Starbucks History : Starbucks 's Coffee

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Starbucks History Starbucks began in 1971 when the first store opened in Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea to start a coffee store from Alfred Peet (of Peet 's Coffee fame). The store originally only sold coffee beans and coffee making equipment (History of Starbucks, 2013). Ten years later, current CEO and chairman of Starbucks, Howard Schultz was so impressed by his first taste of coffee, he urged Baldwin to hire him. As Director of Retail Operations, he believed the company should expand to selling drinks along with the beans and machines. Unable to convince the owners, Schultz decided to create his own coffee bar in Seattle. In 1986, the owners of Starbucks sold the company to Schultz and his…show more content…
The brand has also spread into grocery and retail corporations with small locations inside for shoppers to enjoy. Starbucks expects to double in capacity and presence from 800 to 1,500 worldwide locations by 2015 (Starbucks to Try Tasting Room, 2014). Starbucks Logo Starbucks’ logo is an image of a twin-tailed mermaid, or siren. Over the years the logo has changed four times from the original logo that was created in 1971. Originally, the logo depicted a siren who was topless and had a fully visible double fish tail (The Insider, 2006). Starbucks wanted the logo to symbolize the attractive and seductive quality from coffee. The logo then changed in 1987 to a more conservative image. The color of the logo was also changed from brown to green, to show the growth and future of the brand. In 1992 only the face and tail of the siren were visible. Finally in 2011, the current Starbucks logo used today was changed so that the word ‘Starbucks’ was no longer visible and the image of the siren was enlarged (History of Starbucks, 2013). Strengths: Starbucks operates and competes mainly in the retail coffee and snacks industry. Over time the brand identity of the company has grown, allowing for most people to instantly connect the business with high quality coffee and service (Lee). The coffee shop is also known for its unique atmosphere and drinks, as well as its free Wi-Fi and music. The company has expanded into the technology
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