Starbucks has become one of the fastest growing companies in the United States. how does it do that?

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With more than 21000 stores in 65 countries, Starbucks has become one of the fastest growing companies in the United States. So how on earth did the brand experience such amazing growth?

Here are some lessons you can learn from the fastest growing coffee brands in the United States.

In 1971, a cafe opened in Seattle's historic Park Market. Now, this small cafe, named after Captain Ahab's first mate in Moby Dick, has become the largest coffee shop in the world.

With more than 21000 stores in 65 countries, Starbucks has become one of the fastest growing companies in the United States. The company soared from 425 stores in 1994 to 19767 in 2013. And there is no sign that it has any plans to slow down. So how on earth did the brand experience such amazing growth?

Here are 12 of the most important lessons we can learn from Starbucks and its intrepid leader, Howard Schultz (Howard Schultz):

1. To have a corporate mission.

Starbucks has a simple mission: to inspire and nurture the spirit of humanity-per person, every cup, every community, every time.

The company has been practicing this mission statement for more than 40 years, because Starbucks is not just a cafe, it has become a favorite place for people who need to be freed from their daily chores. It has become the preferred place for friends to gather and business people to hold meetings.

Regardless of the age and occupation of customers, and regardless of the location of Starbucks Cafe, Starbucks wants to provide a unique experience: Starbucks Cafe is a place to relax, a place to work and socialize.

two。 Ask your client questions.

If you've ever been to a Starbucks that you don't visit often, you may notice that employees sometimes ask you what you want. This is a simple and effective technique when it comes to customer service, and it is also a skill that marketers should use.

When you know what your customers want, you can help them make the final marketing decision.

3. Get to know your customers and employees

When it comes to knowing your customers, if you often go to Starbucks, then you must know that your favorite barista knows your name and what you want to drink. This little human touch will impress you, because providing customers with this unforgettable personal experience is one of the most important factors that can make customers happy.

At the same time, get to know your employees. You never know what they might bring to a table of guests. For example, the classic signature Frappucino was invented by a Starbucks front-line employee named Dina Campion.

4. Be innovative

Starbucks tries to be true to its tradition, but the company is also very innovative. For example, Starbucks began offering free Wi- Fi in 2010, realizing that customers want to spend more time in their location. Aware that customers want them to enjoy their products at home, Starbucks launched the Via instant coffee brand and its own Verismo single-cup coffee maker. The company even allows customers to buy their products through iPhone mobile software and is one of the first companies to enter the mobile services market.

So remember-while it's important to be true to your traditions, it's also important to adapt and welcome change.

5. Have the courage to take responsibility

When you ordered a drink at Starbucks, did you make a mistake? If so, what was the situation like at that time? There is no doubt that you will receive the drink you want. Starbucks trains its employees to provide their customers with the best experience every time. This means that they are responsible for any mistakes.

We all make mistakes. However, the root of the gap lies in frankly acknowledging these mistakes and resolving them in a professional and timely manner.

6. Have the courage to play your cards against common sense.

You may notice that there are Starbucks in almost every corner. Starbucks does this deliberately through clustering. Starbucks is not just focused on traffic patterns, competitive locations, and even customer groups, but more on covering the entire region. Although some people worry that this will lead to self-erosion, this unreasonable move has enabled the company to gain market share by blocking competition.

Sometimes you have to run counter to others and do things that other companies have not done before. This may be a bit risky, but it may also bring benefits to your company.

7. To accept social media

Most of us know that social media plays an important role in the promotion and marketing of a company, but how can you improve your social media image? Starbucks uses the photo-sharing site Instagram to tell its brand story. The company not only uses the image-based social network to showcase products, but also obtains information such as how enthusiastic people are about their brands by sharing pictures of customers or creating attractive images.

It's important to have a good social media image, but the most important thing is to find the right platform for your brand and make sure your customers have access to it.

8. Everything is important.

Don't ignore the little things. Pay attention to every detail. Why? Because everything is important.

The idea was rejected when the accountant told the company that it could save money by replacing two layers of toilet paper with one layer of toilet paper. Starbucks felt that a layer of toilet paper did not fit its brand image as an "affordable luxury" and found it difficult to justify a $4 cup of coffee.

9. Choose the right partner

Over the years, Starbucks has selected some partners to help it expand its business. In 1993, for example, Starbucks partnered with the Barnes & Noble bookstore chain to offer Starbucks products in its bookstores across the country. What could be better than a book with a cup of coffee?

Starbucks' latest partnership is with Apple. Since 2006, Starbucks has worked with Apple to provide customers with a "coffee shop experience". This partnership enables people to buy songs they hear at Starbucks on iTunes.

The company also works with organizations that help serve and promote the community. These organizations include all related organizations from the American Red Cross to Save the Children Global Green.

Whether you work with complementary companies or non-profits, this is a great way to quickly and effectively bring your brand to market.

10. The brand image should be consistent.

Consistent brand image is the best way to create loyal customers. If you provide first-class customer service and quality products or services, people will always expect those services and products from your company. Starbucks has done an excellent job in providing customers with stable product quality and quality service. If you walk into a Starbucks in New York City and order a mocha latte, you can also order exactly the same drink in Seattle and expect the same quality product.

11. Adapt to the regional environment

Although it is important to have a consistent brand image of the product, Starbucks still does a lot of work to adapt to the local environment. This means that while you can expect the same latte from the east coast to the west coast, the actual experience of Starbucks varies from region to region. For example, Starbucks at Disneyland Adventure Park (Disney California Adventure) looks completely different from Starbucks in San Francisco or Philadelphia. As Mark Mark Tewart points out, Starbucks gives the impression that it is more of a local or regional brand than a national brand-which is exactly in line with the mission of the Starbucks brand.

twelve。 We need the right leaders.

It's hard to believe now, but back in 2007, Starbucks was in trouble. At that time, Howard Schultz, chairman, pointed out that the company had lost its direction. "the pursuit of profit has become the reason for our existence, but this is not the reason to run Starbucks. What we need to do is to exceed customer expectations.

So, what did Howard Schultz do? He sent 10,000 executives to New Orleans for a four-day meeting to inspire and challenge them. How did it turn out? The 10,000 people left the meeting with "tidal energy". By 2013, Starbucks had made record profits.

In every successful company, having the right leaders to regroup is another effective strategy.

Related readings:

Which diseases are not suitable for people to drink coffee?

Patients with arrhythmias should not drink strong tea and coffee

Tea contains theophylline and coffee contains caffeine, both of which excite the central nervous system. After drinking strong tea and coffee, the central nerve is excited, and the sympathetic nerve that dominates the heart is also excited, which makes the heart beat faster, restless, easy to cause myocardial fatigue, heart failure, drowsiness and fatigue, shortness of breath, lip purple group and other symptoms. Or even life-threatening. Therefore, patients with arrhythmia should not drink strong tea and coffee.

Patients with digestive tract ulcers should not drink strong tea and coffee

Tea has the functions of clearing leader, eliminating annoyance and thirst, invigorating spirit, resolving phlegm, digestion, diuresis, detoxification and so on. It is a cool drink that many people like to drink. However, patients with ulcers should not drink tea, especially strong tea. Because some chemical components in tea, such as caffeine, theophylline and theobromine, can strongly stimulate gastric acid secretion, the intensity of stimulation is proportional to the concentration of tea. The higher the concentration of tea is, the more it stimulates the secretion of gastric acid, the more serious the stimulation to the ulcer wound is, the more the ulcer develops. At present, most of the drugs used to treat ulcers work by inhibiting gastric acid secretion, so it can be seen that drinking strong tea is not conducive to ulcer healing.

By the same token, coffee is not suitable for drinking.

Patients with viral cardiomyositis should not drink strong tea and coffee.

The large amount of theophylline in strong tea and caffeine in coffee can excite the central nervous system and heart muscle and make the heart beat faster. The increase of myocardial oxygen consumption causes myocardial hypoxia and aggravates the damage to the myocardium, thus aggravating the condition of myocarditis. Even severe arrhythmia, palpitations, shortness of breath, chest pain, dizziness and nausea. dyspnea。 Even syncope and convulsions occur. Therefore, patients with viral myocarditis should not drink strong tea and coffee.

In addition. Patients with viral myocarditis should not eat irritating foods such as chili, spring onions and garlic, nor should they eat high-fat greasy food. It should be a light, digestible, protein-and vitamin-rich diet. At the same time, we should also give up smoking and drinking.