Contemplated as the main archetype of “second wave coffee” Starbucks is the American coffee house. It was first established in the year 1971 in the city of Seattle which was in Washington. It is widespread worldwide covering 27339 places. Why people found it so different from other places that serve the coffee throughout the United States is that it had a completely different test for coffee serving the best quality and the service they provide to the customers was appreciated by everyone. It had a freshly roasted dark coffee that became very popular and this is what Starbucks was known mainly for. In the year of 2000 company that considered making coffee as artisanal work related to food started attracting people who liked good quality coffee. They did so by roasting the lightly and brew them by hand. But as time changed the Starbucks has started using machines such as espresso machines that are fully automatic to make coffee. This provides more safety to the Employees too. Just like this website provides safety to the trader, check this out.
The Starbucks story offers an important object lesson in the dangers of growing beyond the identity that made you famous.
I’ve not had many bad experiences in a Starbucks (by my count, only one), but people in the know tell me the “experience” has really gone downhill. The community and familiarity one could once apparently get in a Starbucks has been replaced with an atmosphere more befitting a commodity.
Perhaps sensing a problem with this move away from experience to commodity, Starbucks said goodbye to CEO Jim Donald and replaced him with the guy who helped make them famous in the first place, Howard Schultz.
One of Schultz’s first acts of business was to announce that Starbucks would slow its domestic growth and redirect that capital to international expansion.
If that is all it does, however, it won’t be enough. If an in-store experience is bad, simply building new stores more slowly isn’t going to fix it.
Any company that outgrows its identity needs to spend some effort refocusing its energies on developing its existing assets to get them up to an acceptable — even extraordinary — level.
I don’t know for certain what this means for Starbucks, but they have only a short time to figure out exactly what they stand for. McDonald’s threatens to enter the specialty coffee business. Against a distribution network of that size, Starbucks faces the prospect of a significant price war if all they offer is a good cup of joe.
It won’t be too long before McDonald’s offers wireless access, too.
Oh, wait. They already do. – Cam Beck