Starbucks: Evolution of a Global Brand

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While the basic coffee business stagnated in the 1970s and 1980s, the specialty segment, consisting of interested, educated buyers who cared about the quality of coffee as well as the service expanded. It remained a fragmented niche market in the 1950s and 1960s...

Gordon Bowker, Jerry Baldwin, and Zev Siegl opened a store in Seattle (Washington) to roast and sell quality whole beans in early 1971. They drew inspiration from a Dutch immigrant, Alfred Peet who had begun importing high quality coffee into the US during the 1950s...

Starbucks product mix in each store varied, depending on the size and location of each outlet. Larger stores carried a greater variety of whole coffee beans, gourmet food items, teas, coffee mugs, coffee grinders, coffee-making equipment, filters, storage containers, and other accessories...

Starbucks was one of the fastest growing companies in the US. During the period 1987 to 2002, the number of coffee shops increased from 17 to 5689. Since it had made its IPO in 1992, Starbucks sales had been growing at a rate of 20% per annum and its profits at a rate of 30% per annum...

Schultz set high standards for the development and construction of company stores. He wanted the design of each space, including layout, lighting, and furnishings, to reinforce the company's commitment to fine coffee products. Starbucks had an in-house team of real-estate managers, architects, designers, and construction managers...

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