Despite having small beginnings in Seattle, Starbucks has quickly become a worldwide icon of the growing coffee culture. Some Starbucks locations around the world have even added their own cultures into the drink flavors; one example of this is Japan and their famous spring season Sakura (Cherry Blossom) drink. No matter where I travel, I can always count on the fact that there will always be a Starbucks around the corner ready to supply its loyal consumers with a caffeinated boost. One of the reasons why I choose to do my paper on this topic is because I have many friends who are frequent customers and often pause our Disneyland outings for a Starbucks break. I also picked it because I know very little about Starbucks “lingo” despite the huge …show more content…
What made this Starbucks an ideal location to me was the fact that it is near a Cinema City, an In-N-Out Burger, between Canyon and Esperanza high school, and a few gyms. With that knowledge, I reasoned that the visiting customers would be diverse both nationality wise and age. After all, the high school students should have been on enjoying their last weeks of summer vacation and a lot of people seem to enjoy an iced coffee post-workout. Unfortunately, I was proven wrong as I began to collect my data. Of the twenty people I observed, 65% of them were Caucasian, 20% were Hispanic, and 15% were Asian. However, I think it is important to add that during the observation time, a majority of the other people I could not include in the chart were Caucasian as well. When guessing the ages, about 55% of the customers were in their early to late twenties, 25% were in their thirties, 15% were in their late forties or older, and lastly 5% was below twenty. Of course this is just a guess, but since he was talking to his mother about funds for books, tuition, and car insurance so I assumed he was a freshman entering college. Luckily they sat at the table next to me, so I was able to observe their interactions easily. They talked about their finances so openly despite being in public, and that was surprising to me because my parents often save that type of conversation for when we get home. Or they would talk in their native tongue, Tagalog, to avoid picking up eavesdroppers in the surrounding area. I listened as the mother made a deal with her son, saying she would only pay as long as he earned good grades because college should be an investment for her money as well. Female #10 seemed very old fashioned in her mannerisms and as she talked with her son. One specific instance is before she left, she made her way back to the counter just to thank the employees and baristas. Because
Wandering in Seattle, you can see a lot of people holding a cup in their hands. What are they all drinking? Coffee! The smell of coffee may represent one of the Seattle’s tempting scent. People in Seattle have a great fancy of coffee. It might because of the rainy days in Seattle, coffee might be seen as an element to enliven the dank life. Also, it might because people here are really relaxed. Coffee has already entered into the spirit of Seattle. Coffee shops scatter in every corner of Seattle. People always like to bring magazines, newspapers, and laptops there for reading, chatting, surfing the internet, and working. Enjoying the wonderful atmosphere in coffee shops after the busy work is a wonderful way for people to relax themselves. The coffee culture has promoted economic consumption level in Seattle. The annual coffee consumption in Seattle is huge, and Seattle is the origin of the world’s largest coffee shop chain, Starbucks. It was first opened in Seattle in 1971 with an invisible shop in the Pike Place. But nowadays, Starbuck owns more than 6000 branches all over the worl...
To achieve the quest of improving the customer experience, they are providing the customers with extraordinary service, a friendly environment, and high-quality products. The customer’s experience with Starbucks has defined their visits with the saying, “one cup at a time, every day” to indulge their visits. This statement led the company to adopt their mission statement of, “To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time” (Starbucks Corporation,
In a supply chain, distribution means the steps required to move and store a product from supplier stage to customer stage. It is an important driver for overall profitability of a company because it affects both the supply chain cost and the customer experience directly. (Chopra and Meindl, 2010, p68) A typical distribution network of coffee distribution system is like this (Starbucks Coffee Company, p22):
Plan of Study The plan for this study was to observe the patrons of Starbucks of Ocean Township. I have a history as a customer of Starbucks but had only patronized this particular Starbucks twice within the last 9 months. I had assumptions of who might be patronizing the store, how the baristas might behave, and that these considerations were factors that might affect the trustworthiness of my data analysis. I planned to situate myself in an unobtrusive location where I would be able to blend into the environment and observe individuals and groups while listening to their discourse.
Starbucks is currently the industry leader in specialty coffee. They purchased more high quality coffee beans than anyone else in the world and keep in good standings with the producers to ensure they get the best beans. Getting the best beans is only the first part, Starbucks also has a “closed loop system” that protects the beans from oxygen immediately after roasting to the time of packaging. They did this through their invention of a one-way valve which let the natural gasses escape but keeping oxygen out. This gave them the unique ability to ensure freshness and extended the shelf life to 26 weeks. Starbucks isn’t only about the coffee, it’s also about a place where people can escape to enjoy music, reflect, read, or just chat. It is a total coffee experience. The retail outlet has been responsible for much of Starbucks growth and has contributed substantially to their brand equity.
Another question in which was asked of me was; what do the customers order? Since my scan was done at night most drinks that where ordered where hot. Also some people would order a pastries with there drinks in which could be a coffee cake, or a chocolate espresso browny, or one of the other pastries in which where offered. People ordered many different types of drinks such as hot chocolate, vanilla crème, and coffee. An item in which people also order but was rare is the sandwiches in which Starbucks makes daily. While listening to what people order there was a coffee language in which was used a lot and one that every customer knew, this language was the language in which told the employees what size of drinks they wanted.
Many people start his or her day with a cup of coffee. Coffee franchisees are growing around the world with coffee being one of the most popular drinks. A Colombia franchisee Juan Valdez is a growing franchisee in the United States specializing in coffee.
In 2003, Starbucks was listed as one of the Fortune 500. Despite the ongoing recession, the company had managed a 31% increase in net revenues for the year. This was reasonable, considering they only spent about 1% of total sales on marketing. All of this, coupled with the fact that they were popular with customers and employees, was a sure recipe for success.
For my observation I went to the Starbucks in Belton right after school. While I was there I looked at what kind of people were there, and how their conversations differed. My studies showed how people can have completely different interests based solely on their age. I also paid special attention to the kinds of drinks that people ordered; along with how they spend their time while they are there. It was fairly cold that day which impacted what people ordered, and what they were wearing.
As I drive to Starbucks, small strikes of lightning strobe the sky, and rain pours down from overhead. Scattered showers had been occurring throughout the hour, and dark clouds covered the sky. The rain brought a mugginess to the already hot air, which was contrast to the previous week’s cold temperatures. It is a Monday night, around 7:30 pm, and the parking-lot is crowded with minimal parking available. The Starbucks is situated in a strip of stores, which includes a Great Clips, AT&T, and Penn Station.
The coffee shop I decided to do my observation was the well known Starbucks just a couple blocks away. The reason I chose this coffee shop was because of it 's style inside, it attracted me. For example, one side of the wall has a glass top, and the lower part of the wall, made of wood and painted in a bright red color, which was one thing that attracted me and stood out. Outside of the shop people can actually see through the glass wall and get to see what’s happening inside of the coffeeshop. By the entrance you see these two red ceiling lamps which were shaped in a flower bud and these two tall green plants. Once you were in, on the right of the shop there was a counter with food and things to put in your drinks such as milk, sugar, chocolate, etc and the colors and how the food was displayed and served was appealing to my eyes. Behind that counter there was a long table with different electronic devices plugged into the wall. On the middle of the those there is a fridge just for ice and when I turned to the other side and I noticed a big menu on the wall. Further more into the shop, there was an area filled with tables, chairs, and sofas. The tables were in different shapes, one was round and the others rectangular, also there was four bamboo baskets and I looked around and noticed that the walls in that area were decorated with paintings.
Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).
Preliminary Starbucks – one of the fastest growing companies in the US and in the world - has built its position on the market by connecting with its customers, and creating a “third place” beside home and work, where people can relax and enjoy themselves. It was the motto of Starbucks’ owner Howard Schultz and, mostly thanks to his philosophy, the company has become the biggest coffee drink retailer in the world. However, within the new customer satisfaction report, there are shown some concerns, that the company has lost the connection with customers and it must be taken some steps to help Starbucks to go back on the right path regarding customer satisfaction. I will briefly summarize and examine issues facing Starbucks. Starting from there, I will pick the most important issue and study it from different positions.