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Starbucks is the leading retailer, roaster and brand of speciality coffee, with more than 15,000 retail locations around the world. The company is committed to offering the highest quality coffeeand the ‘Starbucks Experience’, while operating in ways that produce social, environmental andeconomic benefits for the communities in which it does business. Starbucks entered the UK marketin 1998 and now employs more than 8,500 ‘partners’ in more than 600 wholly owned stores.
Recent Developments
take time for yourself and enjoy a freshly Starbucks has had a long-standing relationship standard in brewing equipment. In addition, a new espresso machine will be rolled out Partnerships with a leading mobile network has recently entered into a new five-year and national quality newspaper have further market continued to expand rapidly in the UK, MastrenaTM grinds every shot to order and with more than 3,000 outlets and an estimated change. The programme will begin with two offers many other features that result in £1.3 billion turnover. The market has been Brand Values
growing at more than 15 per cent for the past Chiapas, Mexico and will focus on supporting eight years and is expected to almost double farmers, workers and their communities to beverage and food offering that is constantly has been described as ‘a new way of doing in size over the next 10 years, to an estimated help ensure their coffee is responsibly grown business’. Its mission is to establish itself 6,000 outlets. In the next decade turnover is and ethically traded, while contributing to the include Starbucks’ premium Signature Hot search for global climate solutions.
Chocolate, Crème Brule Latte and limited coffee in the world, while maintaining its Starbucks is recognised as the UK’s favourite availability Black Apron Exclusives coffees.
coffee chain, with 27 per cent of UK coffee relationship with CARE International. In 2007 shop visitors rating Starbucks as their preferred the two organisations agreed to work more Starbucks has recently introduced to the UK excellence to the purchasing, roasting and brand (Source: Allegra Strategies, Café7).
closely together over the next three years to its first ever wholebean coffee from Rwanda fresh delivery of its coffee and recognising improve economic and educational prospects that profitability is essential to its future Achievements
growing region of West Hararghe, Ethiopia.
Promotion
positive contribution to the global and local named one of the FT’s Best Places to Work The programme will provide farmers and their Storytelling is part of Starbucks’ culture in 2008 for the third consecutive year.
families with better food, safe drinking water and, as part of a non-traditional marketing development of its partners contributes to a record 221,414 books in 2007. Since its communities to work together to invest in development, employability and literacy. the success of the business, evidenced by their businesses and plan for the future.
partners’ passion for and involvement in the the six consecutive years of high single digit excellence in CSR. Starbucks works closely www.starbucks.co.uk
distributed to primary schools, nurseries and Things you didn’t know about
purchasing high-quality coffee in a socially levels in young people. All Books for Children (ABC) is a programme that introduces pre- Starbucks
school children to their local library, with the Starbucks purchases and roasts high-quality (C.A.F.E.) Practices. C.A.F.E. Practices is whole bean coffees and sells them along with Starbucks is one of the largest
based on six principles that include: paying and keep. ABC has reached 8,495 pre-school fresh, rich-brewed, Italian style espresso purchasers, roasters and distributors of
premium prices to help farmers make profits; children and their families, who have chosen Fair Trade CertifiedTM coffee worldwide,
purchasing conservation, certified, organic confections, and coffee-related accessories offering Fair Trade CertifiedTM coffee in
28 countries.
investing in social development projects in out of the success of ABC and is designed to company-operated retail stores. In addition to coffee-producing countries. In fiscal 2007, sales through its company-operated retail Starbucks offers 87,000 different ways
and partners in collecting books for children.
stores, Starbucks sells whole bean and ground of preparing a cup of coffee – choosing
purchased through C.A.F.E. Practices.
The Starbucks Christmas Bookdrive collected coffees through selected UK supermarkets. exactly how you want your coffee
prepared is known as ‘customisation’.
The baristas wearing black aprons,
rather than the famous green, are
‘Coffee Masters’.
Starbucks only buys from the top
10 per cent of Arabica beans grown
between 900 and 1,500 metres altitude.

Source: http://www.superbrands.co.il/pdf/Starbucks.pdf