THE MARKET Throughout 2008 the market continued to expand rapidly in the UK, with more than 3,700 outlets and an estimated £1.53 billion turnover. Despite the recent economic slowdown, the market is expected to almost double in the next decade to an estimated 6,000 outlets and £2.5 billion turnover. Starbucks remains the UK’s leading branded coffeehouse, with 31% of UK coffee shop visitors rating Starbucks as their favourite coffee shop brand.
PRODUCT
The Starbucks coffeehouse offering comprises high-quality whole bean coffees, fresh, richbrewed, Italian-style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment. In addition, Starbucks retails whole bean and ground coffees through selected UK supermarkets and has a well established business in the UK foodservice sector. Starbucks also retails Starbucks VIA Ready Brew, an instant coffee, at selected outlets in London, Illinois and Seattle.
RECENT DEVELOPMENTS Starbucks continually strives to improve the ‘Starbucks Experience’ for its customers. In 2008 it launched
mystarbucksidea.com, an online community that enables customers to play a role in shaping the company’s future. In 2009, Starbucks introduced Starbucks Card Rewards. The new programme offers Starbucks Card holders extra value and benefits whenever they use their registered Starbucks Card, such as free everyday extras and exclusive offers throughout the year. The Starbucks Card is accepted in participating Starbucks coffeehouses in many countries around the world offering increased convenience for customers.
PROMOTION
Storytelling is part of the Starbucks culture and, as part of a non-traditional marketing model, the success of the company’s communication strategy is rooted in its partners’ passion for and involvement in its innovative product and experience. The company has established seasonal favourites in the UK and Ireland, promotes individual beverage customisation and has been at the forefront of innovating the coffeehouse experience in the UK over the last 10 years. Starbucks coined the phrase the ‘third place’ - a restful environment between home and work in which to relax, take time for yourself and enjoy a freshly brewed cup of high quality coffee.
BRAND VALUES
The Starbucks mission is to ‘inspire and nurture the human spirit - one person, one cup, and one neighbourhood at a time’, which is supported by a passionately held set of principles that guide how partners in the company live every day.
TIMELINE
1971Starbucks is founded in Seattle by three friends who met at the University of San Francisco
1991Bean Stock is
introduced - a stock option scheme for all employees to make them ‘partners’
1998Starbucks enters the UK market through the acquisition of 60 stores from Seattle Coffee Company
2006Starbucks is awarded a Business in the Community
Big Tick for excellence in CSR - for the second consecutive year
2008Starbucks reaches its 10th year of operation in the UK and Starbucks Shared Planet launches
2009The Starbucks Card Rewards programme and Starbucks VIA Ready Brew
are introduced. Starbucks is ranked as one of the 100 ‘Best Companies to Work For’ by Fortune
WORK - 33
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