Why Starbucks Fought For Its Life Without Losing Its Soul

1349 WordsApr 5, 20176 Pages
I personally believe in the joy that a cup of coffee can bring a person. Maybe it’s the addictive aroma, or the feel of the hot coffee filling your body with a pleasant warmth. I can always look forward to starting my day off, with a steaming cup of coffee, I love that even if it 's a cold, dark, and gloomy day outside, a big cup of coffee can get me through the day. I could go on and on about my appreciation and fondness over the drink itself, but I won’t. However, I would like to share with you a remarkable phenomenon that I’ve come to notice, it is other people sharing this experience, this love for coffee, and they do it all across the globe in shops known as “cafes,” or “coffee shops.” And this is exactly what Howard Schultz (The CEO…show more content…
He describes the experience “It was more than just a coffee break, it was theater.” When Schultz returned to the States he presented his new-found discoveries, of what he believes a coffee shop should be like. However, his bosses didn’t share the same belief, that creating a coffee shop with “artistic and joyful experiences” was less as important as making coffee that sells well. So, Schultz quit and he went on to raise money to fund his own coffee shop establishment , “Il Giornale.” The store started very small, with only two, or three employees, to keep labor costs down. Only sixteen months into his new founded company, Schultz found himself in the position to buy his former employers’ small scale coffee shop. To Schultz it was a no brainer to buy the company which first sparked his love for coffee, so he did. And at only thirty-four years old Schultz had one-hundred employees, several locations throughout the city of Seattle, and a dream to create a nationally recognized brand of “Starbucks Coffee.” Howard Schultz didn’t just build a company, he built an empire. Starbucks’ Coffee is a benchmark in the coffee trade, for coffee drinkers and, even non-coffee drinkers. He nursed a small company in the big city of Seattle, to a global
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