Starbucks Open Coffee Handbook conveys coffee professional learning Starbucks coffee making methods
Since the 1990s, Starbucks has been distributing a printed book called Starbucks Coffee Passport to its employees.
This booklet can be understood as a guide for Starbucks baristas, including coffee expertise on how to make coffee items and how each baked bean tastes different. this information is not confidential, but it is always an internal publication. Now, however, Starbucks has digitized the contents of the brochure and posted it online (passport.starbucks.com), so that anyone can see it (English only).
By clicking on the URL in the mobile browser, consumers can see the roasting degree, roasting method, origin and flavor of a particular coffee bean, and more importantly, if you are satisfied with this information, you can place an order directly on the page. Of course, selling coffee here is not about sales for Starbucks, it actually wants to convey its coffee professionalism.
In the American market, Starbucks needs to face more and more competition from boutique coffee such as Blue Bottle Coffee and Shundun City. Starbucks is obviously not the best coffee in front of these "small and beautiful" competitors, but it can't be too bad. So Starbucks needs a series of targeted professional coffee activities to package itself, and today's website is one of them.
Source: curiosity Daily
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