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Starbucks is one of the most famous coffee companies in the world. The chain of 24,464 (in 2016) coffee houses operates in more than 50 countries around the world. Customers are attracted by the special atmosphere and of course by the taste of great coffee.


History of Starbucks


The history of the brand began in 1971 when teachers Jerry Baldwin, Zev Siegl and writer Gordon Bowker decided to sell coffee beans and opened their first shop in Seattle. The company was named after a character in “Moby-Dick, or, The Whale” – Mr. Starbuck first mate on Captain Ahab’s ship. For the logo was chosen an image of Siren - twin-tailed mermaid from Greek mythology. In 1987 Howard Schulz became the owner of the company and he was the one who made Starbucks the way we know it today.


Advertising and revenue


Starbucks is primarily oriented on communication within the walls rather than on food and drinks. The location of coffee shop is selected in the most careful way: the front door should face the East or South, so that you can enjoy the sunshine, but the sun will never hit you in the eyes. Another important detail is personalization: the barista always writes the name of the customer on a paper cup and, when it is ready, loudly pronounces it. Starbucks has created the most convenient place - comfortable furniture, homely interior, free Wi Fi, beautiful music (the same compositions play in all Starbucks coffeehouses worldwide throughout the day).

Starbucks often cooperates with other giants of the market. For example, Starbucks is a partner of Kraft Foods, PepsiCo, United Airlines, and Arizona State University. Since 2006 it cooperated with Apple iTunes Store where you can buy music that played in Starbucks stores.

The company’s revenue is US$19.16 billion, total assets – US$12.45 billion, total equity – US$5.82 billion (in 2015). Number of employees – 238,000 (in 2016). In September 2016, Starbucks invested 378.7 million U.S. dollars in marketing activities and it is rather small amount comparing to the largest fast food companies. The best advertising to the brand is a family atmosphere, friendly service, and individual approach to each client. First of all Starbucks is a great place where you can spend a nice time with friends and only then coffee and food