In March, two global companies - coffee chain Starbucks and food manufacturer Kraft Foods - experienced significant changes. The first has entered two new categories for itself, and the second has introduced a new name for its global business. Change - important step for any brand. Often, logos can tell a lot about the development of a company, so we decided to trace the history of Starbucks and Kraft Foods through them.
Starbucks
The Starbucks story began in 1971, when two teachers and one writer chipped in $1,300 each to open a coffee bean store in a shopping mall in Seattle, Washington. The friends decided to name their store in honor of one of Starbuck's characters in the cult American novel Moby Dick. Since Starbuck was an assistant on the ship, the creators decided to keep the theme of the sea. Therefore, the image of the two-tailed mermaid Siren, a sea creature from ancient Greek mythology, was chosen for the logo. An engraving from a 16th-century book was used, in which the Siren is depicted half-naked.
True, the designer made several changes - he made Sirena's smile wider and removed the navel. The first Starbucks logo in 1971 was shaped like a cigar strip. The main color of the logo was brown.
In 1987, green and stars appeared on the logo.
In 1992, the logo focused on the Siren's face - the lower part of the mermaid's body was removed. The brown color has been pushed out.
In 2011, Starbucks decided to radically change the twenty-year-old logo. “Siren has represented coffee for forty years, and now she is a self-sufficient star,” the company said. Therefore, it was decided to remove everything from the logo, except for the mythological creature. The green bezel with the company name and stars has disappeared, the color of the logo has become lighter. According to Starbucks, this is a more expressive and expressive logo, which at the same time retains the most important thing - the image of the Siren and the green circle.
Starbucks expanded beyond the US market in 1996 by opening locations in Japan and Singapore. Growing out of a supermarket coffee shop, the worldwide coffee shop chain now has a profit of $945 million (2010). Starbucks continues to explore new markets - now the company has begun to produce juices and energetic drinks.
Kraft Foods
Kraft Foods was founded in 1903 by James Kraft (originally J.L. Kraft & Bros). He was the company's president from 1909 to 1953. Over the course of its history, Kraft Foods has changed not only the name, but also the logo. Here are the most significant changes.
Until 2009, the company logo looked like this.
In February 2009, the Nitro advertising agency developed a new corporate logo, adding a smile element to the identity. The logo also featured a firework of 7 colorful spots, each representing a specific line of business for Kraft Foods. In addition, the corporation introduced a new slogan - Make today delicious (Make today delicious).
Five months later, the logo was changed again, with the focus shifted from the smile to the colorful petals.
Kraft Foods is one of the largest food manufacturing companies in the world. In 2011, the company's annual sales were $54.4 billion. On August 4, 2011, Kraft Foods announced its plans to split and create two independent public companies, and last week unveiled a new name for the global business.
Kraft Foods has been on the Russian market for 17 years, the company's investments in the Russian economy have already exceeded $800 million. Kraft Foods Rus produces goods under such brands as Carte Noire, Jacobs, Maxwell House, Alpen Gold, Vozdushny, Milka, Wonderful Evening, Anniversary, Prichuda, Alpen Gold Chocolife, Barney, Tornado, TUC and Estrella.
In February 2010, Kraft Foods acquired Cadbury globally. The key brands of Dirol Cadbury on the Russian market are Dirol, Stimorol, Malabar chewing gum, Halls and Dirol Drops, Cadbury, Tempo and Picnic chocolate. Kraft Foods owns 5 factories in Russia.
Starbucks is an American coffee company and operates a chain of coffee shops of the same name. As of early 2017, Starbucks Corporation operated over 24,000 outlets worldwide. At the end of April 2017, the company's capitalization exceeded $86 billion. In the ranking of the most expensive brands in the world 2017 (Global 500 - 2017), Starbucks is valued at $25.6 billion and ranks 39th.
The founders of Starbucks are three friends from Seattle - Jerry Baldwin, Gordon Bowker and Zev Ziegal. All three friends were from simple families and had not been in business before. They were united by a common love for coffee and the desire to sell the city's residents the best examples of this drink. The niche of high-quality coffee, which was empty in the city at that time, also contributed to the implementation of the idea.
In 1971, J. Baldwin, Z. Ziegal and G. Bowker decided to open their own coffee bean shop. They invested $1,350 each in the common business and borrowed an additional $5,000 from the bank.
Interesting fact! The name of the store was given in honor of the character of the book "Moby Dick" Starbuck, who was very fond of coffee. In continuation of the marine theme, the interior of the store was designed in the same style.
The logo for the store was designed by artist Terry Heckler. It featured a mythical siren surrounded by the name of the company. The seductiveness of the siren symbolized that the coffee in this store will not leave anyone indifferent. Over time, the logo has changed several times, but in Seattle, at the first Starbucks store, you can still see the initial version.
Until the early 80s, Starbucks already operated five stores and a small factory, but the owners had no global expansion plans.
Stages of company development
In the early 1980s, regular coffee sales began to decline in the US, and demand for the company's Specialty coffee grew. In the face of rapid growth, the owners of Starbucks were not able to effectively manage their business. In addition, Zev Zigal left the company in 1980. So in 1982, businessman Howard Schultz joined Starbucks to get the business up and running and grow.
After a trip to Milan and getting acquainted with the European culture of coffee consumption, G. Schulz proposed changing the concept of the company, which had previously sold only grains, and opening several coffee bars. The Starbucks coffee shop, which became the company's 6th outlet, quickly became one of the most popular establishments in the city. Soon, G. Schultz opened another coffee house, Il Giornale, which served over 700 visitors after 2 months.
Despite such success, Starbucks owners were not ready to move into a niche restaurant business.In 1987, G. Schultz gathered a group of investors who bought the company from the owners for $3.7 million. All coffee shops have moved under the name Starbucks, and stores selling coffee beans become cozy coffee shops. The company itself was named Starbucks Corporation. By the end of the year, the company already had 17 points of sale under its management.
You can watch the biography of Howard Schultz in the video.
In 1988, the company was one of the first in the industry to produce its own catalog, which helped it establish cooperation with more than 30 stores, and implemented the delivery of goods by mail. In the same year, the expansion of neighboring states began - Starbucks coffee shops appeared in Chicago, Portland and Vancouver.
For 4 years, the company opened about 150 more outlets, and in 1992, 165 Starbucks stores and coffee houses were already operating in the United States. The company's revenue exceeded $73 million. In the same year, a public offering of the company's shares was held, as a result of which the market valued Starbucks at $271 million. 12% of the shares sold brought $25 million in profits, which were invested in expanding the network. Just 3 months after the placement of shares, their price increased by 70%.
1996 - the beginning of the international expansion of the brand. The first country was Japan. A little later, the company's coffee shops appeared in Singapore, Taiwan and South Korea.
In 1998, Starbucks appeared in England. It was decided to enter the British market through the purchase of a large local company, the Seattle Coffee Company, which operated 56 points of sale. The deal is valued at $83 million.
During this period, the company's management initiates the creation of new products and signs several deals aimed at increasing the popularity of the brand:
- the company's products began to be offered on United Airlines aircraft;
- sale of coffee via the Internet;
- sale of coffee through large retail chains.
In 2002, Starbucks entered the Latin American market. The first store was opened in Mexico City. Today, over 250 points of the company operate throughout Mexico.
By the beginning of 2007, there were about 16,000 Starbucks coffee shops in more than 40 countries around the world. The company began to sell snacks, accessories and devices for serving and preparing coffee.
Interesting fact! Despite the large number of establishments it operates, the company makes sure that the front doors of coffee shops do not face north. This is done so that visitors to the establishments do not interfere with sunlight to enjoy coffee.
In 2008, the company entered the markets of Europe and South America, which became the main directions of brand development. At the same time, the company closed 70% of stores in Australia (due to the difficulty of learning about the local coffee culture) and experienced difficulties in operating in China.
The global financial crisis significantly worsened the company's performance, and at the end of 2008 Starbucks shares were trading at $4–5/share. But the successful development of business in Europe and Latin America in 2009-2012. caused a good growth in the value of the company's shares, which by the beginning of 2013 were already being sold at $27/share.
You can see the Starbucks success story in the video.
Starbucks competitors
The specifics of Starbucks is such that the company has no competitors in the global market in its niche. The brand has to compete for customers with McCafe from McDonald's, but still these are different market niches.
The main competition for Starbucks is made up of regional players operating in certain regions. So, in Germany, the company competes with Tchibo (a total of 800 points of sale, of which 500 are in Germany), in England - Costa Coffee (a total of about 1,000 points of sale, of which 700 are in the UK), in France - Nespresso (more than 110 points of sale) .
Starbucks in Russia
Starbucks had been planning to enter the Russian market for a long time, but due to various difficulties, it only happened in 2007. The first coffee shop was launched in Khimki in the Mega shopping center, after which several more stores were launched in Moscow. In December 2012, Starbucks launched the first cafe in St. Petersburg. In 2017, over 100 brand establishments operate in Russia. In addition to Moscow in St. Petersburg (more than 80 coffee shops in total), Starbucks is represented in most major Russian cities.
Company in 2017
Starbucks in 2017 is one of the most recognizable and expensive brands in the world. The value of the company's shares exceeds $60/share, and the capitalization is $86.82 billion. Management plans to reach Starbucks' value of $100 billion.
The Starbucks network has about 24,000 outlets with about 200,000 employees.
An important focus of Starbucks is environmental protection. Every year it spends heavily on projects to save energy and protect nature.
You can learn about Starbucks charity in numbers for 2017 from the video.
One of the most famous coffee chains in the world is Starbucks. Starbucks Corp. founded relatively recently. This brand appeared on the world coffee market on March 30, 1971. At first, this was a store that sold its own roasted coffee. Three friends - incredible coffee lovers: Jerry Baldwin (Jerry Baldwin), Zev Siegl (Zev Siegl) and Gordon Bowker (Gordon Bowker) opened their small coffee shop in Pike Place Market, in Seattle.
Since at the beginning of their activity, the founders could not boast of a large number of customers, so they gladly devoted a lot of time to each of them, talked about coffee, shared secrets and, so to speak, preached love for this wonderful drink.
For several years this small shop was the only one of its kind. Only ten years later, the number of Starbucks stores reached five. In addition, the company had its own factory, which allowed not only selling coffee in stores, but also being a coffee supplier for many bars, coffee houses, and restaurants.
The turning point in the history of the formation and development of the Starbucks brand came in 1987. It was at this time that Howard Schultz became the owner of the company. Thanks to him, Starbucks is now a chain of 2,000 coffee shops around the world.
Changes are the stages of the formation of Starbucks
After several years as director of retail sales and marketing, Schultz retires from business and starts his own business, becoming the owner of the coffee chain Il Giornale. Some time later, he finds investors and repurchases Starbucks. Combining two related activities into one company, the new alliance and the Starbucks coffee chain under his leadership managed to conquer the whole world.
Despite the fact that the company has changed, the love for coffee and attention to visitors remained the same. At Starbucks, people come to socialize, work or just look at people. This is not accidental, because the atmosphere of communication in coffee houses was created purposefully.
Howard Schultz was always convinced that not only coffee brings people to the company's establishments, but also personal experience. Therefore, all the work of Schulz and his team was aimed precisely at creating the environment necessary for obtaining such an experience. This was facilitated by comfortable sofas, fireplaces, smoothly curved lines of a cafe that create a comfortable space, free internet and much more.
In addition, Howard Schultz has always tried to maintain the company's commitment to high-quality in-house roasted coffee. There were some difficulties associated with this. Since expensive and rare varieties of coffee were supplied in two-kilogram bags, it quickly fizzled out - long before the sale. This forced Starbucks to create its own powdered coffee technology.
Starbucks company logo
Separately, it is worth talking about the logo and the name of the Starbucks company. The name of the company was chosen in accordance with the famous novel "Moby Dick". As for the logo, it originally featured a mermaid and a siren with two tails. This image was found on an old engraving. It symbolizes the marine theme of the company name.
In 1987, the logo was partially changed. The company's logo now combines the Starbucks and Il Giornale logos.
The current Starbucks business
It is known that the total number of establishments of the company reaches about 19,000 worldwide. Starbucks coffee houses are open in more than 50 countries around the world. The company's headquarters is located in Seattle, Washington.The biography of the company is its success story, a clear example of how to build life and work. Confucius wrote: “Choose a job you love and you will never have to work a day in your life.” A long time ago, three coffee-loving friends did just that. They turned their hobby into a profession. The friends did not have any specific business concept. What they did could be called creativity rather than strategy. And, nevertheless, the whole world soon learned about the coffee house under original name Starbucks.
How it all began
So, three young people (two teachers - history and of English language and the writer), who had known each other from their studies at the university, came up with an idea. Who became the initiator - Jerry Baldwin, Gordon Bowker or Zev Siegl - is not important. Since everyone loved coffee, the idea was simple: to open a store selling a drink in beans. But they needed money for it. The guys chipped in for $1,350 each. Yes, they took five thousand. This was enough for the store to open its doors to everyone on September 30, 1971.
What state did Starbucks coffee shops originate in, you ask? We answer: this is Washington, the city of Seattle.
And one moment. Enthusiasts were inspired to such a feat by Alfred Peet, an entrepreneur who somehow roasted grains in a special way and taught the guys this. And they set about selling coffee according to a secret recipe.
What would you call a boat...
Seattle is the largest center in the northwestern United States and a major seaport. So, thinking about the name of their future brainchild - the Starbucks coffee house, the founders settled on the name of the whaling ship captain's assistant from the famous book "Moby Dick". His name was Starbucks.
They also worked on the logo. We decided to take the image of a siren (mermaid). The color of the picture is brown. In the late 80s and early 90s, it was changed to green. The tail is slightly shortened. The girl's chest was hidden behind the hair flying in the wind. Added asterisks between words.
And finally, in the center is the face of a mermaid. The green rim disappeared, the stars “faded out”. The color of the logo has become much lighter.
So, Starbucks coffee shops appeared on the streets of the city. At first, the company only sold coffee beans in Seattle, but the drink itself was not brewed here. Just a little. They gave a try to those who wished to and this played a role.
Friends learned the technique of the new business from A. Pete and expanded. By 1981, five stores were already operating. There was also a mini coffee roasting factory and a department that supplied its products to local bars and restaurants.
And then the network expanded beyond Seattle. Branches appeared in Chicago and Vancouver.
The next step was to start selling goods by mail. For this, a catalog was compiled. Now you know in which state Starbucks coffee shops appeared. And soon new establishments opened in 33 locations in different parts of the United States. And all thanks to the printed registry.
Incredible fact: in the 90s, Starbucks opened new stores. And it happened almost every working day! The company managed to maintain such a frantic pace until the onset of the 2000s.
Today, for Americans, there is no question of which state the Starbucks coffee shops are located in? Where can you enjoy excellent coffee? There are places like this all over the place!
New markets
And in 1996, the company reached a new level: the first Starbucks coffee shops appeared many kilometers from the USA - in Tokyo (Japan). Following the land of the rising sun, 56 outlets were opened in the UK. Very soon, Starbucks coffee shops appeared in Mexico. Now there are already 250 of them, in Mexico City alone there are about a hundred establishments.
Today, the Starbucks chain of coffee shops is very large. You can't list all the addresses. It is possible to name only the countries where there are these institutions, and then some. These are Switzerland, India, Denmark Germany, South Africa, Poland, Hungary, China, Vietnam, Argentina, Belgium, Brazil, Bulgaria, Czech Republic, Portugal, Sweden, Algeria, Egypt, Morocco, Norway, France, Colombia, Bolivia.
And in Norway, the airport in Oslo was chosen as the site for the first Starbucks coffee shop. In Beijing, she registered in the hall of international departures of aircraft. In some places, these establishments are located in hotels, for example, in South Africa.
But this is far from over! Last year, in 2014, Starbucks donated six of its stores to Colombia and four to Hanoi. More than ten establishments will be in Bogota in 2015. The same year is scheduled for the opening of a similar cafe in Panama.
In the park, on the ship and on the islands
Both Disneyland and different countries oh you will meet Starbucks establishments. The coming year 2015 was very pleased with many coffee lovers. And here's why: the restless company Starbucks now invites you to drink a fragrant drink on the islands in the English Channel.
Moreover, zealous coffee merchants managed to adapt even the ship to their goals! This happened in 2010. The first store was located on board the cruise ship Allure of the Seas, built by Finnish shipyards. It is the second largest in the world.
And in Russia too
The company's managers have long looked towards the inexhaustible market of Russia. And in the fall of 2007, Starbucks coffee shops appeared in Moscow (in one large shopping center). Very quickly, the residents of the capital appreciated this institution, and it was decided to open several more branches.
In 2012, Starbucks was already talked about in the northern capital - St. Petersburg. On Primorsky Prospekt (lovers of a fragrant drink rush from everywhere, drink it and praise it.
99 coffee shops operate today in Russia. Of these, 71 - in the capital, ten - in St. Petersburg. They are also available in Sochi, Yekaterinburg, Rostov-on-Don and other cities.
Chips do their thing
Those who have visited these establishments never cease to be amazed at the marketing art of the company's leaders. And here everything is involved in the complex.
The biography of the company is impressive. It reflects the long journey from the moment when Starbucks coffee shops appeared in - from a tiny store to the world's largest business empire.
Fans love to visit these establishments not only because of the excellent quality of the drinks, but also because of the incredibly attractive atmosphere. So, the interior of the very first coffee shop has hardly changed in 40 years. Traditions are kept here. And customers enjoy coffee as if they were in a kind of Starbucks museum.
Here's another example. In all the coffee houses of the world, the same melody plays at the same time. And a corrugated cardboard ring is pulled over a paper cup from above: this allows customers not to burn their hands.
And what is the richest menu! This is coffee different types(including seasonal). There are also many syrups, teas, light salads and, of course, a huge number of desserts.
Let's not forget about the famous thermo mugs, which can be purchased as a souvenir along with branded cups and glasses.
Caring for the environment
A few years ago, the company launched a program called Land for Your Garden. The leaders of the empire decided that their business should be environmentally friendly. The spent was sold to everyone who has his own farm. After all, it can be used for compost.
Then Starbucks took another step worthy of emulation. The company began producing paper napkins and smaller trash bags. This approach entails saving natural resources.
Next step - own production. In the manufacture of cups for drinks, they began to use part of recycled paper - only 10 percent. Someone will say that this is very little. Nevertheless, according to the results of the work, Starbucks was awarded the National Prize for such an idea.
Never stand still
You can’t blame the Starbucks coffee shops for conservatism and unwillingness to change something. So, every year, the company pleases us with another innovation.
So, in 2008, a line was launched - Skinny (translated as "skinny"). Clients were offered unsweetened (without sugar) and low-calorie drinks - based on skimmed milk. Everyone could order what they want from a set of sweet natural products - honey or syrup.
In 2009, customers were offered another innovation - coffee, but in bags. Moreover, its quality was so high that many people could not understand: is it an instant drink or freshly brewed?
After a while, visitors were surprised again with a unique innovation. This time it was a cup of the maximum size - a volume of 31 ounces.
After some time, the company again delighted its regular customers, this time with an interesting car. She made her own coffee. It was packaged in thin plastic cups along with milk for latte.
In 2012, ice-cold refreshers were added to the menu of Starbucks coffee shops. They contain an extract from green beans (arabica). They also include fruit flavors, and, of course, caffeine. This product has become widely known. People liked its "strong taste - no coffee aroma".
In 2013, a new era begins - selling through Twitter mobile platforms. And a year later, the production of its own line of carbonated drinks, so to speak, "hand-made", was launched. They can be found on sale under the name Fizzio.
Leaders in everything and always
In 2013, Starbucks was named one of the firms and organizations recognized as the best employers in the world. Fortune magazine included the coffee company in the honorary list of the top 100 enterprises.
The organization has achieved such success thanks to a very thoughtful and fair system of remuneration. First, the publication noted allowances for overtime. Secondly, the fact of a constant increase in wages, regardless of the state of the world economy. Each Starbucks employee can really build a successful career in this company and go from an ordinary bartender to a top manager.
Julia Vern 7 695 1
Today it is difficult to find a coffee lover who has not heard of Starbucks, the world's largest chain of coffee houses, a global brand. And back in 1971, Starbucks was just a small coffee shop in a shopping mall in Seattle, which was opened by three friends - English teacher Jerry Baldwin, history teacher Zev Siegl and writer Gordon Bowker. Initially, the company specialized in the sale of coffee beans and related equipment. Interesting story connected with the name - the first version of the name for the new company was "Pequod" (whaling ship from the novel "Moby-Dick"), but later the friends decided to take the name of the first assistant from the same literary work - Starbuck.
According to the founders, they decided to open their own coffee business when Alfred Peet, the owner of Peet's Coffee, taught them how to properly roast coffee beans. It was Peet's Coffee that became the first supplier of roasted beans for the enterprising trio, until they opened a second store and purchased their own roasting machine, after which Starbucks began buying green coffee beans directly from farmers. A few years later, already owning five stores and their own factory, the trio decides to buy Peet's. Around the same time, the company had its own sales division, which was engaged in the direct supply of coffee beans to bars and restaurants.
In 1987, the owners sell the company to its current president, Howard Schultz, and take over the management of Peet's Coffee & Tea. It was Schultz who made Starbucks what many fans know and love today. The story began in 1982 when Howard Schultz joined Starbucks as director of retail sales and marketing. At that time, the company was only engaged in coffee beans, Schultz, inspired by the philosophy of Italian espresso bars, wanted to open a chain of coffee shops, but did not find support from the management (despite several successful pilot projects). So Howard left the company and started his own chain of coffee shops called Il Giornale. After buying the enterprise of his former employers, he merged the businesses, rebranded and so the first Starbucks coffee shops appeared. In the same year, 1987, the company's first coffee shops appeared outside of Seattle - in Vancouver and Chicago.
In parallel with the chain of coffee houses, Schultz also develops the direction of the sale of grain coffee - in 1988 he issues the first catalog of the company and begins trading by mail, which allows him to become a supplier of 33 stores scattered throughout the United States.
Four years later, in 1992, the company holds its first public offering on the stock exchange. By that time, the network already had 165 operating outlets, and the annual profit was $73.5 million compared to $1.3 million in 1987. In just five years, Howard Schultz managed to increase the profitability of the business by more than 56 times.
Further growth rates of the company can rightly be called avalanche-like - in the 90s, a new outlet was opened almost every day. In 1996, the first Starbucks appeared outside of North America - in the Japanese city of Tokyo. Two more years later, in 1998, the UK market was also mastered through the purchase of Seattle Coffee Company, which was located in the United Kingdom and owned 56 outlets in its territory.
Starbucks in Russia
The company has repeatedly stated its desire to master the Russian market, but this happened only in 2007. The reason was a legal dispute with the Russian company Starbucks LLC (which has nothing to do with the brand), which in 2004 registered the right to use the Starbucks trademark in Russia. The American corporation filed a complaint with the Chamber of Patent Disputes and Starbucks LLC was ordered to return the rights to its trademark to Starbucks Corporation (the name was changed by Howard Schultz in 1987). The first institution of the company was opened in September 2007 in Mega-Khimki, a Moscow shopping center. Now there are 99 coffee houses in Russia, most of which are located in Moscow.
Expansion of the range and lines of business
In the days of the early Starbucks coffeehouses, the company offered patrons several espressos and lattes (whose recipe Howard Schultz brought back from Milan shortly after starting as director of retail and marketing) and a variety of freshly roasted coffee beans. And, of course, the cozy atmosphere of a coffee shop, where you can meet friends or business partners to discuss current issues over a cup of coffee. But with the growth of the corporation, the range of services and goods offered also grew. Today, Starbucks customers can choose from a wide range of drinks, the most popular of which are:
Hot coffee drinks
- Espresso is a classic of the genre, a thick aromatic drink that perfectly invigorates in the morning and gives strength. Starbucks signature espresso has a distinctive caramel flavor.
- Americano - this is the name given to the European tradition that has taken root in America to use espresso in combination with hot water.
- Latte is the recipe that once inspired Howard Schultz to build the company we see today. It traditionally consists of steamed milk and a layer of espresso with foam on top of it, often including some kind of syrup according to the individual preferences of visitors.
- Cappuccino probably needs no introduction. A traditional espresso with a layer of steamed milk on top of it.
- Mocha - Consisting of milk, espresso, whipped cream and Starbucks mocha chocolate, a great drink for cold and overcast days.
- Macchiato Caramel is a thick and sweet drink, a signature Starbucks recipe. It consists of espresso with frothed milk and vanilla syrup, topped with a pattern of caramel sauce as a decoration.
- Freshly brewed coffee - every day in Starbucks coffee shops is offered as a drink of the day fresh coffee from branded blends of grain varieties of the company and different countries (available without caffeine).
Cold drinks
- Frappuccino Coffee is a wonderful refreshing sweet drink based on thick coffee mixed with milk and ice.
- Frappuccino Mocha - Classic Mocha with ice.
- Frappuccino Tazoberry - for those who do not want to drink caffeine. The signature recipe includes raspberry juice (other fruit and berry variations are possible), Tazo black tea and ice.
- Americano with ice traditional recipe thick espresso with cold water.
- Macchiato Iced Caramel - Ice is added to Starbucks signature Macchiato and the drink goes from warming to refreshing.
- Mocha with ice - instead of the company's traditional Mocha chocolate, cocoa sauce is used in the cool drink, otherwise the recipe is identical.
- Iced latte is a soft milky drink with a refreshing effect.
- Iced coffee is a separate way of drinking freshly brewed coffee, which is poured into a glass with ice.
- Mint blend - herbal infusion with peppermint and spearmint leaves has a sweetish taste of wormwood and the aroma of tarragon.
- Wake up - blend different varieties Indian and Ceylon tea excellent energizing and recommended for breakfast.
- English breakfast - a classic blend of Ceylon and Indian teas.
- Citron is a rich black tea with a light citrus aroma.
- Wild Sweet Orange is a decaffeinated, refreshing blend of citrus herbs with a vibrant orange flavor.
- Darjeeling is a Himalayan alpine black tea with hints of walnut in the aroma.
- Earl Gray is a famous Indian-Ceylon blend of black tea with the smell of Italian bergamot, popularized by the British.
- Tazo tea is a black tea with cardamom, black pepper, star anise and cinnamon.
- Zen - green Chinese tea several varieties, cooked in a hot pan and mixed with lemongrass and mint.
Of course, this is not the entire range (especially since there are special recipes distributed in certain regions), but these drinks are especially loved by brand fans around the world. The company does not forget about the trade in grain coffee, continuing to be a supplier of numerous restaurants, bars, cafes, hotels and airports. The company pursues a policy of supporting third-world manufacturers by offering them a higher and priority price for goods. In addition, the corporation supports environmental initiatives, the principles of fair trade, and has been included in the annual list of the "greenest" companies on the planet for many years.
In addition to drinks, Starbucks coffee houses offer their visitors fresh pastries, a cozy atmosphere and uninterrupted Internet access via Wi-Fi. Perhaps that is why the network's coffee shops are so popular among young people and representatives of start-up movements, who, as you know, do not part with a MacBook and a glass of coffee - all conditions are created for them here.
Another line on the menu was branded coffee ice cream the highest class produced jointly with Dreyer.
But coffee, tea and pastries are by no means the only area of interest for the American corporation - in 2006, the company opened the Starbucks Entertainment division, which publishes books, produces films and music, sells CDs in retail stores and other entertainment areas. An interesting fact is that the company's coffee houses are famous for their background music, and anyone can ask them to make a disc with their favorite compositions (the service costs about $ 9).
A separate point of the company's income is the sale of branded products - cups, thermoses and other related accessories. In the CIS countries, this is not so developed, but in the United States or in Europe you can often meet a person on the street with a characteristic logo on a thermal cup.
That's how one small shop turned into "Starbucks Corporation" - probably the most famous coffee brand in the world, and the company's logo - the famous green mermaid can be seen in more than 20,000 coffee shops in 64 countries around the world.
