Starbucks is a Coffee house chain. It was founded in 1971 in Seattle, United States. The name of the company is from the combination of the name of mountain that is in Seattle and the name of a mate in “Moby-Dick” written by Herman Melville. The philosophy is to make a comfortable place for employees and consumers and provide first-class service and coffee. They have not changed so much from the beginning. Starbucks was a normal, small coffee company at that time but they got a big chance to improve in 1986. It started a take out system for students and workers and it was successful. In that time, the main menu was espresso, which was more Italian style coffee because it was fashionable. Starbucks tried to be stylish, friendly and comfortable for consumers. Today, in 2007, there are about 15,011 stores in worldwide and it is still increasing. And it started to consider ecology. For example, to sell their own mugs and reuse it instead of plastic cups.
The main product is coffee and also the company sells some products that relate to coffee; coffee cups, coffee beans and thermos bottles. The feature of menu is espresso, to be able to take out, and the consumer can order in detail; like they can choose even the kind of milk. There are over 30 menus including drinks for kids. Today, we can buy Starbucks coffee in the convenience store. There are four flavors which are popular in the shops. The thermos bottle is also famous. Each country and prefecture has the different design, which relates to the characteristic of the place. For example, thermos bottle, which is sold in Tokyo, is with Tokyo tower motif. Also, Christmas season sells the special thermos bottle that is with a Christmas motif. All shops are designed similarly. The characteristics are an interior with chairs and light that makes people want to stay longer, friendly service and an open terrace. The open terrace is for consumers who smoke because inside is a non smoking area. The atmosphere is very fashionable, but green brown are the company colors that help to make people comfortable. And also headquarter uses their colors, too.
The logo uses Seiren that is a mermaid in Greek mythology. She relates to sailor that has connection to the Starbucks’ name of origin. The color is green and black. One can see many logos but there are not many advertisements by TV commercials and magazines etc. Starbucks uses billboards, transportation and to attract sense. For example, attracted by the coffee smell, people pass through Starbucks buy the coffee. The uniform is very simple and fashionable. People who work there wear black polo shirts and green aprons that are the same color with logo. They are modern casual style, which gives the friendly feeling to consumers. They are very simple but the apron’s color is pretty strong so it is easy to notice it is Starbucks uniform.
Starbucks improved a lot in 30 years and it is still developing now. It is making new products, which do not relate to coffee so it is expanding.
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