Analyzing Starbucks: Success Smells Like Coffee

Do you wonder about the origin of the Starbucks' cup you hold in your hands? Or how about how it became a household brand, one that virtually everybody recognizes? Let's explore how Starbucks claims its throne and becomes the MacDonald's of coffee chains by analyzing its growth.

Expanding its audience

One thing I love the most [about Starbucks] is the consistency of the taste. No matter which country you buy the cup of coffee or any other drink would still taste the same. [It has] very strong branding and quality.

- Maria, loyal customer

Ever since its first doors opened in 1971 in one of the oldest farmers' markets in US, Seattle's Pike Place Market, Starbucks had been serving quality coffee for its customers.

For a lot of people, coffees help to kick-start their day, keep them awake, or simply because they enjoy the sweet taste and aroma of coffees.

Starbucks went public in 1992, and had gone from opening 84 stores to 3,501 stores over a decade. Its popularity didn't stop there - the numbers rose to over 13,500 (and it's still multiplying) since the 2000s.

Not only do they attract coffee-lovers, their menus have also significantly changed over time.

Besides regular black or white coffee, they've added a whole new array of choices for anyone who walked through the door - for those watching their diet, to those with a sweet tooth, to the adventurous coffee enthusiasts, even for anyone who do not care for caffeine.

The caffeine-free options are popular too, and if you're not into coffee, that's fine. They've got teas, and not to mention, a variety of cakes, pastries and even pastas lay in front of you in the display cabinet.

Starbucks have managed to not just draw the attention of businessmen or women to waltz in and grab their daily dose of caffeine, but also families with children and teenagers with money to spend.

How are teenagers caught within the loop? Social media.

Staying in trend

Turning trends on their heels, their coffees have become part of popular celebrations such as Christmas and #NationalPumpkinDay in the fall. These specialty beverages are also available during limited periods, such as during these festive occasions.

There are different coffees for different occasions; be it by the poolside, making a to-do list or even by a mountainside.

Cosy interiors

The relaxing interior design boasts inspirations from Mother Nature such as wooden floorings, furnitures and countertops. Minimalistic designs for the lightings and cabinet displays serve to give their stores a homely feeling, making their customers feel the comfort as soon as they step through the doors.

Starbucks also made a movement in saving the Earth and its resources - this is evident in their napkins which are made from recycled materials.

We believe a coffeehouse should be a welcoming, inviting and familiar place for people to connect, so we design our stores to reflect the unique character of the neighborhoods they serve. We are also interested in the way design can connect us all to sustainable building practices and provoke thoughtful questions and engagement with the built environment. In addition to reducing energy and water consumption, we incorporate reused and recycled materials wherever possible and often use locally inspired design details and materials in our stores.

- Source

Available & accessible

With a Starbucks store at every turn, it can be quite tempting to drop in and grab a cuppa.

Some of their stores are also open (especially in the city district) 24 hours a day, meaning a deliciously sweet beverage or cake is within your reach at any time of the day.

Not to mention, their delivery options and pay-to-go options have made it all the more easier for us to order our favourite drinks at the touch of a button.

Providing incentives

Besides rising to over 13,000 cafes worldwide, rewards are given to loyal Starbucks members via the loyalty card.

These rewards come in various offers such as “One-for-One” - where a customer buys one drink and gets a second drink for free - or a “Complimentary Drink Upgrade” - a venti is paid for the price of a tall drink - or even a complimentary drink or cake during the member’s birthday month.

As the rewards keep coming, loyal customers also keep returning to redeem the rewards before they expire.

Maria added, “I think they had set a standard worldwide for quality coffee and ice blended drinks.”