PREFACE Throughout sixth grade, I was told that drinking coffee would stunt my growth. Being that I was only 4’11, I was not taking any chances and would only order a hot chocolate when going to any coffee chains. Then my best friend introduced me to a glorious cup of mocha frappuccino and I was hooked. I started off with one sip and that one sip turned into two, and two turned into a cup, needless to say, I was addicted. At first, I would only go to Starbucks for a drink, and then I found out there was free wifi and that changed everything. Ten minutes in Starbucks turned into four hours. I soon started to meet up for study sessions and wrote many of my high school essays there. With the combination of the strong coffee aroma and smooth …show more content…
There was a line that extended from the counter to the streets. Every table and seat was occupied by students, professors, an Atlanta residents. It took Mariana and me nearly fifteen minutes to find a place to sit. Surrounding the atmosphere, was a combination of the sounds of customers ordering, employees yelling out orders, students chit-chatting. In the faint distance, there was Jazz music playing and coffee beans grinding. The overall color scheme of this Starbucks is black, gray, white and three different shades of brown. The architecture is very modern and the colors gave it a very chic appearance.
Wooden square and circle tables are evenly placed throughout the room. Near one of the windows are sets of armchairs, and on the opposite side, armless couches line the wall. Above the couches, hanging on the gray wood-like walls are eleven art pieces. As I walk toward the register, there is a large display of Starbucks merchandise. On these shelves are Starbucks travel cups, mugs and coffee grinds from Kenya and
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My observation proved my thesis to be true. No matter how loud it gets, people are still able to continue to work and maintain a great level of focus.
OBSERVATIONAL DATA AND ANALYSIS
Observation II: A lonely Saturday afternoon, October 7 ( 1:46-2:46)
Observations:
There were no customers in line. There was only one employee working and a total of ten customers working at the tables. For the first time ever, I could clearly hear the Jazz music playing, the coffee beans grinding. It was so quiet, that one could hear the drop of a pencil. There was little to no chatter, everyone who was there was vigorously working on their laptops and took small stops to sip on their coffee. The display of pastries was completely empty. The most entertaining part of this observation was watching the Starbucks employee singing and dancing to the music.
Analysis:
Due to the lack of customer, my presence had a small impact on my observation. Being on the ten customers in the cafe, the employer felt the need to engage with me. Through my observation, my thesis remains the same.
INTERVIEW OVERVIEW:
Interviewee Name: Mark,
When people walk into a coffee shop the powerful aroma of coffee beans and delicacies fill their nostrils. The monotone walls and chestnut brown tables fill their sight. Soft hushed whispers heard above smooth jazz music fill their ears. Millions of people enter a coffee shop in the morning to function throughout the day. Amongst the shops where the coffee lovers go to, Dunkin Donuts and Starbucks are by far the most popular. Dunkin Donuts and Starbucks are two largest chains that specialize in coffee. They have many competing factors that compel customers to purchase coffee and food items at each place. Overall, Dunkin Donuts is less superior in its products, appearance, and services compared to Starbucks.
Starbucks in today’s date is the world’s largest coffee chain. The brand which was founded in 1971 has established itself as the world’s leading specialty coffee brand with its more than 13000 outlets in 39 countries. The company has had an impressive record of sales and growth also. Something that differentiates Starbucks from others is its coffee as well as the special Starbucks experience. Starbucks serves more than just coffee. It is also known for the relaxing ambience where the customers can relax and sip with their friends. Starbucks is famous for its genuine service, inviting atmosphere and of course superb coffee. The company is committed to quality and it is due to its commitment to quality that its product pricing is also premium. However, despite the premium prices of its products the brand is loved around the world by the customers for the quality of products that it serves.
People. Starbucks asserts that the café service for people, so the employees are really important. When the company select new employee, it pays more attention on persons with good manners and good affinity. Besides, most of them are young, they full of energy and have great ability of accepting new
After all thousands of years of traditional tea drinking cannot easily be broken, for example, instead of offering flavored frappacinos and caramel macchiatos like we have here in the united states, Starbucks developed a range of Chinese tea’s flavors, such as green tea-flavored coffee drinks, that appeal to local tastes and began selling traditional desserts like Mooncakes. Another reason why Starbucks in China has become so successful is the cultural difference between American and Chinese consumers. The American consumers is always on the go and have the need to get their food and beverages as quickly as they can, Starbucks now lets consumers order their coffee with a mobile app and have ready to pick up in the store without waiting in the line. And the clients who do decide to have their coffee in the store are in a corner working on their laptops as a "Do Not Disturb Sign" going on with their business without interruption. In China however, Starbucks has a become a ideal social setting to meet up with friends and family. With chic modern interior, comfortable seating, and upbeat music, their locations appeal to the younger
One of the main problems which Starbucks is currently facing is the watered down “Starbucks experience”. Over the years the baristas and the atmosphere of Starbucks locations have lost the appeal which they originally possessed. The baristas which work at Starbucks have lost their personal touch of customer service, as well as the connection which should be made with the customers. If baristas were taught how to properly make drip coffee, engage the customer, teach them about the product which they are consuming, etc. then the company could bring back the original vision. A passionate barista which knows about the product has the ability to teach consumers, as well as share the craft that is roasting coffee. Another problem which has occurred over the years is the lack of pos...
Starbucks did not escape the common practice of adapting and integrating the business to different geographic regions, but they did stick to their guns when it came to their standard product line-up and their no-smoking policy. Surprisingly, these conditions were met with wide acceptance. Analysts felt the real challenge would be in the European marketplace, what with coffeehouses on every corner to compete with. Again, the stores did very well, mainly because of the newer, cleaner environment they provided compared to the older locations of established houses.
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).
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,
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.
The first question in which is asked of me for this assignment is, what is the demographic make-up of their customers? During my scan at this particular Starbucks the average age of each customer was from the low to mid-twenties, but then there are the occasional older folks in which would bring in there children of which where the ages of twelve and younger. When asked about the ethnicity of which the customers are, Starbucks holds no boundaries to that question. During my stay there where many races in which where there such as Hispanics, Caucasians, African-American, and there where also other races in which I do not even know the name of in which where there. The socio-economic level of most customers seemed very high, it seemed as if everyone there is well educated and it seemed as if most people in which where there are attending college our have attended college.
Great quality products, customized, served in clean, convenient placed stores for everyday coffee, friendly and fast serving, everything in a pleasant atmosphere - these were just few factors that lead to the great success of Starbucks during the nineties. Their USP was a place where every American could escape from home or work, for a coffee drinking ritual; high quality coffee, according to each customer's taste, served in a special, intimate ambience. Their image was supposed to appeal to anyone, being based on the idea of community, "exploiting" the need of people to interact with each other, in a "third place", away from home or work.
I observed 15 things people said from each Starbucks location and only 1 per group / meeting. I documented the context, location, the statement that was made, and the gender of the person making
One of my favorite places located along Fifth Avenue is Starbucks, a coffee shop offering many different types of coffees, teas, and snacks. I frequently find my way down to this coffee shop after school meetings, on weekends, or on days when I just ne...
As we know, Starbucks has made a name for itself making and selling coffee and specialty coffee drinks. It has made its biggest impression by becoming the espresso expert and public educator of how to make the perfect espresso; "Roasters" of the company are trained for one year.
Starbucks is a worldwide company, known for is delicious brews of coffee and seasonal varieties of tasty drinks for any occasion. Starbucks opened with two main goals, sharing great coffee with friends and to help make the world a little better. It originated in the historic Pike Place Market of Seattle, Washington in 1971 by Jerry Baldwin, Zev Siegl and Gordon Bowker. The creation of Starbucks’ name came from the seafaring tradition of early coffee traders and the romance evoked from Moby Dick. At the time, this individual shop specialized in the towering quality of coffee over competitors and other brewing services enabling its growth to becoming the largest coffee chain in Washington with numerous locations. In the early 1980s, the current CEO Schultz saw an opportunity for growth in the niche market. After a trip to Italy he brought back the idea of a café style environment of leisure and social meetings to the United States we now see in Starbucks locations today. Schultz ultimately left Starbucks to open his own coffee shop, Il Giornale which turned out to be a tremendous success. Fast forward a year later, Schultz got wind that Starbucks was going to sell all their components of Starbucks including their stores and factories, he immediately acquired the funds to buy Starbucks and linked both operations. Within five years he was able to open more than 125 stores starting in New England, Boston, Chicago, and gradually entered California. He wanted Starbucks to be a franchise system based on the mission of telling the truth and emphasize the quality,