Starbucks. When you say the name, it automatically conjures up an image: a coffee bar upscale with light wood, glass and chrome. The invitation-stimulating and the aroma of coffee and the café atmosphere has made Starbucks the best-known specialty coffee roaster and server in the world. Starbucks has done an excellent job of the company brand – is the only coffee brand that is on the list of 100 most recognized brands in the world. What makes the Starbucks brand and experience Starbucks Coffee as ubiquitous that occupies up there with Google, McDonalds and Coca Cola in name and brand recognition?
Size and number of Starbuck's places has something to do with name recognition and popularity. With more than 16,000 stores worldwide, Starbucks is certainly one of the most visible brands in the world. However, this is not a case of the chicken or the egg – to become so visible, Starbucks had to start with something special in the first place. It's that "something special" which defines the Starbucks coffee experience.
The Third Place
Since opening its first stores in Seattle, Starbucks has worked to be more than a place where you buy coffee. Howard Schultz, chairman and CEO of the company, which defines the atmosphere that Starbucks attempts to create, when said: "We are in the business of human connection and humanity, creating communities in a third place between home and work."
The concept Third Place informed the design of Starbucks stores. While coffee has center stage, the design is convenient for customers. For customer convenience and social interaction, most Starbucks stores mix of upholstered sofas and chairs and straight-backed chairs around tables. Most stores Starbucks offers free electricity to its customers so they can connect their laptops and all U.S. Starbucks offers Wi-Fi through AT & T. Moreover, Starbucks, many have a well-stocked reading and game platform to encourage clients to settle and go out with friends for a while.
The Café Experience
More than anything, of course, Starbucks is about coffee. The company began as a roaster of premium coffee, and remained faithful to its roots by serving nothing but excellent coffee. Since July 2008, Starbucks announced it would be changing the way coffee is made and served in its stores around the world in an effort to provide the best coffee experience possible. The changes are rolled across the U.S. in late 2008, and include a commitment to BREW grinding and many varieties of coffee to order and to dismiss all the coffee has been produced for over thirty minutes.
To improve the atmosphere coffee, were asked to Starbucks employees to avoid using strong perfumes that might interfere with the aroma of coffee, and almost every Starbucks around the world are for no smoking indoors. Preservation of the environment centered at the cafe was the reason that Starbucks abandoned its brief foray to serve breakfast sandwiches. According some sources, the smell of breakfast sandwiches up the aroma of coffee, making the smell of coffee, cafes, diners – an image that the company does not want to submit.
All about coffee
The Starbucks coffee experience extends to beer Starbucks coffee at home. Roast coffee Starbucks has chosen to sell are those that best reflect the rich coffee flavor and aroma from your local Starbucks. The roasts tend to lean heavily toward darker roasts, because it is easier to maintain consistency across batches flavor when roasted dark. Darker roasts also tend to be more 'coffee' tasting of lighter roasts, which allow changes in the region and season to be more readily apparent.
Since 2000, the coffee experience Starbucks has also included feeling good about their choice of coffee. This is the year when Starbucks began selling its line of Fair Trade Certified coffee. In 2005, Starbucks was the largest single purchaser of certified Fair Trade coffee in the world, buying more than 11.5 million pounds of coffee from the FTC – about 10% of the volume of all U.S. sales of fair trade. The sum represented approximately 6% of the total coffee purchase the company for that year. While some groups Starbucks activist pressure to increase the percentage of Fair Trade coffee offered for sale, company spokesmen point to be paid above the market price for coffee and also dealing with many small producers who can not afford the cost of Fair Trade Certified.
The Starbucks Coffee Experience
The Starbucks coffee experience can be summarized in one word: great coffee in comfortable surroundings served by an attentive staff and produced by a company that cares about our world. With great tasting drinks and a commitment to create a fun, no wonder why Starbucks has become a household name.
About the Author:
Stephanie Larkin is a freelance writer who writes about topics pertaining to the food and beverage industry often discussing specific brands such as Tassimo
Article Source: ArticlesBase.com – What Makes the Starbucks Coffee Experience Special?