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The Story of Starbucks

The latest news circulating around Starbucks is that its former CEO, Howard Schultz, now intends to write another story in capital letters as a presidential candidate for the White House. We will have to be attentive because this is also the dreams are fulfilled.

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It seems that the triumph of Donald Trump in the presidential US has encouraged entrepreneurs. If a few days ago we talked about the candidacy of John McAfee, now it is Howard Schultz who contemplates the possibility of joining the conquest of the White House, as an independent.

As a business leader, Schultz already has the gold gained after being among the most valued CEOs in the US. At the age of 64, he announced, a few months ago, the decision to leave the executive chair and the chair of the board of directors at Starbucks. A year earlier, he had left the position of CEO, passing the relay to Kevin Johnson. Gone were 36 years of struggle to shape what in his latest book, ‘From the Ground Up’, called his dreams, “especially my desire to create the kind of company in which my father never had the opportunity to work. That dream became Starbucks, “the coffee empire that extends throughout the world.

THE ORIGINS

The first store with the name Starbucks was opened in Pike Place Market, Seattle, in 1971. It was the work of three partners: the English teacher Jerry Baldwin, the history professor Zev Siegel, and the writer Gordon Bowker, inspired by the coffee entrepreneur Alfred Peet, the same one who used to Americans to consume coffee in a cup instead of a can. Peet showed them his style of toasting before opening his first establishment. Its activity focuses on the sale of coffee in grain and ground for consumption at home.

Howard Schultz did not join the company until 1982, and he does so as director of operations and marketing at Starbucks when he had only four stores. A year later, in 1983, he traveled to Italy, captivated by the tradition of its coffee shops. The vision was to move this model of establishments to America. “My conclusion was that we would not only serve coffee, but we would create an environment in which the intimacy of the relationship with the space and the coffee experience could come to life”, how much in his autobiography.

The partners rejected the proposal but, far from renouncing their vision, decided to leave the company and set up their own chain of coffee shops with the name of Il Giornale. In 1987, he already had a small network of three establishments and it was then that he acquired the chain they had created from his old bosses. It recasts everything under the brand of marine inspiration and that’s when the real Starbucks was born, the name of one of the characters in the novel Moby Dick.

CRUISE SPEED

After assuming the rudder, the growth is exponential. In 1990 Starbucks already had 84 stores and, in 1992, 165. This year it coincides with its incorporation into the stock market. The first starbucks founded outside the limits of North America was in Tokyo, in 1996. The big step to internationalization was in 1998, when it acquired the English chain Seattle Coffee Company, which at that time had 60 stores.

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