Expresso Espresso

As mentioned above, the specialty coffee industry had seen steady growth for years and the trend was expected to continue.

Creating an economy- The CEO Joshua Liew recognizes the company to be a part of a revolution as he believes that the company has created its own economy that helps its chain of cafes to follow as an example of a business model. This business model focuses on meeting the needs of their customers by serving love and happiness with its products and at the same time training the staff to deliver high quality beverages that makes a consumer want to repeat its purchase. The company has not only done well in making a complex business unit simpler but has also given the flexibility to its diversified owners to exercise and operate the business on their

Starbucks is dominant coffee brand in North America, which also is well-known worldwide. Established in 1971 as coffee shop oriented to a niche of coffee purists, in late 1980’s it turned to be a constantly growing chain of stores that sold whole-beans and premium-priced coffee to mostly affluent, well-educated customers. In years 1992-2002 company was showing at least 5% annual growth. And by 2002 Starbucks was serving already 20M customers in 5886 stores (both operated and licensed) around the globe, had $3.3 billion net revenues and was opening 3 new stores a day in average.

Starbucks operates in the highly competitive retail coffee industry. The barriers to enter this industry are low. The number of firms is high. The product offerings are similar. Their competitors are quick-service restaurants, such as McDonalds and Dunkin’ Donuts, specialty chain coffee shops, such as Dutch Brothers and Tim Horton, convenience shops, such as 7-eleven, and local ‘Mom and Pop’ coffee shops (Starbucks Corporation,

By 2003, the number of retail specialty coffee shops, cafes, kiosks, coffee carts, and roasters in the United States reached over 17,000, equating to nearly $9 billion in sales. According to the Specialty Coffee Association of America, 16 percent of adults in the United States drink coffee from one of these specialty outlets daily. (“Organo Gold”, 2008).

In the city of Des Moines, there are several small homegrown coffee shops that offer a unique experience. Java Joes, Zanzibar’s Coffee Adventure, Mars Café and Smokey Row, just to name a few have made contributions to the Des Moines coffee scene over the years. Whether it is being covered in local art like Zanzibar’s is. Offering live music performances and poetry readings from time to time like Mars and Java Joes. Or being the one stop shop and giving an oh-so-cozy atmosphere as Smokey Row does for Drake Students and community members alike, there is no one coffee shop that combines each of these experiences. This is, yet.

Café Campesino was founded in 1998, after Bill Harris traveled to Guatemala with Habitat for Humanity’s Global Village program. The name of Café Campesino actually means in Spanish ‘coffee from a small farmer’ Café Campesino resides in Americus, GA. It is a premier roaster, marketer, and retailer of specialty organic coffee from around the world. The store has less than 15 employees and from what I can tell through pictures the building is on the smaller side but looks quite cozy and comfortable. I believe this business has room to grow with the right techniques and could become dominant over others coffee shop in the area.

Starbucks’s has been able to surpass its rivals and continue being one of the premier roaster and retailers of specialty coffee in the world since its inception in 1985. Such an accomplishment has been sustainable due to a concrete company strategy. When Starbucks’s first debuted back in 1985 it was the first coffee shop to bring specialty coffees to the mass market in the United States. Along with only purchasing and roasting top quality coffee beans they designed their strategy in a way which gave the customer the ability to customize their drinks to meet each person’s individual preference. They also included free Wi-Fi in all of their stores, which in turn increased an already competitive advantage even more by not only offering customers

Dear Diary, this is Howard Schultz writing to you today. I am sitting here reminiscing about my early years at Starbucks. I remember working at Hammarplast, when my curiosity got the better of me, and I wondered why this small coffee shop was ordering so many plastic cone filters. It is worth noting, that I had no ulterior motives when visiting Starbucks in 1981. Subsequently, I was impressed with their operation, and expressed my desire to work with the company. Consequently, it took me over a year to convince them, but eventually, I was awarded the marketing director position. Then, shortly after, during a trip to Milan I discovered the romance of coffee. Interestingly, I knew that there was a way to incorporate what I learned in Milan into the Starbucks brand, I just had to convince the owners. I remember the guys rejecting some of my ideas, thinking that my style was unsuited for the laid back atmosphere. Unfortunately, I was unable to convey my vision effectively, it was never the right time or the right path for those guys. Shortly afterwards, I left to pursue my dreams, of an espresso empire. Surprisingly, a few years later, I found out Starbucks was available to purchase. Somehow, I was able to raise the capital needed to purchase Starbucks, and this is when my dream began to blossom. Thus, I always felt that, I was the only one that was able to envision what the company could be. First, I started with the employees. Moreover, I wanted the employees to feel as if

Coffee beverages are extremely popular in the United States, as they represent 75% of all caffeinated beverages consumed in the United States (Reynolds, 2014). Coffee shops make up the fastest growing restaurant business in the United States (Reynolds, 2014). VR Coffee Café first year of sales is expected to be $850,000. We expect year two sales to increase 17.65% to $1,000,000 and year three to increase 20% to $1,200,000. We fully expect this large increase in sales because of two main reasons. First, we expect that our coffee shop will become increasingly popular in our community, due to word of mouth, increased store recognition, and increased store rating and positive feedback on social media apps like Yelp

Café Latte, a new espresso bar, is about to open in Pocatello, Idaho. The business was formed as a limited partnership between three siblings and a friend, Cynthia, Stuart, and Rob Chan, along with Jeff Burns, respectively. The Chans are somewhat knowledgeable about running a business

Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

In general the coffeehouse industry in the United States was experiencing an increase in coffee consumption per capita due to the “Starbucks effect”. At this time Starbucks was operating approximately 20,000 stores in the United States and was living a fast expansion strategy worldwide.

Starbucks provide a large in store seating with free wi fi and a take-out service which only a few retail shops offer. The main target customers for Starbucks are office workers, with enough income, whom are able to afford the high prices of their products (Gaudio, 2003). The company has worked hard to establish itself as the brand leader with its branding as the most frequently drank coffee and noticeable brand logo. Introduction of promotions like the Starbucks Card, allows a more convenient way for a person to
pay for
your
drinks
and
earn
rewards
for
your purchase (Starbucks Coffee Company, 2011).
Furthermore, in‐store
promotions
accompanied
by
new
products and
amenities like free internet use are all strategies that Starbucks use to maintain their position in the market (Vasudha, 2011).

The CEO (Chief Executive Officer), Howard Schultz pointed that the main reason from the decline of “Starbucks Experience” was that the number of Starbucks shops increased sharply from only 1,000 to 13,000 within ten years. Other people considered their brand has been commercialized, and the customers hadn’t had enough enthusiasms to appreciate every moment of their coffee any longer. He suggested that Starbucks should re-find its origin. Nevertheless, his advice apparently was opposite to the