Howard Schultz: Raising the Standard for Coffee
The name Howard Schultz is synonymous with coffee and caffeine-fueled energy. But when Schultz opened the first Starbucks coffee house in Seattle, Washington in 1971, he didnt have visions of coffee domination dancing in his head. He simply sought to bolster a business selling high-quality coffee.
At that time, most people thought of coffee as an everyday commodity, enough to get through the day but not something special to savour. Schultz observed that the Italians he encountered in Milan luxuriated over the taste of coffee. He wanted to recreate the sense of pleasure associated with the coffee-drinking experience in his own café.
Schultz didnt set out to be an entrepreneur, nor did he come from a business background. He wasnt even a coffeehouse connoisseur - at that time, he had only had one cup of espresso. Despite this, Schultz was determined to be successful and had a tremendous knowledge of the business of coffee.
Between the years 1971 and 1987, Starbucks opened a total of four stores and the menu featured the typical selection of drip-brewed coffee, espresso, cappuccino and other hot beverages. But it wasnt until Schultz acquired the existing business in 1987 that the Starbucks experience evolved into the successful global enterprise we know today.
The first Starbucks Starbucks store opened in Pike Place Market in Seattle in 1971 has become an iconic landmark. Because of Schultz, this store has become an integral part of the Starbucks experience, and a symbol of the companys commitment to quality and customer service. It is a tribute to Schultzs vision that this store still serves up excellent cups of coffee and has become a must-visit tourist destination.
In 1987, Schultz borrowed the money he needed to purchase the existing Starbucks operations and began his journey towards creating the modern coffeehouse. His plan was to use top-notch design and first-class customer service to create an experience like no other. He believed that people should be able to order specialty beverages like latte and cappuccino without having to be familiar with the Italian terms for them.
He equipped his stores with trained baristas that could recommend a drink suitable for their needs and preferences. He updated the menus and adjusted the pricing structure for the better. He built relationships with local farmers to ensure the best beans were being used in Starbucks stores. He hired the best talent and incentivized them to drive the business forward.
Schultzs renovation of Starbucks was successful, thanks in part to the creative approach he took to marketing. He enabled customers to purchase specially made mugs and coffee beans at Starbucks stores and offered free samples of coffee and espresso to new customers. This marketing mix helped to bring more customers through the doors and these customers in turn told their friends and colleagues, spreading the word about the exceptional coffee and customer experience at Starbucks.
Today, Starbucks is a global powerhouse in the coffee world. Over the past few decades, Schultz has changed the way the world drinks coffee by making specialty coffees accessible and appealing to millions of consumers. He continues to use his expertise to advance and protect the Starbucks brand as well as to pioneer new business initiatives and technologies.
With his unwavering commitment to excellence and innovation, Howard Schultz has forever changed the way people think about and enjoy coffee. His forward-thinking and ambition have been influential and inspirational, serving as an example of what entrepreneurship and dedication to customer service can accomplish.
