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  • The story of Starbucks began here at Seattle's historic Pike Place Market, where three friends opened a little specialty coffee store in 1971.

  • They sold whole bean coffee from places like Colombia, Indonesia, and Ethiopia.

  • Coffee they roasted themselves and hand-scooped into paper bags.

  • To name the place, they look to the nearby waterfront for inspiration.

  • They chose the name Starbucks, evoking a character from the classic novel, "Moby Dick".

  • For the logo, they chose a siren as alluring as the coffee itself.

  • Ten years later, a young New Yorker named Howard Schultz traveled to Seattle and walked down the market's cobblestone streets for the first time and into Starbucks.

  • From that first sip of Sumatra, he became entranced with the coffee and the company and joined in 1982 as the Director of Operations and Marketing.

  • Another year, and another cobblestone road, brought him to the streets of Milan, Italy.

  • It was there Howard noticed these casual, welcoming coffee houses everywhere.

  • All who entered these cafes were greeted with the same warmth and enthusiasm, whether it was their first visit ever or their third that day.

  • The people holding cups of espresso and cappuccinofamily, friends, co-workers, even perfect strangers, seem to be so present, so connected.

  • And all amid the joyful clatter of coffee grinders, steaming milk, and Italian opera.

  • Howard was exhilarated by his idea to bring Italy's cafe and espresso culture back home with him.

  • He convinced Starbucks to open a test cafe in a single downtown store.

  • And on a rainy morning in Seattle, Starbucks served its first cafe latte.

  • For the cup of good coffee, I just walk half a block north on Fourth Avenue to Starbucks.

  • All those great caffeine-charged drinks with the Italian names; cafe latte, cafe macchiato, and mocha.

  • I love it.

  • In 1987, Howard and a group of investors acquired Starbucks, merging Starbucks Coffee with the Il Giornale coffee houses Howard had started two years before.

  • Starbucks opened its first stores outside the Puget sound in Chicago and Vancouver, Canada.

  • A culture started to form; a culture that would serve as a foundation for the young company's values.

  • Starbucks wrote its first mission statement, guided by a commitment to maintain its uncompromising principles as it grew.

  • Starbucks also did something unheard of in the retail industry in those days, offering full health benefits to employees, even those working part time.

  • And then Starbucks made its employees partners, offering equity in the company through bean stock.

  • By the time Starbucks' initial public offering came around in 1992, Starbucks was really starting to take off.

  • Starbucks coffee was served on airlines, in airports, and the company was even making a splash on something called the World Wide Web.

  • Soon, you could see the siren on storefronts in Los Angeles and New York.

  • We started to make the experience all our own, adding comfy chairs and playing jazz and blues.

  • Customers liked our music so much we began making our own CDs, beginning with the blue note blend.

  • By our 25th anniversary in 1996, Starbucks was ready to expand beyond the US and Canada.

  • To be honest, no one was sure how this would go.

  • 2, 1!

  • Japan embraced Starbucks, and the company soon opened more stores in Asia-Pacific, before moving on to Europe.

  • Each day, somewhere in the world, we open three Starbucks stores.

  • Today, it's our turn.

  • China, the Middle East, Latin America, and the Caribbean.

  • Then you see their bewildering menu.

  • You don't see the word "coffee" anywhere.

  • Starbucks continued to pop up in more pop culture as well, in movies, TV shows, and late-night comedy.

  • Uh, the category: Top 10 Things You Don't Want to Hear from a Guy at Starbucks.

  • Starbucks was trying all kinds of new things.

  • Some were hits, like frappuccino.

  • Good evening; welcome to Starbucks.

  • I'll take your order when you're ready.

  • And people flocked to our first drive-thru.

  • Other ideas?

  • Well, perhaps they were just ahead of their time.

  • Starbucks tried to make the world a little bit better.

  • Starting the Cup Fund to help partners in crisis.

  • Opening its first farmer support center.

  • Planting community gardens.

  • And reading to kids.

  • But by 2007, some cracks were starting to show.

  • Going from 1,000 to 13,000 stores, Starbucks was seemingly everywhere.

  • But with growth came sacrifice, and customers felt the experience had become too sterile, cookie-cutter.

  • Same-store sales declined for the first time in history.

  • No company is immune from the impact of the recession, not even the one-time darling of Wall Street, Starbucks.

  • It was clear: The company had to do something.

  • And so, it did.

  • Starbucks Partners rededicated themselves to coffee, to their customers, and to each other.

  • Starbucks refocused on its core values and on reigniting people's passion for coffee and innovation.

  • The company's new mission became a guiding star: To inspire and nurture the human spiritone person, one cup, and one neighborhood at a time.

  • This mission gave partners a purpose and something to believe in when they needed it most.

  • And they got to work rebuilding the company.

  • Partners returned to their love affair with coffee, and thanked customers for their loyalty and reached out to them in new ways, always listening and learning.

  • And Starbucks made its stores a better reflection of the neighborhoods they served.

  • As Howard would say, "Dream big, and then, Dream bigger."

  • We bought a farm we named Hacienda Alsacia, celebrating coffee in the places where coffee is grown, in stores, and in the hearts of partners and customers.

  • Meeting customers where they are and using technology to help improve the connection.

  • In 2017, in the spot where it all began, Starbucks started a new chapter when Howard handed over his key to the Pike Place store to a new CEO, Kevin Johnson.

  • The 1912 key is a symbol, but this key is also the key to our future.

  • Each day, we dedicate ourselves to living our values, creating a culture of inclusion and warmth where everyone is welcome.

  • How to act with boldness and courage to challenge the status quo.

  • For the past 50 years, the Starbucks mission and values have been not only an anchor for this journey, but the wind in our sails.

  • Who we were in the beginning is who we are today.

The story of Starbucks began here at Seattle's historic Pike Place Market, where three friends opened a little specialty coffee store in 1971.

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Starbucks: The First 50 Years

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    林宜悉 posted on 2022/02/25
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