We know that Starbucks is famous cafe in the whole world
Starbucks cafe famous for its delicious coffee, a pleasant place also professional service
But do you know the history of Starbuck to become famous in the world?
If don't know, please read the following article
In January 2008, Starbucks ousted its chief executive, James L. Donald, and brought back Mr. Schultz to try to invigorate the company. Later in the year, Mr. Schultz announced that would lay off 1,000 employees and close 600 underperforming locations in the United States, while scaling back the rate of store openings domestically. At the same time, Starbucks will move more aggressively to open stores overseas, where business remains robust. It has also introduced new discount programs like its $25 Gold Card, which offers 10 percent off on all items.
After more than a decade of sensational buzz, Starbucks is struggling nationwide as it faces slowing sales growth and increased competition.
The man who built the chain, Howard D. Schultz, has retaken the reins in an effort to revive it. Mr. Schultz has said he wants to refocus on the “customer experience,” recapturing some of the magic of the chain’s early years, when employees — who had heard the term barista before Starbucks came along? — made the drinks by hand and customers were excited by top-notch coffee.
Mr. Schultz faces a difficult task: He has to slow down the company to make stores feel more like hip neighborhood coffeehouses while also delivering the steady growth that investors have come to expect from Starbucks.
It was not too long ago that the arrival of a Starbucks was a major event, a recognition that a town or neighborhood was worthy of the chic Seattle-based chain. But in the last five years, every street corner, airport concourse and roadside rest stop in America seemed to attract a Starbucks.
As the company grew and customer traffic increased, Starbucks expanded its food offerings while introducing efficiencies like those automated espresso machines. Gradually, complaints surfaced that Starbucks felt more like a fast-food restaurant than a coffeehouse.
In five years, Starbucks nearly tripled the number of stores worldwide, from 5,886 in 2002 to 15,011 in 2007.
But those were headier times. Now Starbucks finds itself in an economic climate that has most people reassessing their daily spending habits on luxury items.
The company’s revenues and profit are tumbling as a result. It earned $316 million in profit on $10 billion in revenue for 2008. Starbucks has been hurt by rising costs, the cannibalizing effects of years of overexpansion, and stiff competition in espresso drinks from the likes of McDonald’s and Dunkin’ Donuts. In the summer of 2007, its customer traffic declined for the first time since the company went public, sending the stock tumbling. By the end of its fiscal 2008, Starbucks stock, once seemingly invincible, had declined by over 50 percent.
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