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The journey of “Starbucks”… How did a small “Ben Roastery” become a worldwide chain of coffee shops?

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The journey of the Starbucks coffee chain did not begin in 1981 when it was founded, as some think.

In fact, that year, Starbucks was not the same as what you now know, the giant automated supermarkets from which you get the best coffee drinks quickly.

It was then a small shop selling tea and coffee, attached to a small factory in Seattle, in the western state of Washington.

It had no branches, no reach, no mega-brands, just a small store in a distant US state.

The most expensive match in Starbucks history

The convenience store posted an ad asking for a well-experienced marketing manager who would do the usual traditional marketing tasks.

Several candidates have already applied for the job, including a seemingly smart young man, Harrod Schultz.

A pleasant young man who had worked in various marketing companies and showed great distinction in this field, which certainly qualifies him to join the position.

Harrod Schultz was accepted as the small company’s chief marketing officer and the move marked the first chapter in Starbucks history.

The employee who changed the history of Starbucks

Schultz took the job, worked a bit more in his normal roles, and then began to discover that the entire market offered almost the same products over time.

They are the same coffee shops, serving the same coffee products, in the same way, in the same way.

The one employee decision that makes the real Starbucks

Here, Schultz decided to look for a different “new way” in which he could market the same products, but this time in a different way, which would make Starbucks a difference in the market.

Schultz traveled to Italy looking for deals for his company and noticed that Italian coffee was slightly different from American coffee, originally being a mix of coffee, Nescafe and espresso.

Harrod Schultz’s notes did not end on his trip to Italy, he also noted that Italians drink coffee in large areas, and sit for long hours talking over coffee and arguing as Mediterranean people usually do, and not for business. or surveillance purposes only as is customary in the United States.

Here I realize, from the vendor’s experience, that if this combination of “flavors different from what you find in the US + different presentation and ample seating” were presented, the idea would have tremendous success.

And Harrod Schultz decided to apply his Italian notes to the US market once he returned.

Conventional Thinking Can Get in the Way of Starbucks Launch

The original “traditional-minded” owners of the company rejected the idea of ​​opening coffee shops as Schultz saw it, telling him that the company was only in the business of selling wholesale coffee and tea to other shops and cafes, and that it was not a “coffee” in the first place, but only a coffee “roaster”.

The owners of the company rejected any development in the store and converted it into a café. Howard Schultz resigned from the company due to the narrow-mindedness of the owners, although the idea was still in his head.

The Starbucks Story We Know

In the mid-1980s, Harrod Schultz decided to implement his idea himself, opening a distinctive cafe in the same style he saw in Italy and working on marketing it extensively in Seattle.

The café that Schultz himself opened served hot beverages and baked goods in a large area for discussion and conversation with a modern, comfortable, and stylish atmosphere similar to fast-food restaurants.

The cafe that Schultz founded achieved huge success in record time, which made Schultz confident in the strength of this marketing approach that he took early on, he was sure he was right.

The great opportunity for Starbucks to be born

Then another marketing opportunity was offered, which Shultz jumped at the chance: Starbucks, the company he had quit due to poor prospects from its managers, had a major stumble in the market and seemed to be for sale.

With a marketer’s mindset, Schultz realized that Starbucks, although a very traditional company, had an old brand in the US market, so he made an offer to buy it immediately and succeeded.

Here, Schultz was able to combine his marketing ideas by making and presenting a different product, on the one hand, and packaging it under a fairly well-known brand name, on the other.

He then frantically lobbied to market Starbucks in the United States and the world using the “franchise” method, selling the brand and listing the company on the stock market.

starbucks haircut

All of the above were details of a deal and an ambitious employee about Starbucks from a small “roaster” to a chain of coffee shops spread all over the world, so what is the history of the Starbucks logo or brand?

The famous Starbucks name and logo add tremendous value to the world’s largest coffee and hot beverage company. So what is the story behind the name and logo?

Herman Melville’s MOBY DICK, about the sea world and the seafaring traditions of early coffee merchants, was instrumental in choosing the Starbucks logo.

The company was initially called “Pequod”, the captain’s ship in the novel, but the director of marketing, Terry Heckler, thought the name was a misnomer.

Finally, from the novel, the name of the captain’s first friend, Starbuck, was fixed.

As for the logo, it is inspired by ancient Greek myths, and it is an anthropomorphic mermaid with a double tail in the form of a piece of wood that dates back to the 15th century.

The Starbucks logo was modified twice, initially the charms of the mermaid were visible and following complaints from coffee customers, the design was modified by adding long hair covering the entire body of the mermaid and changing the color of the hair from brown to green as a symbol of freshness and prosperity, with a slightly cropped tail, and this logo remained approved during the period from 1987 to 1992.

In 2011, the logo was redesigned by removing the Starbucks sign surrounding the mermaid image to take up more space in the logo, and adding longer rotations and shading on the right side of the nose, making the statue look more like to a human.

Starbucks…a global network with great value

The Starbucks network has expanded to operate in more than 176 countries around the world, serving millions of cups of coffee and hot beverages.

This remarkable success, which made it one of the best coffees in the world, propelled the value of its famous siren brand to $8.7 billion, making it one of the most expensive brands in the world.

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