A love affair exists between Americans and a good cup of coffee. Over half of the population drinks the beverage each day, with a coffee shop on almost every corner in all major U.S. cities. We like the taste, energizing effect, and social custom. A cup of coffee can facilitate a friendly meeting, studying, a casual date, or a late night conversation. The current explosion of gourmet coffee shops serving lattes, espressos, and cappuccinos, has evolved from the largest coffeehouse company in the world, Starbucks.
The company name is derived from Starbuck, Captain Ahab’s first mate in the novel “Moby-Dick”, and a turn-of-the-century mining camp (Starbo) on Mount Rainier. In 1971, three partners with the idea of selling coffee beans and equipment opened the original Starbucks at Pike Place Market in Seattle, Washington. Howard Schultz, CEO of the company, joined Starbucks in 1982. He formulated the brilliant idea of selling coffee and espresso drinks along with beans, after a visit in Italy. The three partners sold the chain to Schultz in 1987; the company began to expand rapidly and today the U.S. contains round 11,000 stores and the remaining 4,000 globally (Starbucks, 2009).
The company experiences controversy with the characterization that Starbucks only sells high priced specialty drinks, which provoked the business to brainstorm on an plan to recast itself as an affordable brand. In spring of 2009, a new line of value meals emerged, called “breakfast pairings”. The meals include coffee and either an egg sandwich, cup of oatmeal, or coffee cake. Each meal costs consumers $3.95, which will be a savings of $1.20. Starbucks also offers different types of discounts for regular and infrequent customers (Miller, 2009). Recently announced in the news, Starbucks launched its new breakthrough Starbucks VIA Ready Brew coffee on September 29, 2009. Starbucks VIA is 100% natural roasted Arabic coffee in an instant form that is rich, just like a fresh-brewed cup. Available in Italian Roast and Colombia, the suggested retail price for the U.S. is 2.95 for a three pack and 9.95 for a 12 pack, making a great cup of Starbucks coffee affordable for less than $1 dollar each. Progressive Grocer magazine in the U.S., voted Starbucks VIA as the “Best New Consumer Product” (Starbucks Newsroom, 2009).
In July 2008, I was first introduced to Starbucks coffee at Snowshoe Ski Resort, in West Virginia. Since then, I have been enjoying the taste of their mocha lattes, plus specialty flavors during the holidays. Unfortunately, the location of my current residence is forty-five minutes away from the closest store, justifying my need to splurge during shopping trips. I embrace the love for coffee and in the future will remain a loyal customer of Starbucks!
Miller, Claire. (2009). Starbucks addresses the price issue, and breakfast. The New
York Times. Retrieved October 12, 2009, from http://www.nytimes.com/2009/03/03/business/03sbux.html?_r=1&pagewanted=print.
Starbucks. (2009, October 12). Wikipedia. Retrieved October 12, 2009, from http://en.wikipedia.org/w/index.php?title=Starbucks&oldid=319411017.
Starbucks Newsroom. (2009). Starbucks VIA ready brew arrives….coffee experience. Retrieved October 12, 2009, from
http://news.starbucks.com/article_print.cfm?article_id=271.
The company experiences controversy with the characterization that Starbucks only sells high priced specialty drinks, which provoked the business to brainstorm on an plan to recast itself as an affordable brand. In spring of 2009, a new line of value meals emerged, called “breakfast pairings”. The meals include coffee and either an egg sandwich, cup of oatmeal, or coffee cake. Each meal costs consumers $3.95, which will be a savings of $1.20. Starbucks also offers different types of discounts for regular and infrequent customers (Miller, 2009). Recently announced in the news, Starbucks launched its new breakthrough Starbucks VIA Ready Brew coffee on September 29, 2009. Starbucks VIA is 100% natural roasted Arabic coffee in an instant form that is rich, just like a fresh-brewed cup. Available in Italian Roast and Colombia, the suggested retail price for the U.S. is 2.95 for a three pack and 9.95 for a 12 pack, making a great cup of Starbucks coffee affordable for less than $1 dollar each. Progressive Grocer magazine in the U.S., voted Starbucks VIA as the “Best New Consumer Product” (Starbucks Newsroom, 2009).
In July 2008, I was first introduced to Starbucks coffee at Snowshoe Ski Resort, in West Virginia. Since then, I have been enjoying the taste of their mocha lattes, plus specialty flavors during the holidays. Unfortunately, the location of my current residence is forty-five minutes away from the closest store, justifying my need to splurge during shopping trips. I embrace the love for coffee and in the future will remain a loyal customer of Starbucks!
Miller, Claire. (2009). Starbucks addresses the price issue, and breakfast. The New
York Times. Retrieved October 12, 2009, from http://www.nytimes.com/2009/03/03/business/03sbux.html?_r=1&pagewanted=print.
Starbucks. (2009, October 12). Wikipedia. Retrieved October 12, 2009, from http://en.wikipedia.org/w/index.php?title=Starbucks&oldid=319411017.
Starbucks Newsroom. (2009). Starbucks VIA ready brew arrives….coffee experience. Retrieved October 12, 2009, from
http://news.starbucks.com/article_print.cfm?article_id=271.
Hi Brandi, I love Starbucks too - especially during the holidays. Today I had a pumpkin spice latte YUM... I am also happy they are offering healthy food choices as well. I love their oatmeal breakfast which I eat often. Who would have ever thought that a coffee shop would be so popular? Now they need to evolve to a coffee shop that allows local musicians to play their songs -- kind of like a retro coffee shop.
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