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Coffee, A Brief Overview
The coffee plant has two main species. There is the Coffea Arabica, which is the more traditional coffee and considered to be superior in flavor, and the Coffea Canephora known more commonly as Robusta. Robusta tends to be higher in caffeine and...
Coffee For Your Health
Go Ahead…Have Some Coffee… Many of us rely on coffee to get us going in the mornings, wake us up in the afternoons, and prepare us for that special business meeting. Go ahead, have a cup of coffee. It’s much healthier than you may be thinking right...
Organic Decaf Coffees: Healthier Coffees
Enjoy a cup of Organic Decaf Coffees that is healthier and
equally invigorating as its caffeinated counterpart. Decaf
coffee is coffee whose caffeine content has been totally
stripped off through decaffeinating procedures. You can...
The Mystery of Decaffeinated Coffee
Caffeine has become America's most popular drug by far. 90% of Americans consume caffeine in one form or another every single day. Most of it comes from drinking coffee. But if you're a coffee lover who prefers to avoid caffeine, you can still...
Why aren't you using the right Coffee Maker
It's unbievable, but when you start your search for a new coffee maker , you will find a huge variety to choose from. The first step in choosing the right one is deciding what type you want. This depends on what kind of drinks you want to prepare....
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Starbucks Coffee History
To summarize something as phenomenonally successful as Starbucks coffee history might be a challenge. Many volumes have been written on the subject, it is examined and taught in business schools, and whole semesters are dedicated to the marketing genius of the company. The amazing success of Starbuck’s business model certainly deserves commendation if not adoration in the business world.
The story of Starbucks coffee history begins in Seattle in 1971, when three friends with a passion for fresh coffee, Jerry Baldwin, Zev Siegl and Gordon Bowker, opened a small shop and began selling fresh-roasted, gourmet coffee beans and brewing and roasting accessories.
In 1980 Zev Siegl sold out to pursue other ventures. By that time Starbucks was the largest roaster in Washington with six retail outlets. In 1981 the small coffee company caught the attention of Howard Schultz, a plastics salesman that noted the large quantity of plastic drip-brewing thermoses that they were buying from Hammarplast, the Swedish manufacturer that Shchultz represented here in the U.S.
In 1982 Starbucks coffee history was changed forever when Baldwin hired the energetic Schultz as the new head of marketing and shortly thereafter sent him to an international housewares show in Milan, Italy in 1983. Schultz found himself infatuated with the vibrant coffee culture of Italy. While in nearby Verona, Schultz had his first caffe’ latte’ and, as he observed the café patrons chatting and laughing joyously while sipping their coffees in the elegant surroundings, inspiration struck.
In what he describes as an epiphany, the idea hit him, "why not create
community gathering places like the great coffee house of Italy in the United States?" He wondered. This idea would place Starbucks coffee history into the annuls of business journals for decades to come.
However, his idea was not well received by Baldwin as he wasn’t too keen on getting into the restaurant business and distracting him from his original plan of selling whole beans. But he did let him test a small espresso bar in the corner of one of the stores. It was an immediate success and Schultz branched out on his own and opened Il Giornale, a coffee house named after Italy’s largest newspaper, ‘The Daily’.
In 1987 Starbuck’s was up for sale and Schultz raised the $3.8 million by convincing investors of his vision, one hundred and twenty-five outlets in the next five years. Schultz modified the Starbuck’s bare-breasted mermaid logo into a more socially acceptable figure, changed the name of Il Giornale to Starbuck’s and converted the six existing Starbuck’s roasting shops into elegant, comfortable coffee houses. Starbucks coffee history was just was beginning to take shape.
Shultz exceeded his goal of one hundred and twenty-five stores in five years, in 1992 there were 165 cafés in operation. Today there are over 8,000 stores in 30 countries and annual revenues in excess of $7.5 billion.
© Copyright Randy Wilson, All Rights Reserved.
About the Author
Randy works with his son on Ultimate Coffees Info. Randy owned and operated a very successful storefront/mailorder business from 1988 to 2003. Currently full time owner/operator of several online businesses.
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