How Starbucks Built a Human Touch into Coffee Service

Ever wonder how a global coffee chain like Starbucks turns a simple cup of coffee into a deeply personal experience? In Taiwan during the late 1990s, the market was crowded with Japanese-style cafes, hotel coffee lounges, and convenience store canned coffee—but Starbucks managed to stand out by doing something unexpected: focusing on people first.

By 2011, Starbucks Taiwan had served 30 million customers in a single year, thanks to a clear brand identity, exceptional staff training, and a commitment to creating a welcoming environment. That’s how a cup of coffee became more than just a drink—it became a moment of connection.

The Birth of Starbucks in Taiwan

In 1996, Howard Schultz’s Starbucks was expanding globally, and Taiwan was next on the list. That year, Xu Guangyu, then an executive at Uni-President , was tasked with securing the Taiwanese franchise rights from Seattle. By September 1997, the deal was signed, and Xu faced a monumental challenge: transplanting the entire American Starbucks model into Taiwanese soil and making it locally beloved.

At the time, the island already had a mix of Japanese coffee shops, independent cafes, hotel coffee salons, and canned coffee in convenience stores. But Starbucks wasn’t competing on product alone—it was importing a whole philosophy.

People First: Employees and Customers

Xu Guangyu, who later became the General Manager of Uni-President Starbucks , believed that taking care of employees was not just a nice-to-have—it was core to the business. “Valuing your company’s employees is a necessary management policy,” he said during a 2012 talk at the Tzu Chi Cultural Center in Taiwan.

He envisioned Starbucks as a “company of truth, goodness, and beauty”—a place where employees respected one another and delivered exceptional service. And it worked: 25% of Starbucks partners (employees) in Taiwan were originally customers, drawn in by the warmth and hired because of their attitude.

“From the moment you put on the green apron,” Xu explained, “you’re expected to smile, greet every customer warmly, and make the most of every service opportunity.” That uniform wasn’t just fabric—it was a promise.

Overcoming Crises with Integrity

Running a brand isn’t without its storms. Over its first decade in Taiwan, Starbucks faced two major crises. Xu credited the company’s survival to transparent communication, trust between leadership and staff, clear accountability, and a strong value system. Faith and fairness played roles too.

“My partners and I are family,” Xu said. “We face challenges together, fight for the brand’s promise, and aim to be a brand that inspires even a century from now—through a single cup of coffee, and through genuine human connection.”

Building the Right Team

When asked how he selects employees, Xu didn’t hesitate: “Enthusiasm for everything you do, enjoying meeting people, initiating greetings—that’s the baseline. But the deeper quality is integrity. Being honest, trustworthy, and approachable makes people want to talk to you.”

That mindset extended beyond hiring. In 1991, during the East China floods, Xu partnered with Tzu Chi to fundraise and assist twice. Today, he fosters volunteerism inside Starbucks Taiwan, aiming to double the current 4,000 annual volunteer hours logged by 3,000 employees (previously four hours per person per year).

What Makes a Future Leader?

Another audience question hit closer to home: How do you get noticed by management? Xu’s advice was equal parts heartfelt and humorous: “Be grateful, deliver on your tasks—and come work at Starbucks.” The room laughed, but the message was clear: initiative, gratitude, and teamwork are non-negotiables for rising in any service-oriented company.

Frequently Asked Questions

How did Starbucks enter the Taiwan market?

Starbucks entered Taiwan in 1997 after signing a deal with Uni-President, following negotiations led by Xu Guangyu. At the time, the local market included Japanese-style cafes, hotel lounges, and convenience store coffee, but Starbucks aimed to transplant its full U.S. model.

What was Starbucks Taiwan’s customer milestone?

By 2011, Starbucks Taiwan had served 30 million customers in a single year, showcasing strong local adoption and brand loyalty despite competition from other cafes and retail coffee options.

How does Starbucks train its employees in Taiwan?

Starbucks Taiwan emphasizes hiring people-oriented, enthusiastic, and honest individuals. Employees are trained to offer warm greetings, smiling service, and meaningful interactions, with 25% of partners reportedly coming from the customer base.

What values guide Starbucks Taiwan’s management?

Former GM Xu Guangyu stressed integrity, respect, service-mindedness, and genuine human connection. He also highlighted overcoming crises through transparency, accountability, trust, and a shared sense of family among partners.

Does Starbucks Taiwan encourage community involvement?

Yes. Xu has promoted volunteerism within the company, with employees contributing thousands of volunteer hours. He personally participated in charity efforts during the 1991 East China floods and continues encouraging community engagement today.

Recommended FrontStreet Beans for Service-Driven Cafés

For café owners inspired by Starbucks’ people-first model, FrontStreet Coffee offers beans that highlight connection through flavour. The Ethiopia Huakui showcases bright citrus and floral notes for engaging, uplifting service moments. The Yirgacheffe delivers juicy berry tones ideal for creating memorable customer interactions. Finally, the PWN Golden Mandheling provides a rich, smooth body perfect for loyal regulars seeking comfort. All three beans reflect craftsmanship that resonates with both staff and guests. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.