Historia de Starbucks | Una cafetería que se transformó en un Emporio

Summary

Starbucks, fundada en 1971 en Seattle, ha crecido para ser la cadena de cafés más grande del mundo con más de 30,000 tiendas en 70 países. Inspirada en 'Moby Dick', la marca evolucionó desde una tienda de mercado a una empresa global tras la incorporación de Howard Schultz, quien trajo la experiencia de los cafés italianos a Estados Unidos. A pesar de los desafíos, como la crisis financiera de 2008 y la competencia, Starbucks se reinventó enfocándose en la experiencia del cliente, la expansión global y la responsabilidad social, convirtiéndose en un símbolo de compromiso y éxito empresarial.

Takeaways

• 🌐 Starbucks es una cadena internacional de cafés fundada en 1971 en Seattle, Washington, con más de 30,000 ubicaciones en 70 países.
• ☕ La primera tienda de Starbucks no estaba en la ubicación actualmente señalada, sino que fue desmantelada y luego se trasladó a su actual sitio.
• 🎓 Fundadores de Starbucks: Jerry Baldwin (profesor de inglés), Zev Siegel (profesor de historia) y Gordon Bowker (escritora), inspirados por Alfred Peet, un empresario del café.
• 📚 El nombre Starbucks fue tomado de la novela 'Moby Dick', evocando la tradición marítima de los comerciantes de café.
• 🇮🇹 Howard Schultz, quien se unió a la empresa en 1982, tuvo una visión tras visitar Italia de traer la tradición de las cafeterías italianas a Estados Unidos.
• 💡 La idea de Schultz de crear un 'tercer lugar' entre trabajo y hogar causó controversia inicialmente pero eventualmente se convirtió en una parte integral de la marca Starbucks.
• 📉 A pesar de su éxito, Starbucks enfrentó desafíos, incluyendo la crisis financiera de 2008 y la necesidad de reinventar la experiencia de la marca.
• 🔄 Howard Schultz regresó como CEO en 2008 para liderar la transformación de la empresa, cerrando más de 7,100 tiendas y enfocándose en mejorar la experiencia del cliente.
• 🌱 Starbucks ha promovido su imagen como una empresa comprometida con la sociedad a través de campañas de marketing emocional, compromiso con el comercio justo y apoyo a proyectos sociales.
• 👥 La empresa ha sido reconocida por su tratamiento de los empleados, ofreciendo programas de capacitación y oportunidades para adquirir acciones, creando un fuerte sentido de pertenencia y lealtad.

Q & A

¿Cuál es el número de clientes que Starbucks tiene cada semana?

Starbucks tiene más de 70 millones de clientes que compran de ellos cada semana.

¿Dónde se encuentra la primera tienda de Starbucks y cuál es su importancia histórica?

La primera tienda de Starbucks se encuentra en 1912 Pike Street, en el centro de Seattle. Aunque no es la tienda original de 1971, que fue demolida años después, esta tienda conmemorativa es uno de los principales atractivos turísticos de la ciudad.

¿Cómo describirían la ciudad de Seattle y su relación con la cultura del café?

Seattle es una ciudad definida por la lluvia, el grunge y el color marrón. Es conocida por sus cafés en el centro, especialmente en Pike Street, donde se pueden encontrar varias tiendas de Starbucks y al menos diez cafés locales.

¿Quiénes fueron los fundadores de Starbucks y en qué año abrieron su primera tienda?

Starbucks fue fundada en 1971 por tres socios: el profesor de inglés Jerry Baldwin, el profesor de historia Zev Siegel y el escritor Gordon Bowker.

¿De dónde tomó inspiración el nombre de Starbucks?

El nombre de Starbucks tomó inspiración del personaje Starbuck del libro 'Moby Dick', evocando la romance de los mares y la tradición marítima de los primeros comerciantes de café.

¿Quién fue Howard Schultz y cómo cambió la visión de Starbucks?

Howard Schultz se unió a Starbucks en 1982 y, tras un viaje a Italia, tuvo una visión de traer la tradición de los cafés italianos a Estados Unidos, creando un 'tercer lugar' entre el trabajo y el hogar.

¿Cómo se describe el crecimiento de Starbucks después de que Howard Schultz asumiera el control completo de la empresa?

El crecimiento de Starbucks fue exponencial después de que Howard Schultz asumiera el control completo, expandiéndose rápidamente con más de 84 tiendas en 1990 y 165 establecimientos en 1992, año en el que también se incorporó a la bolsa de valores.

¿Qué decisiones tomó Starbucks para enfrentar su crisis financiera en 2008?

Para enfrentar su crisis financiera, Starbucks decidió frenar el crecimiento en Estados Unidos, cerrar tiendas de bajo rendimiento, renovar la experiencia de Starbucks y continuar con la expansión global.

¿Cuál es la filosofía detrás de la política de Starbucks de permitir a sus empleados adquirir acciones de la empresa?

Desde 1991, Starbucks ha permitido a todos sus empleados adquirir acciones de la empresa, convirtiéndolos en 'asociados', lo que ha sido una forma ejemplar de crear empleados felices en su lugar de trabajo.

¿Qué es el Starbucks Reserve Roastery & Tasting Room y cómo se diferencia de las demás tiendas de Starbucks?

El Starbucks Reserve Roastery & Tasting Room es un espacio para amantes del café que permite probar las variedades de granos que la marca ha recolectado en todo el mundo. Se diferencia de las demás tiendas por su tamaño, sus grandes tostadores y por ofrecer una experiencia única de degustación y conocimiento del proceso de café.

Outlines

00:00

🏠 Origen y crecimiento de Starbucks

El primer párrafo introduce el éxito de Starbucks, una empresa con más de 70 millones de clientes a la semana y una historia de 50 años. Se menciona la ubicación simbólica de la primera tienda en Pike Street, Seattle, aunque es un mito porque la verdadera primera tienda estaba a pocos metros y fue demolida. La tienda actual, de 300 metros cuadrados, conserva el esencia de la marca y no ofrece mesas ni sillas, sino un fuerte aroma a café. La historia de Starbucks comienza en 1971 con una tienda pequeña en el mercado de Pike Place, con tres socios: Jerry Baldwin, Zev Siegel y Gordon Bowker. El nombre, inspirado en 'Moby Dick', evoca la tradición marítima de los comerciantes de café. La empresa creció poco a poco hasta tener cuatro tiendas, hasta que en 1982 se unió Howard Schultz, quien trajo un nuevo enfoque al empresa.

05:04

🌍 Expansión y desafíos de Starbucks

Howard Schultz, tras un viaje a Italia en 1983, tuvo la visión de traer la tradición de las咖啡馆 italianas a Estados Unidos, creando un 'tercer lugar' entre el trabajo y el hogar. A pesar de la oposición de los socios originales, Schultz dejó Starbucks y fundó Il Giornale, comprando Starbucks en 1987. La expansión de Starbucks fue rápida, con 84 tiendas en 1990 y 165 en 1992, año en que se上市. La internacionalización comenzó en 1996 con la apertura en Tokio y la adquisición de la cadena inglesa Seattle Coffee Company. Sin embargo, también hubo desafíos, como la apertura en la Ciudad Prohibida en China, que provocó protestas y el cierre de la tienda, pero que sirvió de aprendizaje para futuras expansiones. En 2000, Schultz dejó su puesto de CEO para dedicarse al baloncesto, pero regresó en 2007 debido a una caída en las ganancias.

10:06

🔄 Renovación y estrategias de Starbucks

En 2008, Starbucks cerró más de 7,100 tiendas en Estados Unidos, lo que provocó protestas laborales pero también marcó el comienzo de una renovación. Schultz, como CEO, se centró en contener el crecimiento en EE. UU., cerrar tiendas de bajo rendimiento, renovar la experiencia de Starbucks y continuar con la expansión global. Estas estrategias, junto con medidas de austeridad, dieron resultados en 2010, con un aumento en la afluencia de tiendas y ganancias. Starbucks también se caracterizó por su compromiso con la justicia social y el medio ambiente, y por tratar a sus empleados como 'partners', permitiéndoles adquirir acciones de la empresa. La historia de Starbucks enseña sobre la creación de empresas innovadoras y la importancia de adaptarse a los cambios de mercado.

15:06

📈 Lecciones de éxito de Starbucks

El último párrafo resume los seis claves del éxito de Starbucks como franquicia: personalización del producto, un modelo de expansión inspirado en otras grandes empresas, un enfoque premium, ofrecer una experiencia única, centrarse en el cliente y adaptarse a las necesidades del mercado. La historia de Starbucks demuestra que, con innovación y adaptabilidad, es posible crear un modelo de negocio exitoso y ser uno de los más valiosos y con clientes y empleados más leales en el mundo.

Keywords

💡Starbucks

Starbucks es una de las marcas de café más reconocidas en el mundo, fundada en 1971 en Seattle. En el guion, se menciona como una empresa que ha crecido desde una pequeña tienda hasta ser una cadena internacional con más de 30,000 locales en 70 países. La historia de Starbucks es central en el video, mostrando su evolución y su impacto en la cultura del café global.

💡Experiencia del cliente

La 'experiencia del cliente' se refiere a la manera en que Starbucks busca crear una atmósfera única y personalizada para sus visitantes. En el guion, se destaca cómo Howard Schultz quiso traer la tradición de las cafeterías italianas a Estados Unidos, creando un 'tercer lugar' entre el trabajo y el hogar, lo que demuestra la importancia de la experiencia en la filosofía de la empresa.

💡Globalización

La 'globalización' es el proceso por el cual Starbucks ha expandido su presencia desde Seattle a nivel mundial. El guion menciona la apertura de la primera tienda en Tokio en 1996 y la adquisición de la cadena inglesa Seattle Coffee Company, lo que demuestra la estrategia de expansión de la marca a nivel internacional.

💡Crisis financiera

La 'crisis financiera' de 2008 tuvo un impacto significativo en Starbucks, lo que se refleja en el guion al describir cómo la empresa enfrentó una disminución en sus ingresos y tuvo que tomar medidas drásticas como cerrar más de 7,100 sucursales en Estados Unidos. Esto marcó un punto de inflexión para la compañía, que tuvo que reinventar su modelo de negocio.

💡Howard Schultz

Howard Schultz es un personaje clave en la historia de Starbucks, mencionado en el guion como el visionario que transformó la empresa. Fue quien introdujo la idea de la 'tercera ubicación' y más tarde regresó como CEO durante la crisis financiera, liderando la recuperación de la marca.

💡Mercado del café

El 'mercado del café' es el contexto en el que opera Starbucks, y el guion lo describe como una industria en la que la empresa se ha convertido en el mayor vendedor de café del mundo. La historia de Starbucks también refleja cómo la empresa ha influido en este mercado a lo largo de los años.

💡Valor de la marca

El 'valor de la marca' de Starbucks se menciona en el guion al referirse a su capacidad para crear lealtad entre sus clientes y empleados. La marca ha logrado un valor estimado de 131 mil millones de dólares, lo que demuestra la importancia de su imagen y la conexión emocional con sus consumidores.

💡Innovación

La 'innovación' es un concepto clave en la historia de Starbucks, ya que la empresa ha tenido que adaptarse y reinventarse a lo largo del tiempo para mantener su relevancia. El guion habla de la apertura del primer Starbucks Reserve Roastery & Tasting Room, un espacio para amantes del café que refleja la innovación en la experiencia de consumo.

💡Sostenibilidad

La 'sostenibilidad' es una parte importante de la misión de Starbucks, como se menciona en el guion con su compromiso con la compra justa y la participación en proyectos sociales. Esto demuestra cómo la empresa busca equilibrar su crecimiento con su impacto en el entorno y la sociedad.

💡Educación de los empleados

La 'educación de los empleados' es un aspecto destacado en el guion, donde se describe cómo Starbucks ha invertido en el desarrollo de sus trabajadores, no solo en términos de capacitación para mejorar el servicio al cliente, sino también para fomentar un sentido de pertenencia y compromiso con los valores de la empresa.

Highlights

Starbucks is a global coffee giant with over 30,000 stores in 70 countries, originating from a small shop in Seattle in 1971.

The original Starbucks store opened at Pike Place Market, a historic Seattle market, although the current 'first' store is located at 1912 Pike Street.

Howard Schultz joined Starbucks in 1982 and introduced the concept of a coffee shop as a 'third place' between work and home, inspired by Italian coffee culture.

In 1987, Schultz bought Starbucks and led its exponential growth, expanding to 84 stores by 1990 and 165 by 1992.

Starbucks entered the international market in 1996, starting with a store in Tokyo, followed by acquiring the English chain Seattle Coffee Company in 1998.

A significant challenge occurred in China in 2000 when Starbucks had to close its store in the Forbidden City due to cultural protests, which later fueled its strategic expansion.

Howard Schultz stepped down as CEO in 2000 to focus on his NBA team but returned in 2007 due to declining profits, leading a major restructuring.

Schultz's 2008 strategy to revitalize Starbucks involved closing over 7,100 underperforming U.S. stores and refocusing on the Starbucks experience.

Starbucks' recovery after 2008 was marked by a 176.9% profit increase in 2010, following strategic austerity measures and a renewed focus on customer experience.

The launch of the Starbucks Reserve Roastery & Tasting Room in 2014, ten blocks from the original store, highlighted the brand's commitment to coffee connoisseurs.

Starbucks Reserve Roasteries offer an exclusive coffee experience, with unique beans and detailed explanations from baristas about the coffee-making process.

Starbucks' business model emphasizes product personalization, a premium approach, and a customer-centric operation.

The brand has built a reputation for social responsibility, including fair trade, environmental initiatives, and anti-prejudice training programs.

Starbucks offers shares to all employees, elevating them to 'partners' and fostering a sense of ownership and loyalty within the company.

The story of Starbucks serves as a blueprint for innovative business models, demonstrating how a simple product like coffee can be transformed into a global phenomenon.

Transcripts

Can you imagine having a business where more than 70 million customers buy from you every

week? It sounds like a dream that would take years of investment, strategy and effort, just

as the company we are talking about today has done for 50 years.

The most emblematic place of one of the most recognized coffee brands in the world is located

at 1912 Pike Street, in downtown Seattle, in a room of 300 square meters.

Starbucks boasts it as the first store, but it is not. The first one opened in 1971 a

few meters away, although it was demolished a few years later, so it was moved to this

space that has a plaque that refers to it as the first branch, which made it

one of the main attractions of the city.

This small place is full of boxes with the mermaid logo, however, it does not have

chairs or tables, or food bar, but it does have a strong smell of coffee, in addition

to preserving the essence of the place that gave rise to it. to a brand that has more than 30,000

stores in 70 countries. Seattle is a city that can be defined

in rain, grunge, and brown. Located in the northwestern United States, it shelters its inhabitants

with cool temperatures and under a permanent gray sky and light drizzles. It was also

here that the musical legends of Nirvana and Pearl Jam emerged.

His dozens of downtown cafes reveal his fondness for this bean, particularly

on Pike Street. If you walk from its beginning to 10th avenue, you will find nine

Starbucks and at least 10 local coffee shops. Pike begins just 100 meters from the port

where the large vessels that enter through the Piuget Strait arrive and gives its

name to the Pike Place Market, a market for seafood, foreign objects, and sales, known

internationally. This is the context that surrounds the history

of Starbucks, the company that I will talk about today, a business that started with

a small store in 1971 and today is worth 131 billion dollars, in addition to being

one of the brands fastest growing worldwide.

Starbucks Corporation is an international chain of coffee shops founded in 1971 in the state

of Washington, (United States). Today it is the largest coffee marketing company

in the world, with more than 30,000 locations in 70 countries. Starbucks sells brewed coffee

, hot beverages, and other drinks, as well as sandwiches and some other products

such as mugs, thermos, and coffee beans. Most of the people in the world every

day get up to work looking to contribute to making the world a better place

to live, and they won't let me lie that many of us as we seek to change the world,

we are also looking for a good cup of coffee. and share moments with our friends.

This is the way the world was when the first Starbucks store opened in 1971, and it continues to

be so today. The year 1971 brought various social and economic changes to the world

thanks to the last years of the Vietnam War and the demonstrations

of the nuclear power of the United States. But not everything was tension, there was also hope

with the birth of various businesses that would eventually become authentic

international industries. One of those businesses was Starbucks, a small establishment

that opened its doors in Seattle in 1971 thanks to the enthusiasm of its three partners:

the English teacher Jerry Baldwin, the history teacher Zev Siegel, and the writer Gordon

Bowker. Back then, the company was a single

store in Pike Place Market, a historic Seattle market. From its cramped location, Starbucks

offered some of the best freshly roasted whole bean coffees in the world. The name,

inspired by the novel Moby Dick, evoked the romance of the high seas and the

maritime tradition of the early coffee merchants.

Starbucks was an idea that was born thanks to the inspiration of its three founders by

the coffee entrepreneur Alfred Peet, the same man who used Americans

to consume coffee in a cup instead of a can. In fact, it was Alfred himself who taught

Jerry, Zev, and Gordon his roasting style before opening their first Starbucks.

The first years passed for Starbucks, a business that grew little by little until it

had four stores. It would be 11 years later that in 1982 the company would have the incorporation

of Howard Schultz, a man who came to change things.

In 1982, he first walked into a Starbucks store. Ever since he had his first cup

of Sumatra, he was drawn to Starbucks and a year later he joined the company.

Howard Schultz tells in his book The Starbucks Challenge, that, at first, the

original owners of the cafeteria sought to create an experience for coffee connoisseurs

and attract newbies by selling beans they collected from different places. Vision

that would change on one of Howard's trips. In 1983, Howard traveled to Italy and was captivated

by Italian coffee shops and the romance of the coffee-drinking experience. He had a

vision to bring the tradition of the Italian coffee shop to the United States. A place to

talk and feel part of the community. A third place, between work and home.

"My conclusion was that we would not only serve coffees, but create an environment in

which the intimacy of the relationship with space and the experience of coffee could

come to life," Howard recounted in his autobiography. Of course, at that time the idea seemed

crazy because it was totally out of the ordinary in the United States. In fact,

the initiative caused annoyance among the partners who firmly rejected the proposal.

Most likely, more than one would have given up, however, Howard Schultz did not give

up his vision and decided to quit Starbucks for a time to start his

own Il Giornale coffee shops. In just 5 years, in 1987

Howard's new business already had a small network of three establishments and it was

then that he decided to risk his capital together with other investors to buy

the business of his former bosses, a coffee shop called Starbucks. . And from this moment

is when the true expansion of Starbucks really begins.

From the beginning, Starbucks set out to be a different company. A company where not

only coffee and its rich tradition are honored, but also where a sense

of connection is created . After Howard assumed full control of the

company, Starbucks' growth was exponential. By 1990 the business already had 84

stores and, in 1992, 165 establishments; that year also coincides with its incorporation

into the stock market. Once the United States was conquered, the next

step was to get out. That is how in 1996 the first Starbucks was opened in Tokyo.

Only two years later, the company decided to take the big step towards internationalization

by acquiring the English chain Seattle Coffee Company, which at that time had 60 stores.

Of course, it seemed that everything was a success for Starbucks, but as in everything there were also

bad decisions. One of them was passing through China, the country where the brand opened

its first franchise in 1999, in Beijing. For the year 2000 Starbucks opened a new

establishment, this time in the Forbidden City, a fact that provoked protests from institutions

that did not consider it appropriate for an American "icon" to be in the middle of such a

sacred place for Chinese culture. This caused the establishment to close, but far

from endangering the brand, it was an apprenticeship that would serve for the

expansion plan . A curious fact is that, after that incident,

Starbucks today has 3,300 stores in China and an ambitious plan

has already been announced to double the number of coffee shops to reach 6,000 stores in

2022, so the reality is that this situation made him take a step back to take two

forward. The year 2000 not only meant controversy in China

for the American company , it also brought with it Howard Schultz's decision

to step down as CEO. The businessman decided to step aside to dedicate more time

to another of his passions: basketball. After spending seven years entertaining his

NBA team, Seattle Supersonics, in 2007 Howard returns to Starbucks life

thanks to a drastic decline in earnings. Upset by the financial results, Howard

then issued an internal statement to Starbucks CEO Jim Donald, warning him

that "we have made some decisions that, in retrospect, have diluted the Starbucks experience

and commoditized our brand." The problem was that this internal statement

ended up leaking to the press, a fact that accelerated the fall in the price

of Starbucks shares . The fall in the company's profits would be made worse

by the financial crisis of 2008 and a change in the taste of customers who were polarized

between those who were looking for "fashionable" places and those who increasingly sought

low prices . It was at this point that McDonald's and Dunkin Coffee announced their entry into

the coffee market . The falls in earnings, together with a

more fierce competition made that same 2008 Howard assumed the position of CEO again admitting

that the concept of "Starbucks experience" was being diluted and that there were too many

stores open in the United States, so many that they were cannibalized .

Those words led to the decision to close more than 7,100 Starbucks

branches in the United States, a measure applied on February 26, 2008 provoking various

labor protests. Yet paradoxical as it may be,

such drastic measures ushered in the reinvention of Starbucks and the reinvention

of Schultz as the genius capable of bringing the company back to health.

The CEO's position was quite clear based on four fronts:

• Curbing growth in the United States. • Close underperforming stores.

• Renew the Starbucks experience. • Continue with global expansion.

These decisions were applied together with a bit of austerity, measures that took

effect until two years later when in 2010 the results began to arrive.

In his autobiography, Howard says that in 2010 the stores began to recover

traffic and the chain was already announcing profits of 176.9% in the first nine months of

its fiscal year. From that moment on, all its numbers have risen until

today, when the chain currently exceeds 30 thousand establishments in more

than 70 countries. The recovery of the numbers was accompanied

by an intense advertising campaign, both inside and outside the company. In 2011 Schultz

published the book entitled 'Onward: How Starbucks Fought for Its Life without Losing

Its Soul, recounting precisely that, how Starbucks "fought for its life without losing

its soul. A survival story, but also a statement of principles

about a way of understanding leadership, management and the world of the company.

The emotional part begins as a communication strategy of the company that has

accompanied him to this day. Commitment to fair trade, Environmental Mission statement

, aid to social projects, one of the best companies in the world to work for,

and, the latest, the launch of an Anti-prejudice Training Program to combat

racism. These are some of the campaigns championed by Starbucks that have fostered its image

as an honest and committed company in the face of society.

Regarding the treatment of their employees, they say that after the crisis an important educational campaign

was carried out for the chain's employees to raise awareness about the treatment of

customers and the essence of the company, but also to make them feel part

of the project, as if it were a big family. In fact, many of the economic crises

that Howard Schultz confesses to having suffered during his childhood, he wanted to spare

his employees. The creator of the Starbucks concept mentions

in his autobiography “When I was a kid, I also knew what it felt like to have no

money. My parents never had anything, nor did they have any savings ”. Since 1991, Starbucks has

granted the possibility of acquiring shares to all employees, thus moving to the category

of 'partners'. An exemplary way to create happy employees in your workplace.

“I never set out to build a global business. I set out to build the kind of company

my father never had the opportunity to work for. One that treats all people

with dignity ”The last great Starbucks concept was born

in 2014, on the same street as the first Starbucks, but at number 1124, where it began another

adventure inspired by its origin and with a view to improving its taste. 10 blocks from the 'first

store', the company opened the first Starbucks Reserve, Roastery & Tasting Room, a space

for coffee lovers to taste the beans that the brand has collected throughout

the world. With the beans it collects, the company makes

its experts more than 250,000 cups of coffee a year to choose what its new

reserves will be. Some of them, you can only taste in this huge place. If

the first branch is characterized by its simplicity, this one will surprise us with its size

and its huge toasters. Starbucks Reserve combines the original idea

of the company, to satisfy coffee connoisseurs, with the experience of consuming

the drink prepared on the spot. In this way, when consuming a product you can approach

the baristas so that they can tell you the whole coffee process, from how it is grown, the country

of origin of the bean, and the techniques for straining, to the methods of caring for the

environment. . You will not find any store with these characteristics

in another country. However, the company is currently preparing to open another reserve roaster

in China, a country with which Seattle has close communication thanks to its ports

and air connections. Finally, after telling you the story

of this impressive coffee shop, Arguably the six keys that paved

the way for Starbucks success as a franchise are: • Product Personalization.

• Expansion model inspired by another big one.

• A premium approach. • Offer your own experience.

• Focus its operation on the customer. The truth is that you can learn a lot

from the history of Starbucks, but also from its business model that at first seemed

outdated, but with certain arrangements and decisions it became a model to be followed

by thousands of companies and businesses in the world. world. And that currently its model makes it

one of the most valuable companies in the world and with the most loyal customers and employees

that exist. His story can really teach us to create innovative ventures,

which sometimes even arise from a simple cup of coffee. I send you a big greeting investors,

take care of yourselves, and see you soon.