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HS

Howard Schultz

06/04/24

@ Acquired

Starbucks started as a small chain selling only coffee beans, not beverages, and was founded by Jerry Baldwin, Zev Siegl, and Gordon Bowker in 1971.

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Starbucks (with Howard Schultz)

@ Acquired

06/04/24

Related Takeaways

HS

Howard Schultz

06/04/24

@ Acquired

Starbucks was originally a small-time Seattle roaster that only sold beans before I took over and expanded it.

HS

Howard Schultz

06/04/24

@ Acquired

The original Starbucks founders had transitioned to Peet's Coffee, which opened coffee bars many years later.

HS

Howard Schultz

06/04/24

@ Acquired

Starbucks' success is rooted in creating a community space where people connect over coffee, which was a novel concept in the U.S. at the time.

HS

Howard Schultz

06/04/24

@ Acquired

In 1982, I joined Starbucks as the head of marketing when they were preparing to open their fourth store, still focused solely on selling coffee beans.

HS

Howard Schultz

06/04/24

@ Acquired

After a trip to Italy in 1983, I realized that Starbucks needed to transition from selling just beans to offering espresso beverages to create a community experience.

HS

Howard Schultz

06/04/24

@ Acquired

The coffee culture in America during the early 1980s was dominated by low-quality instant coffee, and Starbucks aimed to educate customers about high-quality coffee.

HS

Howard Schultz

06/04/24

@ Acquired

Starbucks is not merely a beverage company; it is a coffee company serving people, and it must focus on enhancing the customer experience rather than just executing transactions.

HS

Howard Schultz

06/04/24

@ Acquired

Starbucks focuses on enhancing the taste of their coffee rather than owning the real estate or manufacturing their own products like cups and beverages.

HS

Howard Schultz

06/04/24

@ Acquired

Starbucks built its reputation primarily through word of mouth, without spending on traditional marketing, by surprising customers in unexpected places.