-awaited drink, a charming barista or bartender calls you in a spicy voice by the name that is written on the glass with a marker. A trifle, but nice. Moreover, if you like any girl, you can not bathe with finding out her name and immediately take the bull by the horns. People are hooked by the personal attitude of the brand, the sense of belonging to something bigger, even in such a simple and trifling way. Sociability is the main criterion in the selection of employees in this institution. And even if you are a super professional and have been mixing drinks since you got out of diapers, they won’t take you if your smile doesn’t put you in a good mood and you can’t connect two words when talking to a coffee shop guest.

A few facts:

1. Today, Starbucks is the largest chain of coffee shops in the world.
2. The company is engaged in charity.
3. The front door of the coffee shop should always face the south or east.
4. The company is recognized as one of the best employers on the planet.
5. The company uses its own technology for the production of powdered coffee, as rare varieties of beans ran out quickly and they simply did not have time to put them on sale. Therefore, no matter what coffee you buy, it is undoubtedly a high-quality, tasty, but soluble product.

The success story of Starbucks - the world's largest coffee shop chain: first steps and first victories, development of new territories and conquering the world, leaders and secrets of success.

The forty-year history of Starbucks is the path from a small store to a huge business empire, known all over the world today, successfully operating in different countries and not wanting to stop there.

Starbucks history - first steps

Three friends who were united by the love of coffee - writer Gordon Bowker, history and English teachers Zev Ziegal and Jerry Baldwin, set about creating a common cause. And even the fact that the modest savings of ordinary teachers and a writer were not enough for this venture, so they had to take out a loan, did not stop them.

So in March 1971, a small shop appeared in Seattle, selling high-quality home-roasted coffee beans and equipment for its preparation. So the first and for a long time the only coffee house in the city was opened. The owners were happy to talk about coffee to their few customers, instilling a love for this drink.

For almost the entire first year of operation, the founders of Starbucks collaborated with Alfred Peet, the owner of Peet’s Coffee: they bought coffee beans from him, learned how to roast them and how to select them correctly. But then Gordon, Zev, and Jerry decided to work directly with coffee suppliers, and at the same time as installing their own roaster, a second store was opened on campus. Soon a catalog of branded products was released and mail order was launched.

Since the creators of Starbucks are creative people, it is not surprising that the name that the company received is associated with the hero of Herman Melville's novel The White Whale or Moby Dick. The first mate on the ship that was chasing the white whale was called Starbuck.

The company's first logo, a two-tailed mermaid drawn from an old 16th-century engraving and surrounded by the store's name, meant that coffee was brought to Starbucks from afar. True, the bare chest and bare navel of the siren was perceived ambiguously. On the one hand, she was supposed to be seductive, like the drink itself, and on the other hand, not everyone had such a look that evoked pleasant feelings. True, the logo changed several times, and with it the mermaid () also changed.

Starbucks - first wins

The success of Starbucks is largely due to Howard Schultz. An outsider who was hired by the owners to help them develop the company, since they themselves could no longer cope with the imminent difficulties, eventually became its owner. Under the leadership of this talented businessman, the Starbucks coffee chain has conquered the whole world.

After a trip to Milan, where Schultz saw wonderful Italian coffee houses, he was so inspired that he wanted to replicate the Italian experience in America. But the idea of ​​selling not only grains but also ready-made coffee in a store in Seattle did not find support from its owners. True to tradition, they believed that then their store would lose its essence, and it was better to make coffee at home.

Schultz left Starbucks, and the II Gionale coffee house he created bought Starbucks from the founders two years later. And so the first coffee houses of the famous company appeared outside of Seattle, in Chicago, Vancouver, British Columbia. After 7 years in America there were already 165 coffee shops, and after another 3 years (in 1996) the first coffee shop outside the USA was opened - in Japan. Then coffee houses appeared in Taiwan, the Philippines, Singapore, Hawaii, Thailand, China, South Korea, Malaysia, Kuwait, Libya... Interestingly, there are countries where Starbucks has not taken root, among them is Austria. But in Japan, Great Britain, Canada, the company was waiting for a huge success.

All the work of the Schultz team was aimed at creating a cozy atmosphere in Starbucks establishments. Fireplaces, comfortable sofas, beautifully curved lines that create an open and comfortable space at the same time, free Wi-Fi - everything for people.

For Howard Schultz, in the first place is not filling the stomachs of his visitors, but their souls, as he himself says. He realized his dream - to create an enchanting atmosphere in all Starbucks establishments, and at the same time make it special, unique in every coffee shop.

Starbucks history - the first difficulties

There have been ups and downs in the history of Starbucks. The company has repeatedly experienced difficult times.

All varieties of coffee were supplied in two-kilogram bags. Expensive and rare varieties ran out of steam quickly after opening the bags, as they were rarely sold. Then the idea came up to create their own technology, which would make it possible to obtain powdered coffee, but of excellent quality. Buying expensive coffee at Starbucks, you may not realize that it is actually an instant product, it is so tasty and of high quality.

In the 90s, California began to join in healthy eating: they counted every calorie, and coffee with whole milk, due to its high fat content, was classified as a product that is very unhealthy. Starbucks did not dare to prepare coffee with skim milk for a long time: they were afraid that such an innovation would not allow preserving the real taste of the drink. But when the company began to lose customers, it was necessary to diversify the assortment.

The next decade brought new challenges. A serious problem was the new, too large and bulky coffee machines, which blocked the staff from the guests. To lower the coffee machines, the racks had to be redone.

The economic crisis, when hundreds of coffee houses had to be closed, the sale of additional goods in stores, which was not successful for certain reasons - all this did not break the company, but only made it stronger.

Starbucks - secrets of success

1. Amazing atmosphere

The main thing is not coffee

People love Starbucks not so much for good coffee, but for the special atmosphere that has been created and maintained throughout the history of the company. Preserving traditions is a matter of honor. Almost nothing has changed in the interior of the first coffee shop, for which it is called the "Starbucks Museum".

Music

The same music is playing in all cities at the same time: if you are enjoying a cup of your favorite drink in Milan, then visitors in New York, Seattle and other cities around the world are hearing the same melody at this moment.

Store locations

It is important for the company that people who come to their establishments to drink coffee can enjoy the daylight, while the sun does not shine in their eyes. You won't find any Starbucks where the front door faces north. The entrance is always oriented either south or east.

2. Marketing strategies

To promote a brand, marketers are constantly coming up with simple but very curious tricks. One of them is a corrugated cardboard ring that is put on top of a paper cup so that it does not burn your hands. And for a small surcharge, each customer can get a reusable polyurethane ring with the Starbucks logo. This is not only a great competitive move, but also care for people and the environment.

Another "trick" - the famous Starbucks thermo mugs, which have been sold in the famous chain of coffee houses for several years, as well as souvenir mugs and glasses, which you can always buy in the network of establishments.

3. Enduring principles

The secrets of the company's success are caring for its employees (Starbucks is in the top 100 employers on the planet), loyalty to traditions, friendliness of the staff and open communication with visitors (intractable, no matter how professional they may be, Starbucks does not take), uncompromising quality and thoughtful marketing moves. Fair trade, environmental protection, a working atmosphere in which friendliness and respect for each other reign, courteous service are the fundamental principles of the company, which help it attract and retain connoisseurs of good coffee among regular customers. The company has recently donated part of its profits to the fight against AIDS in Africa.

4. Rich menu

Today, Starbucks coffee houses offer not only selected coffees, but also a skillfully selected additional assortment - various syrups and teas, seasonal types of coffee, as well as some dishes: snacks, light salads and desserts. Bribes and flexibility in the menu. There are thousands of combinations of coffee at Starbucks, and each visitor has the opportunity to create drinks on their own, based on personal tastes and preferences.

5. Relentless ambition

Today Starbucks is the world's largest chain of coffee houses: more than 50 countries are open, about 18,000 establishments operate around the world. The company employs more than 135 thousand people.

For Americans, Starbucks is something very dear, like a second home, and for America itself, it is one of its main symbols. Today, expansion is going at a crazy pace. Local networks of coffee houses are being created in different parts of the globe, new varieties of coffee are constantly appearing. The latest novelty is light roasted coffee with a milder taste compared to a drink made from well-roasted beans.

Since 2011, Starbucks branded coffee has entered the retail market. And the company's branded iced tea appeared on store shelves, which is produced under the Tazo brand. Collaboration with other well-known corporations and the joint creation of innovative drinks, one of which, for example, consists of green coffee extract and natural fruit juice and is already sold in American stores, has allowed us to reach a new stage of development. The management of the company has no time to rest: ambitions do not allow.

Starbucks today - these are the best brands of coffee and an excellent drink that is prepared by professionals from selected beans, a welcoming atmosphere that encourages relaxation and pleasant communication, and something elusive, but very captivating - probably many years of experience in which the creators' love for a noble drink lives .

Greedy baristas

Friendly young people who, with their whole appearance, show that they want you to be comfortable. Therefore, they take your time talking about the weather and mood, although it is clear that you just need coffee. In fact, the task of any barista is to get the person who entered the coffee shop to buy as much nonsense as possible. The more the guest takes at one time, the higher the average bill and the more likely the coffee shop will fulfill its daily budget. Therefore, for a barista, there is nothing worse than hearing a standard order for cheap, freshly brewed coffee. Such people are hated almost more than all other visitors. Don't you understand where you've come from? It's Starbucks! You can't get "just coffee" here! Why don't you order syrup, whipped cream, caramel pattern (milk is free, so it doesn't count), or buy a croissant with your drink? To take just black coffee is tantamount to a slap in the face of the entire consumer structure.

How to make the barista not hate you: Come up with a cool combination like “medium roast bean latte with two pampas of vanilla syrup”, like most businessmen who come to Starbucks do, or at worst, take an Americano with cream. Otherwise, the guys at the counter will look at you with contempt, and when you leave, they will say: “He is so poor that he can only afford coffee for 165 rubles.” Like they can afford it with their barista salary.

Changers

At the Starbucks checkout, a five-thousandth bill evokes only one reaction: the cry of “Khabarovsk!”, the call of the shift supervisor, who must personally verify the authenticity of the banknote, and the withdrawal from a special box for big money change, which the cashier most likely does not have. This means that the moment of receiving your order is delayed indefinitely. The only thing that can justify the person standing in front of you with a five thousandth bill is the presence of a large order. But as practice shows, a bottle of water, which can be bought much cheaper at the nearest grocery store, or a miserable cookie for 125 rubles, is all he needs. A request to see a smaller bill is considered by him as sabotage and an unbearable inconvenience. I would like to advise such people to learn how to use the card and not go to Starbucks for a change.

People asking stupid questions

There is nothing terrible about the person in front of you in line asking the barista about seasonal coffee, dessert ingredients, or the way to the subway. But most often they ask completely different questions: “Where is your toilet here?”, “Where can I get sugar?” or “Where can I find a table with sockets?” They, of course, fall into the category of idiots (considering that all of the above can be easily found on your own) and cause poorly concealed irritation in the queue at the back. Separate laughter is caused by people who, without having time to pay at the checkout, are already running to the barista for an espresso machine shouting: “Where is my coffee?” As if it should be prepared at the same second when the order was placed. It is not clear whether this behavior can be attributed to impatience or slow-wittedness, but some, when they come to Starbucks, clearly expect not only to be served coffee, but also to be seated at the best table and then taken by the arm to the restroom. People, wake up, this is a chain coffee shop!

laymen

If a person does not speak Italian, this is forgivable. But when the main contingent of Starbucks patrons pronounce the well-known coffee drinks as “double espressos” and “grand latte”, then you want to hit the bat. There is another type: people who stand in thought at the cash register for five minutes (and before that, ten minutes in line), and then give out “I want delicious coffee, please.”

rednecks

Girls, know that if a man invited you on a first date at Starbucks, check if the meeting at the coffee shop is the beginning of the evening. If not, feel free to forget about it forever - invite a girl to spend the evening in a place where people should spend from two minutes (if you went for coffee with you) to a maximum of half an hour (if you have a short business meeting or need to convey something), then he a) does not have money for a normal restaurant, b) he does not care if you like him or not.

The second type of goon is the person who orders the cheapest coffee in the morning and sips it until the evening when he leaves after sitting all day in a coffee shop because of free Wi-Fi. Both types are not prosecuted by law, but are worthy of contempt.