10 things you have to know about Starbucks

1. Starbucks was founded by two teachers and a writer.

Although the chairman and CEO of Starbucks is Howard Schultz, he has been dealing with Starbucks since the 1980s. But Starbucks was actually founded by three buddies without an MBA diploma: Gordon Bowker (writer), Zev Siegl (history teacher) and Jerry Baldwin (English teacher).

With the idea of providing the best coffee to the people of Seattle, in 1971, the three of them founded the world's first Starbucks at Pike Place Market Park Market. At first, only coffee beans were sold in the store, but with the addition of Schultz, the current chairman and CEO, many business strategies have changed.

2. The name Starbucks was inspired by Moby-Dick, a masterpiece of the American writer Herman Melville.

The name "Starbucks" comes from an extremely calm and charming first mate in American writer Melville's novel Moby Dick. His hobby is drinking coffee. Melville has a high position in the history of American and world literature, but Melville does not have a large readership, mainly people with good education and high cultural taste. it is impossible for people without a certain cultural upbringing to read Moby Dick, let alone get to know the character Starbucks.

From the brand name of Starbucks, the positioning of its target market can be clearly defined: not the ordinary public, but a group of petty bourgeois urban white-collar workers who pay attention to enjoyment, leisure, knowledge and respect for human standard.

3. The original mermaid logo is a little too open and creepy.

There are two versions of the Starbucks trademark. The first version of the brown logo is derived from a 16th-century Scandinavian wood carving of a double-tailed mermaid with naked breasts and a fully visible double fish tail. In 1987, they redesigned it, at least this time they covered her chest with their hair.

It was not until 1992 that logo was transformed into the familiar PG version (PG movie / TV series; certified as a movie / TV series that anyone can watch, but because the film is unsuitable for children, children must be accompanied by their parents to watch it.)

4. The name of the cup does not have any special meaning.

At Starbucks, small cups are called "tall" instead of "small", medium cups are called "grande" instead of "medium", and large cups are called "venti" instead of "large", but these unique Starbucks terms have no special meaning.

The cup size was coined by Schultz and his partner Dawn Pinaud in his own company before joining Starbucks, and Dawn Pinaud admitted they came up with it by accident in the conference room.

5. NPR (National Public Radio) jokingly reported Starbucks' coffee delivery pipeline.

In 1996, NPR's "thoughtful" program (NPR's All Things Considered) told listeners that Starbucks was planning to build a transcontinental coffee pipeline that could transport freshly roasted beans across thousands of miles. But it was reported on a special day: April 1st. At that time, many people seemed to know that it was just a joke, but a large number of people asked about it when they went to Starbucks after the report, and the shop assistants were at a loss.

6. The Pumpkin Spice Latte pumpkin-flavored latte was invented by a Stanford basketball player.

We can taste the pumpkin latte and taste the seasonal taste shock, thanks to Peter Dukes. He was on the basketball team when he studied economics at Stanford and came to Starbucks in 2001 when he graduated with an MBA. After two years on the job, he was in charge of launching a new espresso special for the fall, although many ideas were rejected at first. Dukes firmly believed that the idea of pumpkin-flavored latte would work, and history later proved him right.

7. Paul McCartney has been writing music for Starbucks for a long time

In 2007, Starbucks partnered with Concord Music Group to form a record company, Hear Music. A few weeks after the company was founded, it attracted Paul McCartney (British musician, singer-songwriter and composer, Beatles (1960-70) and Wings (1971-81)) and signed him.

This was followed by the signing of James Taylor (American folk singer, a leading figure in Singer-songwriter Movement in the 1970s, known for his introverted, melancholy singing style) and Joni Mitchell (Canada's influential legendary musician, painter, poet, visual artist and social observer).

There are two "secret Starbucks" in Seattle in disguise

After several years of troughs at Starbucks, two Starbucks stores in Seattle, 15th Avenue Coffee and Tea and Roy Street Coffee, participated in a program called Witness Protection Program, which aims to test new products and management concepts, improve operations, and improve the quality of service. In order not to let any brand bias affect customers' evaluation and judgment of the cafe, the two stores were "anonymous", removed Starbucks' logo and slogans, changed their overalls and changed their menu. In 2011, 15th Avenue Coffee and Tea officially returned to Starbucks stores.

9. The stock price of Starbucks used to be $17

In June 1992, Starbucks was successfully listed as the first professional coffee company, which rapidly promoted the company's business growth and brand development. Starbucks shares, which were worth $17, are now worth nearly $80. So if you buy Starbucks stock earlier, you can buy your partner a large cup of matcha Frappuccino wayward now!

10. A menu reform is coming.

In the spring of 2014, Starbucks announced that it would launch a dinner menu "Evenings menu" in stores in the United States in the coming years. The new menu includes simple meals such as truffle macaroni and bacon dates, as well as unexpected beer and wine. The program is so popular that the menu has been launched at Dulles International Airport in Washington and Disney restaurants in Chicago.

Source: encyclopedia of Wine, official account Wechat