The Rise of Starbucks Essay

Words: 1969
Pages: 8

The Rise of Starbucks The Starbucks Corporation has enjoyed phenomenal growth since its early days in 1971 as a quaint coffee shop in Seattle, Washington. The rise of Starbucks can be directly attributed to the following factors; the emphasis placed on product quality, high employee standards, and creating the perfect cup of coffee. How a small idea became a huge business. Growing up in Brooklyn Howard Schultz had no aspirations. His only goal was to escape the struggles his working-class parents lived every day (Schultz 107). Eventually, Schultz discovered his talent for sales, and was hired by a Swedish housewares corporation. By age 28, he was vice president in charge of sales in the United States. He has an excellent salary, a …show more content…
“Brewing the Perfect Cup” is one of the 5 classes that all partners must complete during their first six weeks with the company. (Reese 192). The milk must be steamed to at least 150 degrees but never more than 170 degrees. Every espresso shot must be pulled within 23 seconds or tossed (192). All the drink making technicalities are dispensed within “Retail Skills”, an eight hour marathon of lectures, demonstrations and hands on practice. They demonstrate how to wipe oil from the coffee bin, open a giant bag of beans, and clean the milk wand on the espresso machine (192). The employees are showed the proper way to fill one pound sacks with coffee and how to affix a sticker exactly one half inch over the Starbucks logo (192). All these factors seem to contribute to the quality of the coffee. Due to the rapid success of Starbucks, it inspires dislike. Probably the biggest concern about the future of Starbucks is that it won’t be able to keep it up. (Reese 200). With Starbucks going over seas: Two Starbucks opened in Japan and Singapore. Some doubt whether the company can maintain its rigorous standards (200). Starbucks’s aggressive real estate stratagem allows it to accumulate prime properties and “cluster” its stores. By locating two or more outlets near one another, the company can attract spillover from its own stores during busy hours. The method also