The birth Story of Starbucks Schultz's process of building a coffee kingdom

Starbucks (Starbucks) is the name of an American coffee chain, founded in 1971, is the world's largest coffee chain, its headquarters is located in Seattle, Washington, USA. Starbucks' retail products include more than 30 of the world's top coffee beans, hand-made espresso and a variety of hot and cold coffee drinks, fresh and delicious pastry foods, as well as a variety of coffee machines, coffee cups and other products. Starbucks already has nearly 12000 stores worldwide in North America, South America, Europe, the Middle East and the Pacific.

Birth story

Starbucks, born in Seattle, USA, started with coffee beans. Since its establishment in 1987, it has never advertised, but it has become a giant coffee chain in nearly 20 years. Its rapid development legend has attracted global attention. Starbucks not only performs the miracle of turning an ugly duckling into a white swan incisively and vividly, it also hides a touching story.

Family misfortune

The winter of 1961 was so cold for Schultz. When the truck driver's father had an accident, he lost half his leg ever since, which means the family lost its financial resources. At this time, the mother was seven months pregnant, which made the life of the Schultz family even worse. There is only a little poor bread and bitter coffee on the table every day. My father used to be an honest man, down and out, without a house of his own, and the family lived in a federally funded low-rent house in Brooklyn, New York. An accident robbed him of his confidence and courage. He drowned his sorrows by drinking every day and became an alcoholic. Schultz became his punching bag, and if he disobeyed, he would be beaten and scolded.

Christmas present

Before Christmas when Schultz was 12 years old, the family was still poor. The father called some of the children vampires and told them to get out. Mother wept and asked Schultz to take her two brothers and sisters to the street to play. Schultz found a wide variety of promotional products in front of a convenience store, and a can of beautifully packaged coffee caught his eye. In an instant, a bold idea flashed through Schultz's mind. He asked his brothers and sisters to go home by themselves, then walked quickly over, picked up the can of coffee and stuffed it into his cotton-padded coat. Unfortunately, the shopkeeper just walked out. Shouting to catch the thief, he rushed towards Schultz. Schultz ran home desperately, and at that moment the boy's idea was simple. He didn't want to hear his father always complain that the coffee was too bad at the dinner table. He wanted to give the can of coffee to his father as a Christmas present.

When Schultz handed the coffee to his father's hand, the father gave him a puzzled look and then asked what he was. He stammered that he had found it at the intersection and wanted to give it to his father as a Christmas present. The man who had been drunk all day did not ask any more questions, but gently touched his son's head and said, "Thank you, son!"

On Christmas Eve, when the family was drinking the coffee that Schultz had "picked up" and admiring the fragrance he had never tasted before, the convenience store owner came and asked for the money for the expensive can of coffee. What Schultz did came to light, and he stood shaking in the corner and ran away while the shopkeeper was still shouting at home. On Christmas Eve, Schultz was wandering the streets. Cold and hungry, he cried as he walked. Finally, he was so tired that he fell asleep in the underpass. Then his mother found him and took him home, but of course he still couldn't avoid his father's beating.

This unforgettable Christmas Eve left Schultz not the strong aroma of coffee, but the taste of pain, he vowed to work hard to one day afford to buy the best coffee. From then on, his fear of his father turned to hatred, and they seldom spoke to each other. In order to make his mother work less hard, Schultz rides his bike to deliver newspapers early in the morning and works in a small fast food restaurant after school. Some of those meagre incomes will be searched by my father to buy drinks.

College career

In the days that followed, Schultz pulled animal skins for leather clothing manufacturers in the cold winter and processed yarns for the steam room of a sports shoe store in the hot summer. The odd jobs he worked were always changing, but his conflicts with his father never stopped. So stumbling, Schultz was admitted to the university with excellent grades.

But the family was so poor that his father even unreasonably sentenced Schultz to death. "you have graduated from high school, so you should earn money to support your family and go to some bullshit college," he said. "Don't waste your time." Schultz was so sad and angry that he yelled at his father, "you have no right to decide my life. I will never be a truck driver like you. I don't even have a dream. I live a precarious and hopeless life. I really feel sad and humiliated that you are my father!"

While Schultz was trying to prepare for a college scholarship, the Wildcat team at the University of Northern Michigan took a fancy to his rugby skills, and he won a scholarship to the University of Northern Michigan. Schultz packed her bags one morning and boarded the train to the University of Northern Michigan alone. In order to save travel expenses, he hardly went home during school, but used every holiday to go out to work. He wrote and called his mother every month, but never asked his father a word.

When he was in college, Schultz realized that rugby was not his future, so he devoted all his energies to his study. After earning a bachelor's degree in business, he entered the famous Xerox branch in New York and became an excellent salesman. He made more than 50 sales calls a day for six months, ran from 42nd Street to 48th Street in Manhattan, from the East River to 50th Avenue, boarded every office building and knocked on every office door. He tried to compete and compete, just to prove to his father that he had chosen the right life and that he would never waste his time. But he never said these words to his father because he felt unable to communicate with his father.

Career marriage

Three years later, Schultz earned a handsome commission. Not only did he send money to his mother, but he also made an exception and picked out a special gift for his father, which was a box of fine black coffee beans from Brazil. The incident caused by coffee when he was young was an unforgettable shame for him for the rest of his life. He called home and talked to his father for the first time. My father only responded faintly, and even said sarcastically, "you worked your life to go to college so that you could afford coffee?" Schultz said bluntly: "Yes, I worked hard to prove that I can afford coffee and the life I want." And you'd better use these Brazilian coffee beans to make yourself a real cup of black coffee and taste what it's like to taste bitter. " In this way, the conversation between the two men broke up in discord again.

In order not to be looked down upon by his father, Schultz decided to make greater achievements to stimulate him. After that, he changed jobs and joined the American branch of Swedish Kitchen Plastics Company. After just 10 months of work, the Swedish company appointed him as the general manager of the American branch with an annual salary of $75000. By the age of 28, his achievements had far exceeded his original life plan. During this time, he fell in love with the smart and beautiful Shirley.

Until he talked about marriage, Schultz never mentioned his father in front of Shirley. Every time Shirley heard him talk about his family, she only mentioned her mother, brother and sister, as if her father didn't exist. Once she asked Schultz curiously, "what about your father? what does he do?" Schultz froze, and his father was like a shadow in the bottom of his heart. "my father died a long time ago," he said to Shirley. " He doesn't want to admit in front of his beloved girlfriend that he has an alcoholic father.

My father died.

One day in early 1982, Schultz received a call from her mother. She said his father missed him very much and wanted him to go back and have a look. Schultz never thought that his father would one day say something he misses, and because he happened to have a big client to negotiate, he refused his mother's request.

A week later, Schultz hurried back to his old house in Brooklyn without seeing his father, who died a week ago. The day after his mother called him, his father died of a cerebral hemorrhage, perhaps with an inexplicable premonition and concern before his death. the day before his death, the father suddenly told his mother that he wanted to see his son Schultz, but this final wish was not realized.

Schultz's heart was filled with great sorrow. He wanted them to fight like they did for 20 years. He hated that he had cursed his father even more. If time could come back, how he wanted to be with his father. But now, even my father's beating and scolding has become a precious memory that will never come again.

Over the next few days, Schultz helped his mother tidy up his father's belongings and saw a wooden box left by his father, which contained a rusty coffee bucket. Schultz recognized at a glance the Christmas present he had stolen for his father when he was twelve years old. The past welled up in his mind and he sighed. Then he suddenly found a line engraved on the lid, which was his father's handwriting: a gift from his son, Christmas 1965. Schultz's nose was sour, and he didn't expect his father to value it so much. He found something else in the coffee bucket and opened it to see that it was a crumpled letter. The date should have been written by his father the year he insisted on going to college. The father wrote in the letter: "Dear son, as a father, I did fail. I neither gave you a good living environment, nor could I afford you to go to college. I am indeed a rough man as you said." But son, I also have my own dream. My greatest wish is to own a coffee shop, put on clean clothes, and leisurely grind and brew a cup of fragrant coffee for you. However, I can't realize this wish. I hope you can have such happiness. But I don't know how to make you understand what's on my mind. It seems that only beating and scolding can make you notice me as a father.

Fulfill one's wish

With his father gone, Schultz felt that part of his life had been emptied. At this time, Shirley encouraged him, "since your father's wish is to own a coffee shop, let's fulfill his unfinished wish for him." Schultz thought, yes, to live like a cup of coffee, isn't that what the father and son are pursuing?

Coincidentally, he saw an advertisement saying that a small coffee retailer in Seattle was going to sell its store. So Schultz quit his $75000-a-year job and took over the small company, turning it into a dark green cafe and selling coffee beans to restaurants and other cafes in Seattle. That's how the world-famous Starbucks was born.