It’s on everyone’s lips today Starbucks, in its early years was a retailer selling coffee beans. The partners, and not the founders, have a share in the growth and becoming such a world-famous coffee chain.

Explaining how Starbucks, which we see step by step, evolved from a small store to this one Let’s take a closer look at these marketing initiatives.

The company was founded in collaboration with three friends.

Jerry Baldwin, Gordon Bowker and Zev Siegl Founded by three friends called Starbucks in Seattle in 1971, Starbucks’ sole purpose was to produce good coffee and tea. The professions of the three friends, who had nothing to do with this sector, differed from each other. Another friend of mine, who had a degree in literature and English, was also a writer.

All three friends united around the idea of ​​opening a store, created capital and got to work. First, here’s that famous store It opened in Washington on March 30, 1971. Three friends who are in the dark when it comes to names, Inspired by Moby Dick They decided to put Starbucks. The logo, which became the symbol of the company, resembled a mermaid in relation to maritime.

With its unique logo and name, the maritime tradition of the first coffee traders would always be remembered.

The company still exists today Howard Schultz, CEO, is the main name that Starbucks discovered and expanded. It all started when he discovered Starbucks while working another job in 1981. The story of how Howard Schultz met Starbucks began when he came across a small company that was placing large orders for the filter coffee equipment of the company he worked for. As general manager responsible for Swedish designer kitchenware. Because of this curiosity, Schultz leaves New York for Seattle.

Schultz, taking his first step into Starbucks, noticed the sign at the entrance. of the delicious coffee aroma It is not known whether he was influenced by the sharp taste of the first Sumatra coffee he drank. But from his first visit, Starbucks captured his heart and he thought it should be part of this story.

those times There is no widespread coffee culture in America and quality coffee was quite hard to find. Although electric coffee machines were used all over the world, the fact that this shop produced coffee from a plastic cone placed on a thermos greatly impressed Schultz.

Schultz had several dreams for the company and strove to make them come true.

Howard SchultzAs he told three friends he wanted to be part of this team, he also conveyed the ideas in his head. However, none of the three friends viewed this offer positively.

Schultz’s unyielding attitude Here too he must have shown himself clearly, because he did not give up until his ideas were accepted. Although he said the company could grow and develop, the founders were not enthusiastic about the idea; They even thought it was impossible.

Naturally, the reward for all these efforts could not go unrequited. After a while, Schultz convinced the founders and joined the company as a sales and marketing manager. This was his first and most important step towards growing the company. Because from now on, he becomes a partner in the company by buying a small share, and as we know today, he becomes a partner in the company. He would start Starbucks.

Schultz made a short trip to Italy and experienced the coffee culture there.

We can say that Starbucks owes a significant part of its expansion to the coffee secrets that Howard Schultz discovered during his trip to Italy. During his time in Italy, Schultz studied the local coffee culture, and with this experience he led a new coffee adventure when he returned to the United States. Italian coffee shops, common in America from the roadside coffee culture He realized they had a different approach.

Cafes for Italians; Not just places to buy drinks, They were also a way of life. A specially prepared glass of espresso before going to work in the morning was an indispensable part of their daily ritual.

The cafe employees were not only professionals, but also masters in the art of coffee making. Schultz, He understood the social relationship Italians had with coffee.

In particular, the abolition of the cup of coffee culture created a completely different culture.

Howard Schultz Of the Italian cafe experience shaped by inspiration Starbuckscontinues to offer coffee lovers a new taste experience today. Without Italian espresso, Starbucks might still be a beloved local coffee bean shop in Seattle.

Howard Schultz returned from Italy full of enthusiasm with new ideas, but did not receive the support he expected from his friends. To them, Schultz was just an enthusiastic marketing manager Starbucks is not a restaurant, They argued that they could not provide such a service.

There was actually another plan behind their rejection of Schultz’s idea. Jerry considered purchasing another coffee chain and merged Starbucks by acquiring this coffee shop. This coffee shop is located in San Francisco today.It was Peet’s coffee and tea and over time it became Starbucks’ biggest rival.

The purchase of this coffee shop, which previously had a close friendship with Starbucks, caused Starbucks to encounter financial problems.

This situation, While the ideas that Schultz brought with him from Italy remained in the background The idea of ​​merging with Peet’s Coffee also made employees uncomfortable; Bonuses were not received, order was disrupted and employees brought the situation to the point where they called for a union.

Over time, the relationship between employees and management within the company had weakened. But after a painful period, the new store opens in downtown Seattle He could get permission to conduct a trial.

This place is known as Starbucks’ first coffee shop and was Starbucks’ first experience. Customers who came here were curious about Italian coffees and started tasting them. Arrived at the store completely on the first day. 400 guests Word is he is coming.

This was the largest figure Starbucks had ever achieved. To Schultz this was very flattering; because it helps people What does it mean to enjoy coffee in addition to good coffee? He wanted to show it too.

Combining these desires under one roof, he decided to establish his own coffee shop.

The planning process took several months; However, Schultz’s friends, Gordon and Jerry, the founders of Starbucks, supported him in this decision. Jerry Baldwin will start Schultz’s new company He offered to invest some of the money he would receive from investors.

Gordon says the name of the new coffee shop is “Giornale” He suggested so. Schultz, who believed he could start the company with the support of two friends, was disappointed again. Because in March 1987, important events took place that changed the fate of Starbucks.

Jerry and Gordon decided to sell their coffee shop in Seattle. Schultz wanted to buy the shares for sale, but his financial resources did not allow him to do so. Because for the new store It had exhausted its resources of $1.25 million. put up for sale A $4 million fund for Starbucks It was necessary.

After these financial problems, Starbucks’ trajectory evolved in a very positive direction.

In 1987, Schultz Acquired the Starbucks stores in Seattle through the Il Giornale company. This gave Schultz the opportunity to bring his original vision and coffee culture to Starbucks.

Schultz turned Starbucks into more than just a coffee shop Provides a high-quality coffee drinking experience He wanted to make it a brand, and that’s what he wanted.

The Giornale company gained momentum in a short time with its new concept. Schultz named the company Starbucks company and in a short time he expanded Starbucks as much as possible with his new ideas and management approach.

The Starbucks coffee chain was founded in the mid-1990s It began to spread across America. In addition to new stores, a wide range of different types of coffee, special drinks and snacks was created.

Starbucks, which has expanded into international markets over the years and become a global phenomenon, has become a meeting point for coffee lovers.

Company; sustainability, fair trade and environmental responsibility Although it attracted attention with the steps it took on these issues, it continued to improve people’s coffee culture and provide a unique experience.

in 1987 Schultz took over management of Starbucks; He dreamed, he didn’t give up and he achieved it. After a long and difficult process, he turned the company into the largest coffee producing brand in the world.

This Starbucks story is an example of how a company can grow and develop from a small retailer. Nowadays worldwide has thousands of branches Starbucks; It stands out because of the different types of coffee, special drinks and original concepts.

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