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Starbucks Business Model

Called by many “the McDonald’s of coffee”, Starbucks is probably the most famous coffee chain in the world, with more than 21,500 stores in 64 countries. And, as Starbucks itself states , the company is not “passionate” only about coffee, but everything that goes with it:

We also offer a selection of premium teas, fine pastries, and other delectable treats to please the taste buds. And the music you hear in store is chosen for its artistry and appeal. It’s not unusual to see people coming to Starbucks to chat, meet up, or even work. We’re a neighborhood gathering place, a part of the daily routine — and we couldn’t be happier about it.

Let’s get to know a little more about the Starbucks business model .

A brief history of Starbucks

The Starbucks story begins with three students at the University of San Francisco, back in the early 1970s: the English teacher Jerry Baldwin, the history teacher Zev Siegl, and the writer Gordon Bowker. The three of them had met Alfred Peet, a coffee roasting entrepreneur, who taught them his style of roasting beans.

After that, they decided to sell high-quality coffee beans and equipment. Before the foundation, Bowker owned an advertising agency with Terry Heckler, who said that words beginning with “st” were powerful. So, the founders looked up a list of words beginning with “st,” and discovered a mining town called “Starbo”. From there, they recalled the name of the chief mate in Moby-Dick’s book: “Starbuck”. And that was how the first Starbucks was born, on March 31, 1971, in Seattle, Washington.

Following the initial idea, this first shop would only sell roasted whole coffee beans until 1976. Five years later, Howard Schultz (Chairman and CEO of Starbucks from 1986 to 2000, and then again from 2008 to 2017) walked into a Starbucks store. He would join the company as director of retail operations and marketing the following year, when Starbucks began providing coffee to fine restaurants and espresso bars . In 1983, Schultz travels to Italy, and gets impressed with the espresso bars in Milan, and sees the potential to develop a similar coffeehouse culture back in Seattle.

So, in 1985, Schultz founds Il Giornale, a coffeehouse that offered brewed coffee and espresso beverages made from Starbucks® coffee beans. Two years later, the original founders sold Starbucks to Schultz. He rebranded his Il Giornale cafés as Starbucks and began expanding the company. By the year 1989, there were 55 Starbucks stores in the United States. Starbucks completed its initial public offering (IPO) on the stock market in mid-1992, with revenue of $73.5 mi and a market value of $271 mi.

Four years after that, its first store outside North America was opened in Tokyo. And, finally, nowadays, Starbucks is one of the 500 largest United States corporations by revenue, according to Fortune, with a market value of over $100 bi and 32,660 stores all over the world.

Who Owns Starbucks

In 2022, Howard Schultz, one of Starbucks’ key executives , is back as the company’s CEO, after already holding the position from 1986 to 2000, and then again from 2008 to 2017, as previously mentioned.

Starbucks’ Mission & Values

Starbucks’ Mission Statement

To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.

Starbucks’ Values

• Creating a culture of warmth and belonging, where everyone is welcome;
• Acting with courage, challenging the status quo, and finding new ways to grow our company and each other;
• Being present, connecting with transparency, dignity, and respect;
• Delivering our very best in all we do, holding ourselves accountable for results.

How Starbucks makes money

Simply speaking, Starbucks makes money by selling coffee, tea, food, and other ready-to-drink beverages in its company-operated or licensed stores. Other revenues also come from royalty and licensing incoming, consumer-packed goods, food service, etc., since Starbucks products can be found in grocery stores, convenience chains, and other beverage selling places. Although almost half of the stores are franchised, Starbucks still makes most of its money from its company-operated stores: the segment makes 81.5% of total revenue ($22.4 bi) , which is nearly ten times its licensed stores’ revenue. However, it is fair to highlight that licensed stores have shown the highest revenue growth.

Starbucks’ revenue streams by operating segments

• Americas (U.S., Canada, and Latin America): This segment includes both company-operated and licensed stores. It’s the biggest and most mature business segment;
• CAP & EMEA : CAP stands for China & Asia Pacific, while EMEA stands for Europe, Middle East, and Africa. Both the segments include company-operated and licensed stores, but these operations are in several levels of development;
• Channel Development: This segment includes roasted whole beans and ground coffee, Starbucks and Teavana single-serve products, ready-to-drink beverages, and other products sold outside the company-operated and licensed stores.

Starbucks’ revenue by product types

• Beverages : The majority of Starbucks revenue comes from the sale of beverages (around 60%), especially coffee ones;
• Food : Food is the second-highest revenue source, standing for 18% of the total generated;
• Packaged and single-serve coffees & teas : Revenues generated from these products are the lowest, representing 8% of the total;
• Others : 14% of the total revenue comes from royalty & licensing, selling beverage-related ingredients, server ware, and ready-to-drink beverages.

Starbucks’ Business Model Canvas

The Starbucks  Business Model  can be explained in the following  business model canvas :

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Starbucks’ Customer Segments

There is no customer segmentation in Starbucks’ business model. Anyone who wants high-quality coffee is part of Starbucks’ customer segment. In other words, the mass market.

Starbucks’ Value Propositions

• Innovation : Starbucks constantly designs innovative products for its customers;
• Quality : It uses only high-quality beans and trained roasters to work on them;
• Convenience : Customers can order products through Starbucks’ app, avoiding lines at the stores;
• Variety : It offers 30 blends of coffee and a wide range of sandwiches, pastries, tea, smoothies, salads, etc.;
• Brand : Starbucks has a powerful and awarded brand, seen as a synonym of quality.

Starbucks’ Channels

Coffee shops, grocery stores, retailers, Starbucks cards, customer service, Starbucks apps, and social media.

Starbucks’ Customer Relationships

Employees make and serve products to the customers, and also assist them anyhow. This ensures a loyal customer base for the brand.

Starbucks’ Revenue Streams

Beverage (especially coffee) and food selling in both company-operated or licensed stores, royalties, and licenses, packed goods, etc.

Starbucks’ Key Resources

Human resources, high-quality coffee farmer centers, product developers, and stores.

Starbucks’ Key Activities

Product development, customer service, marketing, production, R&D, cleaning, and others.

Starbucks’ Key Partners

Suppliers worldwide, coffee producers, outside trading companies, exporters, retailers, and distributors.

Starbucks’ Cost Structure

Administration and operation costs, marketing, distribution, facilities

Starbucks’ Competitors

• Dunkin’ Donuts : Donuts and coffee house, founded in 1950, with over 11,500 restaurants in more than 35 countries;
• Costa Coffee : British coffeehouse, founded in 1970 and acquired by Coca-Cola in 2019;
• McCafé : A subsidiary of McDonald’s, founded in 1993;
• Tim Horton’s : One of the largest Canadian-based fast-food multinationals, with popular coffee and donuts, with over 4,600 restaurants in 13 countries;
• Peet’s Coffee : A retail company specialized in coffee roasting, founded in 1966;
• Lavazza : Brand of coffee in Italy, founded in 1895, with stores in several European countries;
• Yum China : The largest restaurant operator in China, and the sole Chinese licensee of KFC, Pizza Hut, and Taco Bell;
• Café Coffee Day : India’s largest coffee chain, founded in 1996, with markets in Africa, Europe, and Asia;
• Independent coffeehouses : All the millions of small neighborhood coffee shops in the world.

Starbucks’ SWOT Analysis

Below, there is a detailed  SWOT Analysis  of Starbucks:

Starbucks’ Strengths

• Brand : The most popular brand in the food and beverage industry;
• Financial performance : Annual revenue over $26 bi;
• Growth : Each year, new stores are open somewhere on the planet (32,660 currently);
• Supply chain : Extensive global supplying network, with coffee beans from Latin America, Africa, and Asia;
• Quality and standardization : Premium blends and coffees are consistently standardized in all its locations;
• Strategic planning : Starbucks reinvests its profits in business development;
• Employee treatment : Starbucks is often listed as one of the best places to work for;
• Gender-neutral restrooms : To protect the LGBTQ+ community against discrimination.

Starbucks’ Weaknesses

• Prices : For many consumers, Starbucks is more costly than some competitors, such as McDonald’s;
• Imitability : It is quite easy for the competitors to replicate its products;
• General standardization : Some products don’t associate with the locals’ preferences;
• Recall of products : It has recalled several in-demand products, affecting the brand image.

Starbucks’ Opportunities

• Expansion : Most of its coffeehouses are in the U.S. Therefore, emerging economies are a great opportunity for expansion;
• Diversification : Developing products according to the specific target market’s preferences;
• Partnerships : Co-branding could increase its market share;
• Price differentiation : Offering regular coffee to capture the middle-class;
• Online channels : Strengthening its online channels to attract more customers for pick up locations;
• Delivery : It can start its own delivery service, instead of using Uber Eats and alike;
• Subscription : It could start some coffee subscription services to expand its customer base.

Starbucks’ Threats

• Competition : Many coffeehouses offer cheaper products. Besides, there are strong competitors such as multinational companies (Dunkin’ Donuts and McDonald’s for example);
• Imitation : Their products can be easily reproduced;
• Third-party suppliers : There are many contractors and stakeholders, which makes it hard to manage the whole chain;
• Recession : Starbucks’ revenue has already dropped, especially after temporarily closing many stores due to the pandemic;
• Coffee beans’ rising prices : The price of Arabica (the most-produced coffee in the world) has raised drastically during the covid-19 pandemic.

-> Read More about Starbucks’ SWOT Analysis .

At the end of the day, Starbucks isn’t just a coffee shop—it’s an empire. Sure, it has its challenges and weaknesses, and there’s always room for improvement. But let’s not kid ourselves; Starbucks has brewed its way to the top and effectively left many competitors in its wake over the years. It’s a masterclass in market domination. And if you’re ever curious about how big players like Starbucks scale up and hold their ground, you might be interested in a deeper dive. We’ve whipped up a rich and robust guide on the franchising business model—a strategy many giants swear by. Craving a deeper brew of knowledge? Dive into our franchising guide right here .

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Starbucks Strategic Plan Template

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Want to know the secret behind Starbucks' success? It all starts with a solid strategic plan. Whether you're a coffee connoisseur or just looking to brew up some business success, ClickUp's Starbucks Strategic Plan Template has got you covered!

This template empowers you to:

• Set clear long-term goals and objectives for your company's growth
• Map out key initiatives and strategies to achieve those goals
• Align your entire team around a shared vision and direction
• Track progress and make data-driven decisions to stay on track

With ClickUp's Starbucks Strategic Plan Template, you'll be brewing up success in no time. So grab your favorite beverage and start planning for greatness today!

Benefits of Starbucks Strategic Plan Template

When Starbucks utilizes the Strategic Plan Template, they experience a range of benefits, including:

• Providing a clear and concise roadmap for achieving long-term goals
• Ensuring alignment and focus across all departments and teams
• Facilitating effective decision-making by having a documented strategy in place
• Identifying potential risks and challenges and developing mitigation plans
• Promoting transparency and communication throughout the organization.

Main Elements of Starbucks Strategic Plan Template

ClickUp's Starbucks Strategic Plan template provides a comprehensive solution for managing and executing strategic initiatives.

Key elements of this template include:

• Custom Statuses: Easily track the progress of each strategic initiative with statuses like Cancelled, Complete, In Progress, On Hold, and To Do.
• Custom Fields: Capture important details about each initiative using custom fields such as Duration Days, Impact, Progress, Ease of Implementation, Team Members, Department, and Project Lead.
• Custom Views: Gain unique insights into your strategic plan with six different views, including Progress view to track the overall progress of all initiatives, Gantt view to visualize project timelines, Workload view to manage team capacity, Timeline view to see the chronological order of initiatives, Initiatives view to get an overview of all initiatives, and Getting Started Guide view to quickly understand how to use this template effectively.

With this Starbucks Strategic Plan template, you can streamline your strategic planning process and drive successful outcomes for your organization.

How to Use Strategic Plan for Starbucks

Implementing a strategic plan can be a game-changer for your business. Here are four steps to effectively use the Starbucks Strategic Plan Template:

1. Define your vision and mission

Start by clearly defining your vision and mission for your business. Your vision should be a long-term goal that describes where you want to see your business in the future. Your mission, on the other hand, should outline the purpose and values of your business.

Use the Goals feature in ClickUp to set your vision and mission statements and ensure they align with your overall strategic plan.

2. Identify your strategic objectives

Strategic objectives are specific goals that help you achieve your vision and mission. They are the building blocks of your strategic plan. Identify the key areas of focus for your business, such as expanding into new markets, increasing customer retention, or improving operational efficiency.

Use the Board view in ClickUp to create columns for each strategic objective and add cards for specific tasks or initiatives related to each objective.

3. Develop action plans

Once you have identified your strategic objectives, it's time to develop action plans to achieve them. Action plans outline the specific steps, tasks, and timelines needed to accomplish your objectives. Break down each strategic objective into smaller, actionable tasks and assign responsibilities to team members.

Use the Tasks feature in ClickUp to create action plans for each strategic objective, assign tasks to team members, and set due dates to keep everyone accountable.

4. Monitor progress and make adjustments

Regularly monitor the progress of your strategic plan and make adjustments as needed. This allows you to stay on track and adapt to any changes or challenges that may arise. Set up regular check-ins with your team to review progress, identify areas for improvement, and make any necessary revisions to your action plans.

Use the Dashboards feature in ClickUp to create visual representations of your strategic plan's progress, track key metrics, and easily communicate updates to stakeholders.

By following these steps and utilizing the Starbucks Strategic Plan Template in ClickUp, you can effectively align your business's goals and actions, track progress, and drive success. Start implementing your strategic plan today and watch your business thrive.

Get Started with ClickUp’s Starbucks Strategic Plan Template

The Starbucks Strategic Plan Template is designed for the executive team to create and manage the company's long-term goals and strategic initiatives.

First, hit “Add Template” to sign up for ClickUp and add the template to your Workspace. Make sure you designate which Space or location in your Workspace you’d like this template applied.

Next, invite relevant members or guests to your Workspace to start collaborating.

Now you can take advantage of the full potential of this template to strategically plan for Starbucks' success:

• Use the Progress View to track the progress of each strategic initiative and ensure alignment with the overall goals
• The Gantt View will help you visualize the timeline and dependencies of each initiative
• Utilize the Workload View to manage resource allocation and ensure balanced workloads across teams
• The Timeline View provides a high-level overview of the strategic plan, making it easy to communicate progress to stakeholders
• The Initiatives View allows you to focus on each individual initiative and track its status
• Refer to the Getting Started Guide to familiarize yourself with the template's features and get started with strategic planning
• Organize initiatives into five different statuses: Cancelled, Complete, In Progress, On Hold, To Do, to keep track of progress
• Update statuses as initiatives progress to keep stakeholders informed
• Monitor and analyze initiatives to ensure the successful execution of the strategic plan.

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Strategy Plan Example: A Look at Starbucks

In today’s fiercely competitive coffee industry, a well-brewed strategy plan is the secret ingredient to Starbucks’ enduring success. 

In this article, examine the world of strategy planning by exploring Starbucks’ real-life strategy plan example, breaking down its components, and highlighting actionable insights for your own business.

Overview of Strategy Planning

First, take a look at how strategy planning works in the context of Starbucks’ own process.

Strategy Planning: The Core of Starbucks’ Success

For Starbucks, strategy planning is the cornerstone of its global coffee empire. It involves aligning its mission to inspire and nurture the human spirit, one person, one cup, and one neighborhood at a time with concrete objectives, ensuring that every store, every barista, and every cup of coffee reflects this mission.

Strategy Plan vs. Business Plan

While Starbucks has a comprehensive business plan, its strategy plan drills down into specifics. It outlines everything from product launches and store expansion to marketing campaigns and sustainability initiatives, ensuring every element supports its overarching goals.

Components of Starbucks’ Strategy Plan

Now, Take a look at the components of Starbucks strategy plan. Then reverse engineer this strategy plan example for your own business.

Setting Clear Objectives

Starbucks’ current SMART objectives include growing revenue by 10 to 12% annually from fiscal years 2023 to 2025 and reducing the environmental impact of cups and other waste by 50% by 2030. These objectives provide a clear roadmap for the company.

Doing Situation Analysis

A significant part of Starbucks’ strategy planning involves analyzing global coffee consumption trends, identifying new market opportunities, evaluating competitors’ strengths and weaknesses, and assessing the impact of social and environmental factors on its business.

Identifying Its Target Audience

Starbucks segments its audience meticulously, catering to coffee aficionados seeking premium brews and environmentally-conscious consumers valuing sustainability.

Creation of Starbucks’ Strategy Plan

Next, look how the coffee giant puts together its winning strategy. How could you learn from Starbucks’ success and do the same in your business?

Defining Strategies and Tactics

For Starbucks, a strategy might involve expanding its digital offerings by launching a mobile app for ordering and payment, while tactics include implementing contactless payments and creating a user-friendly app interface.

Action Plan and Timeline

Starbucks’ strategy plan outlines the rollout of new products, store openings, and marketing campaigns with precise timelines and resource allocation to ensure efficient execution.

Risk Assessment and Mitigation

In a rapidly changing industry, Starbucks continually assesses risks, such as changing consumer preferences or supply chain disruptions. Mitigation strategies include diversifying its product lineup and building resilient supply chains.

Case Study: Starbucks’ Real-Life Strategy Plan

Now, pull back the curtain on Starbucks real-life strategy plan and see what parts of it might work for your venture.

Introduction to the Case Study

Starbucks, a global coffee giant founded in 1971, has consistently demonstrated the power of an effective strategy plan. Its journey from a single store in Seattle to a global phenomenon is a testament to the significance of strategic planning.

Overview of Starbucks

Starbucks operates over 35,000 stores in more than 80 countries, serving millions of customers daily with a range of beverages, food items and merchandise. Their strategy plan not only focuses on growth but also emphasizes social responsibility and sustainability.

Overview of the Strategy Plan

Starbucks’ strategy plan involves a combination of expanding its store footprint in emerging markets, enhancing its digital customer experience, and investing in sustainable sourcing practices. This holistic approach has led to steady growth and a strong brand reputation.

Implementation of Starbucks’ Strategy Plan

Finally, examine how Starbucks puts its winning strategy plan in action. What lessons can you take away from this strategy plan example for your own business?

Communication and Stakeholder Engagement

Starbucks engages its stakeholders through regular updates on its sustainability initiatives, coffee sourcing practices, and philanthropic efforts. This transparent communication builds trust and reinforces its brand image.

Monitoring and Evaluation

Starbucks tracks KPIs such as store sales, customer satisfaction scores, and carbon footprint reduction progress. This data-driven approach allows the company to adapt its strategies as needed to achieve its objectives.

Continuous Improvement

No strategy survives changes in customer behavior and the market in general without some adaptations. See how Starbucks’ strategic plan remains flexible. How could you replicate this in your own business strategy?

The Iterative Nature of Starbucks’ Strategy Planning

Starbucks recognizes that the coffee industry is ever-evolving. It remains committed to continuously evaluating its strategy plan, embracing innovation, and staying attuned to changing consumer preferences to maintain its leadership position.

Starbucks’ success story exemplifies how a well-structured strategy plan can drive long-term growth and sustainability.

By understanding the components of Starbucks’ strategy plan, including clear objectives, thorough situation analysis, and audience segmentation, you can apply similar principles to your own business ventures.

Remember that strategy planning is an ongoing process that requires adaptability and a commitment to improvement. Whether you’re a coffee lover or a business enthusiast, Starbucks’ strategy plan offers valuable insights that can inspire your strategic endeavors.

Strengthen your business strategy by taking our BizSugar Mastermind Unleashing Proven Strategies Challenge .

2 thoughts on “ Strategy Plan Example: A Look at Starbucks ”

Starbucks, a legend brand business for a coffee industry. But right now I do not understand it’s coffee for Starbucks is coming from. In Indonesia you know are very well known as a country for the best coffee tasted for several country in the world to exported. Such as Arabica Red Coffee as a wine coffee has a special taste that very original kind of tropical coffee. For whom who want to taste the Arabica Coffee of Indonesia, you can try it. Thank you for your share here. Good luck for your bizsugar.

That is a fantastic piece of information! I loved every bit of it, and worth reading. This article can make many people successful just by reading it. I hope you reach the sky. Also, if you want to know more about how to make strategies and earn passively check out passive income .

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Starbucks Business Plan

• Restaurant , Business Plan , Browse by Categories , Browse by Industry , Deals , Restaurant Business Plan

$ 300 Original price was: $300. $ 99 Current price is: $99.

The Starbucks business plan outlines the company’s strategy for continued growth and success in the highly competitive coffee industry. Built around a unique and successful business model, Starbucks operates across three business segments: company-operated stores, licensed stores, and consumer packaged goods. A SWOT analysis of Starbucks reveals its strengths, weaknesses, opportunities, and threats, helping the company to stay ahead of the competition. With a focus on innovation, sustainability, and customer experience, Starbucks continues to expand its global footprint, offering a range of high-quality coffee products, food items, and merchandise. The financial summary of the Starbucks business plan shows steady revenue growth and profitability, supported by a strong balance sheet and efficient operations.

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Description

• Reviews (7)

Starbucks is a brand that changed the perception of drinking coffee outside the home. It is usually considered a third place outside the home and office for people to relax. It can not compete with other coffee stores. Instead, it competes with going to a beach or cinema. Also, Starbucks booms with huge profits. Want to start this profitable business? You surely need the Starbucks Coffee Shop Business Plan template.

Tiring market research and carrying out market strategies can be exhausting if you don’t have any definite plan. This indeed calls you for an effective business plan with everything jotted down. Then, you can concentrate on your business and follow the roadmap of a business plan made by proficient business planners. 

Our Business Plan Template 

Drafting a business plan can be upsetting, especially if you don’t know how to compose a business plan. The document must be precise in providing the correct information and being set out correctly. Whether you are looking for a loan, an investor or a start-up business looking for a loan, this document is crucial for your business. It is the first part of a business shown and has to exhibit you as a company. Many people will view this business plan, so it must always have accurate information. Buying a custom business plan with Oak Business Consultant will guarantee the ideal start when starting or expanding your business.

Our professional business writers have vast experience in this area, and we know what goes into the ideal business plan. In addition, we know how to ensure your executive summary provides all the relevant information. Hence, the investor or banker knows the benefits of backing your business. With extensive experience in all sections of business writing, why would you look anywhere else than Oak Business Consultant? Therefore, if you plan to buy a business plan template online, why not order with us today?

Highest Quality Available

We, as business consultants , understand that the business plan document has to be of the highest quality. The executive summary is the first part of the plan that you will see. When we write the business plan, we will leave the executive summary to show the best information. The program will contain a Business description, marketing strategy, marketing plan, financial plan, competitor analysis, SWOT, and operational plan accustomed to our business. Buying a custom business plan template online is the best option because it will save you time; we include a complete guide, and you can also contact our expert for any guidance.

We must sell your business to the business plan readers and let them know why they need to be a part of your business and future endeavors. All the plan sections will be well-written and thoroughly researched to correct every figure and fact . We pride ourselves on coproducing flawless work and work hard to produce only the highest quality business documents. Therefore, if you need to buy a business plan template online, look no further than Oak Business Consultant, where ideal business plans are our specialty.

 After purchasing a custom business plan template online , we will share all contact details with our expert if you need guidance. The first 30 mins are free of cost. We take pride that 100% of our customers were satisfied with the template. The work we produce is unlike any other company. So why buy a business plan template online from anywhere else?

Elements in this Starbucks  Business Plan

• Market Analysis and Industry Performance also give you a glance at the industry tend.
• A comprehensive marketing and promotional plan.
• Startup Summary Plan , which pitches your investors about your company’s strengths and uses of funds.
• Enable you to determine who your target customers will be. Hence this will improve your Business Type industry marketing.
• Product Description
• A detailed overview of all relevant financial statements to estimate the company’s profitability.
• Is this the right time to enter this market?
• What will be the potential factor for future growth

Highlights of Starbucks Business Plan

• Executive Summary
• Company Details
• About Company Ownership
• Product Details
• Market Research
• Marketing Plan
• Internal Analysis
• Sample of Swot Analysis

Operational Plan

• Management Team And
• Company Structure

Financial Plan

How this template will help you.

Here are some key benefits of this business plan, which are as follow:

First, to help you with critical decisions.

This robust business plan can do a forcing function—you have only to sit down and think about your store’s significant components before getting started, like marketing strategy, operation plan, and what products you’ll sell. However, an entrepreneu r can answer many tough questions before they arise and think deeply about core strategies to understand how those decisions will impact a broader objective plan.

Attract Outside Funding

This business plan will enable potential investors and banks to clearly understand your passion, allowing them to acknowledge the flow of money and resources. In addition, communicating clear ideas to investors will persuade them that your business is an excellent opportunity to get involved; therefore, they will invest in your business venture to help you achieve your objectives.

The Bigger Picture

This Starbucks   Business Plan gives you the right path to connect the dots in your plan so you will achieve a whole snapshot of your venture as an entrepreneur. In addition, this business plan will help you to prioritize tasks and activities. By looking at the bigger picture of your experience, you can decide which challenges to tackle first or which job to address later, enabling you to allocate your effort, time, and resources strategically.

Complete Information

All updated content is included in the Business Plan with references. In addition, the user must have the company name, employees, and other office-related information. Therefore it is ready to go template with financials .

Enhance Coordination

This Coffee Shop Business Plan can primarily use within the company as an implementation plan. This may also improve and provide more consistent performance, improved coordination, and consistency among various company segments. Moreover, these business plans may help identify your strengths and weaknesses along with potential problems and emerging issues. It also sets forth performance benchmarks on which expectations will be based. Finally, it delineates goals and objectives to coordinate and better communicate between all company areas accordingly.

Mitigate Risk

The in-depth market research about the Starbucks industry will also help you gain a better perspective and understanding of the market or target audience, enabling you to mitigate or minimize potential loss. It also allows you to keep up with market trends and analyze a competitive edge by sizing business opportunities.

How to Use this Template

 executive summary.

This Starbucks business plan template provides a professional and carefully structured Executive summary for your store as a sample. We know that writing an executive summary is the most vital portion of a business plan since venture capitalists and many other stakeholders prefer to decide further consideration by just reading the Executive Summary; if they don’t like what they read from this section, they might not even bother to read ahead and instantly decline the project.

The Executive Summary we provide as a sample is of great use. We made this template so you can use this same Executive summary by just filling in the blanks. We have also highlighted these blanks in yellow where you can put your company’s factual information and make this Plan Template your own.

You can easily add more information specific to your company to further customize this template. This information may include the following:

• Nature and type of operation,
• To whom you sell,
• How the product is distributed,
• Business support systems.
• Competitive advantage
• Trade Market situation
• Social relation

Business Description

This Starbucks   Business Plan Template provides a general sample description of your business. If you wish, you can use this same description without hesitation, and it will still portray your business idea to all the stakeholders. You can also add more information to customize the Business Plan further. Points that you may include can involve:

• Size of the Business,
• Major players in the industry,
• Barriers to Entry,
• Target market,
• The estimated profitability,
• The macro and microeconomic factors,
• Any Special Regulation.

The above factors are only optional. You may choose to add all of these or don’t include any of them. It is altogether up to you.

Market Analysis

Oak Business Consultant Experts has a complete research framework specialized for startups. Our research methodology includes the measurement, collection, and market analysis of various business trends relevant to the venture or project. Our market research team is equipped with cutting-edge tools and technologies to gather relevant market data, analyze them, and derive actionable valuable information for your business plan template. The market analysis is based on the US market. However, you can contact our experts anytime if you need analysis for any other market.

Marketing Strategy

Another crucial section of this Starbucks Business Plan is the Marketing strategy . Usually, businesses spend enormous effort and resources to develop a rock-solid marketing strategy.

Hence in our experience, a company’s marketing strategy differentiates between a successful or unsuccessful business since it tells your target customer about your product/ services and induces them into purchasing your products/services.

Using our decade-long experience, we have formulated this marketing strategy specific to your business industry. It provides you with a very easy-follow path to success. We highly recommend using this marketing strategy without any reduction, especially for a retail business.

 Marketing Plan

Since a Marketing Plan is a much-detailed roadmap based on the Marketing Strategy decided in the above section. So in this Starbucks   Business Plan Template, we have included a generic Marketing Plan as a sample that companies usually do within the industry. You can make changes to this plan according to your specific budget and special requirements,

You can also add an operational plan which is vital for two reasons:

1- It includes details of almost all of the business’s activities to achieve success.

2- Finally, it also provides benchmarks and sets standards for employee performance and industry.

Nevertheless, having benchmarks helps a business thrive and perform even in the most challenging times, such as the Year 2020. It also evaluates the performance more accessible. It also reduces the response time to any uncertain event by having contingency plans.

You can also use this template to guide this section and include the activities you plan to implement into your business plan. The activities will relate to the following:

• Operational and production management,
• Human resources planning,
• Marketing objectives,
• Financial management ,
• The allocation of staff.
• Your quality control measures
• Risk Management practices,
• Internal control systems,
• Risk Assessment procedures,
• What-if scenarios to mitigate these risks.

We take pride in our financial analysis skills. Our experts carry out rigorous accounting and financial planning for your venture. In Financial Plan, we have included financial Statements, Financial Indicators, Project evaluation , Projections, Funding requirements , Financial Commentary, Cash flow analysis & Valuations. In addition, we have expertise in various tools that help us standardize the financial analysis process.

For your ease, we have highlighted those words requiring business plan changes. Therefore, you only have to see highlighted words and replace them accordingly to save time.

Note: If you cannot understand what is included in the business plan and whether it will fit your business. You can consult our consultants. Just drop us a message, and within 24 hours, we will send you a meeting invite.

The company also provides a separate Coffee Shop Financial Model Excel Sheet for financial planning and projections.

This case study examines the challenges and opportunities facing a mid-sized restaurant chain operating in a highly competitive industry. Through an analysis of the company’s internal and external environment, the case study identifies key issues such as rising food costs, changing consumer preferences, and increased competition from online delivery services. For more information, click Restaurant Industry – A Case Study  here.

Testimonial

Our goal is to provide services that satisfy our customers’ needs, and it is essential to establish a positive reputation and retain customers by meeting their expectations. To achieve this, it is recommended to gather customer feedback to evaluate the effectiveness of the product and make any necessary enhancements. A customer testimonial example is provided below.

7 reviews for Starbucks Business Plan

Zylah – August 11, 2021

Your template’s step-by-step approach made it easy for me to organize my thoughts and ideas into a cohesive plan. Very impressive!

Nicholas – July 7, 2022

Your Business Plan Template has been an invaluable resource for me, and I would highly recommend it to anyone starting a coffee shop. I am excited to take the next steps in my coffee shop journey, and I am grateful for the support and guidance you have provided.

Travis – October 29, 2022

Your Business Plan Template has been a game-changer for me and my business. I cannot thank you enough for providing such a useful and informative resource to aspiring entrepreneurs like me.

Cameron – December 2, 2022

I recently used the Starbucks Coffee Shop Business Plan template, and I must say it exceeded my expectations. The template was easy to use and allowed me to create a comprehensive business plan quickly.

Aurora Sullivan – February 1, 2023

I appreciate the attention to detail and the flexibility your template provided. It allowed me to customize the business plan as per my business’s unique needs and set me up for success.

Kaden – April 24, 2023

I would highly recommend the Starbucks Coffee Shop Business Plan template to anyone starting or expanding a coffee shop business. It’s an excellent resource for creating a roadmap to success and ensuring that all important aspects of the business are considered and included in the plan.

Bentley West – May 14, 2023

As someone who was struggling to draft a comprehensive business plan for my startup, I was relieved to find your template that offered a structured, yet flexible approach. Your template has everything that a business owner would require to build a winning business plan.

Only logged in customers who have purchased this product may leave a review.

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Understanding Starbucks’ Business Strategy

Founded in 1971 in Seattle, WA, Starbucks Corporation is a world-renowned company specialising in the roasting, marketing, and retailing speciality coffee. With a workforce of approximately 402,000 employees in 2023, Starbucks operates 35,711 stores in 76 countries.

Their exceptional product mix comprises premium-quality coffees, teas, freshly-made food items, and a range of other beverages crafted and roasted by hand. The company also licenses its trademarks and offers a variety of coffee and tea products through other channels, such as grocery stores and national food service accounts.

Starbucks markets its product mix under various brand names, including Tazo, Teavana, Seattle’s Best Coffee, Starbucks VIA, Starbucks Refreshers, Evolution Fresh, La Boulange, and Verismo. And as of the 2023 report, Starbucks has generated a total revenue of $26.51 billion in 2022.

In addition, Starbucks’ business strategy has played a significant role in establishing its reputation as a premier coffee tradition worldwide. Though the business strategy of Starbucks is simple, it is grounded in principles, which has contributed to its success.

The Starbucks’ Business

Starbucks, a premier roaster, marketer, and retailer of speciality coffee we know today, was founded in 1971 in Seattle’s Pike Place Market.

Howard Schultz, who joined Starbucks as a Director of retail operations and marketing in 1982, began providing coffee to fine restaurants and espresso bars. Once, when Schultz travelled to Italy, he was inspired by the popularity of espresso bars in Milan and recognised the potential to develop a similar coffeehouse culture in Seattle. He convinced the founders of Starbucks to test the coffeehouse concept in downtown Seattle, where the first Starbucks Caffè Latte was served in 1984.

The amazingly successful experiment led to the founding of Il Giornale in 1985, where they started offering brewed coffee and espresso beverages made from Starbucks coffee beans.

In 1987, Il Giornale acquired Starbucks assets and changed its name to Starbucks Corporation. The company opened its first store outside the United States in Vancouver, Canada, and other places, making it to total stores numbered 17.

In 1988, Starbucks became one of the first companies to offer full health benefits to eligible full- and part-time employees, including coverage for domestic partnerships. It was the company’s first step towards its principles and standards. And later, in 1990, they unveiled the mission of Starbucks, which was for employees and customers alike,

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.

What Changes Did Starbucks Bring In Its Initial Days In The Industry?

Following its grounded principles and serving quality, Starbucks completely redefined the tradition of coffee culture in many countries.

To put it short, Starbucks –

• Introduced high-quality, speciality coffee beans that were roasted in small batches and sourced from around the world.
• Created a unique retail experience where customers were allowed to watch the roasting process and purchase coffee beans to take home.
• Offered a diverse range of coffee and tea beverages, like espresso and frappuccino-based drinks, which were not commonly found in American coffee shops then.
• Created a welcoming and comfortable atmosphere for customers to enjoy their coffee, with soft lighting, cosy seating, and background music.
• Fostered a sense of community and connection among customers and employees, with a focus on personalised service and customer relationships.
• Encouraged environmental sustainability through initiatives such as recycling and reusable cups.
• Provided employee benefits, such as health insurance and stock options, which were uncommon in the service industry then.

The Starbucks’ Business Strategies

There’s no one business strategy that made Starbucks what it is today. Instead, the company used a mix of numerous strategies to build, grow, and expand its business.

Premium Customer Experience With Third-Place Experience

The Starbucks business model is centred around providing a premium customer experience emphasising high-quality products and a welcoming atmosphere of third-place, a place away from home and work. Here are some key points to explain this:

• Premium Customer Experience: Starbucks is known for providing a high-end experience to its customers, where the customer gets the most personalised service, as the company focuses on attention to detail and providing an upscale and comfortable atmosphere.
• High-Quality Products: Starbucks prides itself on sourcing and roasting its own coffee beans, which are carefully selected for their flavour and quality. The company also offers a range of other high-quality products, including tea, pastries, and sandwiches, which is the most valuable attraction for the customers.
• Third-Place Experience: Starbucks has created a unique atmosphere in its stores that encourages customers to spend time there, whether they are working, socialising, or simply enjoying a cup of coffee. This experience of being in the “third place” away from home and work, where people can do just what they want to do, has contributed to the company’s success by building customer loyalty and encouraging customers to stay longer, buy more, and pay repeat visits.
• Personalised Service: Starbucks baristas are known for their knowledge and passion for coffee and are trained to provide personalised service to each customer. They offer recommendations to customers based on individual tastes and preferences and take the time to engage with customers in a friendly and welcoming way.
• Technology: Starbucks very smartly invested in technology to enhance its stores’ customer experience and convenience. They introduced mobile ordering, digital payment options, in-store Wi-Fi, charging plugs under each table, and more, making it easy and convenient for customers to order and enjoy their coffee, chill time, or even work.
• Employee Training and Development: Starbucks strongly emphasises employee training and development, with programs designed to help baristas develop their skills and advance their careers within the company. This investment in employees has helped to build a strong and dedicated workforce, which is essential to maintaining the high level of customer service that Starbucks is known for.

Strong Customer Relationships

Strong customer relationships are a critical part of Starbucks’ business strategy. The company aims to build a lasting relationship and connection with its customers through several means, such as its loyalty programs, Starbucks rewards, coupon cards for extensive and regular purchases, and more. The program offers various benefits, including free drinks and food on birthdays, personalised offers based on customer purchases, free refills, and more. These programs and benefits incentivise customers to return back, make purchases regularly, and strengthen relationships with the brand.

Moreover, the company collects, analyses, and uses the data to improve its products and services continually. The data they collect includes preferred drinks, ordering frequency, and payment methods. They use this data to personalise customers’ experiences by providing customised offers, product recommendations, and more.

Additionally, Starbucks has implemented several social responsibility initiatives, such as ethical sourcing and community involvement. These efforts help build trust and loyalty with customers prioritising ethical and socially responsible businesses. Starbucks fosters a strong sense of community and loyalty among its customers by creating a positive impact on the world.

Overall, Starbucks’ focus on building strong customer relationships has been a significant factor in its success as a business to date.

Strategic Global Expansion

Global expansion is one of the key elements of Starbucks’ business strategy. As it started with just one outlet in 1971, the company had 17 outlets in 1987 and has 35,711 outlets in 2023 and a presence in 76 countries. This means, on average, this coffee house chain has opened 2-3 new outlets every day since 1987.

But to have these outlets in thousands and a presence in various countries, Starbucks’ business strategy heavily relies on its licensing and franchising programs. These stores can either operate as licensed or franchised.

Licensed stores are operated within existing establishments. Companies such as Ahold Delhaize, Target Corporation, Barnes & Noble, Publix Super Markets, and Albertson Companies are a few examples of those licensed to operate Starbucks kiosks.

In most of the Europe, Middle East, and African markets, Starbucks’ franchising program is the primary market penetration strategy. Franchise owners operate new and freestanding stores independently. For instance, Anil Patil founded 23.5 Degrees Limited, Starbucks’ first UK franchised business partner, which opened the first franchise in Hampshire in 2013. It now operates 60 franchise stores across the United Kingdom.

By utilising licensing and franchising programs, Starbucks maximised market entry and global reach, appealing to different vendors with different interests in franchise and licensing programs.

Moreover, this strategy involves careful planning and analysis of each market, including the local culture, economy, and competition. Starbucks works to tailor its menu and store design to each location while maintaining its core brand identity and standards, be it the franchise or licensed store.

Starbucks’ Failure In Australia And Europe

Even though the company tried to get into the Australian and European markets with its strategic Starbucks business strategy, adopting its culture at its best, it failed in these places.

Starbucks’ failure in Australia and Europe can be attributed to several factors, including:

• Cultural differences
• Fierce competition
• A lack of understanding of local markets

Starbucks failed to resonate with consumers in Australia due to the country’s strong coffee culture. Australians have a preference for strong, bold coffee and are known for their love of espresso-based drinks like flat whites and lattes. On the other hand, Starbucks offered a range of sweet and syrupy drinks that were not aligned with Australian tastes. In addition, Starbucks’ prices were considered high compared to local coffee shops, further hindering their success.

Starbucks faced stiff competition in Europe from established local coffee shops and chains. Countries like Italy, France, and Spain have a long history and tradition of coffee culture, and Starbucks was seen as an unwelcome outsider. The company struggled to adapt to local tastes and preferences, with many Europeans preferring traditional espresso-based drinks over Starbucks’ more sugary offerings. Additionally, Starbucks faced criticism for its business practices and for contributing to the homogenisation of local cultures.

In both continents, after facing a huge loss and an unwelcoming atmosphere from the locals, the company had to shut down its outlets in non-prime locations. It planned to shut 61 stores out of 85 in 2008, and even today, Australia has only 58 stores while other countries like the US has 15,873 , China has 6091, and Canada has 2101 stores.

Starbucks’ Product Differentiation

The product differentiation strategy is crucial to the entire Starbucks business strategy. Starbucks has been able to differentiate itself by creating a unique coffee culture that sets it apart from other coffee chains.

In addition to its unique culture, Starbucks has expanded its product offerings beyond coffee by including food and other beverages. This diversification has helped the company attract more customers and increase its revenue streams.

Starbucks is committed to the sustainability and ethical sourcing of coffee beans to differentiate itself from other coffee brands further. Starbucks purchases 800 million pounds of coffee every year, or about 5 per cent of the world’s coffee, from fresh farms. This commitment helps keep consistent, improve, and evolve the coffee’s taste while supporting environmentally friendly practices and fair wages for coffee farmers.

Starbucks uses superautomatic, push-button espresso machines that reduce human error to ensure consistency and quality. This helps keep all drinks across all the stores tasting as similar as possible.

Additionally, Starbucks classifies its market based on demographic, geographic, behavioural, and psychographic factors, using a product differentiation approach to cater to the needs and preferences of each segment. As mentioned above, Starbucks integrates and moulds its products and offerings according to the place, culture, and taste requirements.

Overall, Starbucks’ product differentiation strategy, which includes creating a unique coffee culture, expanding its product offerings, commitment to sustainability, use of technology, and targeted marketing, has been successful in helping the company stay ahead of its competitors. Starbucks continues to innovate and differentiate itself to maintain its position as one of the world’s most recognised and successful coffee chains.

Starbucks’ Consistent Branding Experience

Consistent branding means presenting a unified brand image across all customer touchpoints, including in-store experience, product packaging, and marketing communications. Starbucks’ business strategy focuses on the same and consistently delivers a high-quality experience that customers expect from the brand.

The consistent branding experience has helped Starbucks build customer loyalty by creating an emotional connection with its customers. Starbucks has positioned itself as a premium brand, and customers are willing to pay a premium price for the experience they receive. The consistency in branding is something in this entire strategy which has helped reinforce the emotional connection with customers, and they keep returning for the same experience.

Starbucks has also used social media to engage with customers and build brand awareness. The company has a strong social media presence and actively engages with customers across different platforms. The company uses social media to showcase new products, promote events, and share customer stories. This engagement helps build brand loyalty and increases the likelihood of customers returning to Starbucks.

Overall, Starbucks’ consistent branding experience, emotional connection with customers, and use of social media for branding have all contributed to the company’s success in building customer loyalty.

Starbucks’ Ethical Brand Reputation

Starbucks’ ethical brand reputation refers to the company’s commitment to ethical and sustainable business practices that benefit not only its customers, employees, and shareholders but also the communities and environments in which it operates.

For Farmers

One of the ways Starbucks has established its ethical brand reputation is through its implementation of ethical sourcing practices for its coffee. The company sources its coffee beans through ethical and sustainable means, working directly with farmers and their communities to ensure that they receive fair wages and support for sustainable farming practices. This ensures the quality and consistency of the coffee and supports the economic and social well-being of the farmers and their families.

For Environment

Additionally, Starbucks has implemented environmental stewardship practices to reduce its carbon footprint and minimise its impact on the environment (and focus on green marketing ). The company has set ambitious goals to reduce its greenhouse gas emissions, increase the use of renewable energy, and minimise waste. For example, Starbucks has implemented a recycling program in its stores, and it uses eco-friendly materials for its cups and packaging.

For Employees

In addition to benefiting its customers and the environment, Starbucks’ ethical brand reputation also benefits its employees. The company offers a comprehensive benefits package, including health insurance, retirement plans, and stock options, to all eligible employees, including part-time workers. Starbucks also offers educational opportunities through its College Achievement Plan, which covers the full tuition cost for eligible employees to earn a bachelor’s degree online from Arizona State University.

Moreover, Starbucks’ ethical and sustainable practices create a positive work environment that encourages employee engagement and job satisfaction. For instance, the company has implemented fair labour practices, such as providing equal pay, advancement opportunities and fostering a culture of diversity and inclusion. These practices have helped the company attract and retain talented employees who are committed to Starbucks’ mission and values. Starbucks has built a loyal and dedicated workforce that contributes to its success by investing in its employees’ well-being and providing a positive work environment.

Starbucks’ ethical brand reputation is a critical part of its business strategy , helping the company to establish itself as a leader in ethical and sustainable business practices. This has helped to build brand loyalty among consumers who prioritise these values.

Starbucks builds strong customer relationships by understanding the needs and desires of customers and thus providing personalised service, implementing a rewards program, and engaging with customers through social media to create an overall better experience.

Starbucks’ business strategy includes creating a premium customer experience with a third-place experience (a place away from home and work), building strong customer relationships, expanding globally, implementing product differentiation, maintaining consistent branding, and promoting an ethical brand reputation.

Starbucks differentiates its products from competitors by creating a unique coffee culture, offering a wide range of food and drink options, and prioritising sustainability and ethical sourcing of coffee beans.

Starbucks differentiates itself from its competitors by creating a unique coffee culture and providing a premium customer experience focusing on creating a third-place experience. Additionally, Starbucks has expanded its product offerings beyond coffee to include food and other beverages and is strongly committed to ethical sourcing and sustainability. These factors, combined with consistent branding and customer engagement, have helped Starbucks establish itself as a leader in the coffee industry.

Starbucks’ approach to sustainability depends completely on ethical sourcing practices, reducing its carbon footprint, promoting social responsibility and environmental consciousness, and providing benefits to its employees.

Starbucks failed in Australia due to the saturation of the Australian coffee market, high competition from local coffee chains, and the high cost of real estate. Additionally, the company’s American-style coffee and business practices did not resonate well with Australian consumers, who preferred local coffee shops and cafes. As a result, Starbucks was forced to close down many of its stores in Australia, and its operations in the country have ultimately been deemed a failure.

Starbucks Statistics

Starbucks’ business strategy has been a significant factor in its success, leading to the company’s impressive growth and global reach. Today, Starbucks has become one of the most recognisable and successful coffee chains worldwide, with an extensive global presence and millions of loyal customers. Here are some statistics that showcase the scale of Starbucks’ success.

• Starbucks has a presence in over 76 countries .
• Starbucks employees over 4,02,000 employees
• There are 35,711 thousand Starbucks stores worldwide as of 2022
• Starbucks serves an average of 100 million customers per week worldwide.
• Starbucks is the largest coffeehouse chain in the world, with revenues of over $26.51 billion in 2022, says Statista 2023 report.
• On average, Starbucks sells 8 million cups of coffee daily, which means 500 cups per store.

Final Thoughts

In conclusion, Starbucks has successfully implemented a range of business strategies that have contributed to its growth and popularity over the years. The company’s focus on providing a premium customer experience and building strong relationships with its customers has helped it establish a loyal customer base.

Additionally, its strategic global expansion has allowed it to reach new markets and increase its revenue streams. While the company has faced some setbacks in markets such as Australia and Europe, it has adapted its strategies to continue its growth trajectory around the other parts of the world.

Starbucks’ product differentiation, consistent branding experience, and ethical brand reputation have all contributed to its success and helped the company stand out from its competitors. Overall, Starbucks’ innovative and customer-centric business strategies have made it one of the world’s most recognisable and successful coffee chains.

Ravpreet is an avid writer, prone to penning compelling content that hits the right chord. A startup enthusiast, Ravpreet has written content about startups for over three years and helped them succeed. You can also find her cooking, making singing videos, or walking on quiet streets in her free time.

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Leadership & Success

Starbucks’ business strategy: what your company can learn.

Andrew Moran

This article is part of our Business Strategies series, an insight and analysis into the makeup and model of some of the world's most successful startups.

Why order a medium black coffee with two sugars when you could order a grande half-vanilla, decaf espresso heated to 100 degrees with non-fat milk and caramel-drizzle-on-top latte? After all, this is the type of beverage you could not order at your typical coffee shop, unless, of course, your local happens to be Starbucks.

Indeed, many major chains have attempted to emulate the Starbucks business model through unique varieties of opulent java, the likes of which wouldn't look out of place in Paris or Rome. But the Seattle-based coffee giant remains number one, revolutionising the coffee shop culture and bringing corporate social responsibility (CSR) to the forefront of their operations.

To explore how the one-time coffee bean merchants became an international juggernaut, we've analysed Starbucks' business strategy – a model that goes far beyond brewing and selling coffee – as well as what you, as a business owner, can learn from it.

Vital Information

• Founded : March 1971
• Founders : Jerry Baldwin, Zev Siegl and Gordon Bowker
• Headquarters : Seattle, WA, USA
• Current CEO : Kevin Johnson
• Global Employees : 291,000 (December 2018)
• Type : Public (Floated June 1992)
• Key Products / Services : Coffee, beverages and food

To inspire and nurture the human spirit — one person, one cup and one neighbourhood at a time.

Starbucks Mission Statement

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

Starbucks Vision Statement

Founded in 1971 by three college students, Starbucks – named after the chief mate in  Moby Dick  – began life as a coffee roasting venture , before acquiring their primary coffee bean provider, Peet's, in the early 1980s.

The business rode the wave of speciality coffee sales during this decade, expanding to six stores in the Seattle area, before selling the brand to former employee Howard Schultz – the man who would transform and define the company as we know it today.

Starbucks' Business Model

According to the Fortune 500 list of largest US corporations by revenue, Starbucks is ranked 132nd. But does the company really generate billions in revenues and profits by just selling coffee and food?

On the surface, yes. According to its corporate reports, the company makes most of its money by offering these products at its 14,000 locations and 15,000 licensed shops. However, it also maintains a dependable revenue stream by selling ready-to-drink beverages, packaged coffee, and branding rights worldwide. 

The company does an excellent job of drawing in customers and – crucially – keeping them there. Each of the chain's 28,000+ branches are designed to be relaxing and welcoming, offering free Wi-Fi, appealing aesthetics and, of course, the alluring aroma of freshly brewed coffee.

Starbucks also invests a lot of money into customer service, offering in-depth training and career progression opportunities to its employees. These staff members are not only learning how to brew non-fat, iced skinny mochas with light ice; they are also training to be personable and knowledgeable about the brand. The company makes a real attempt to recruit bright, motivated individuals, offering a plethora of benefits to its baristas, including stock options and tuition. Even in an industry where staff turnover is notoriously high, Starbucks employs an intelligent and effective retention strategy .

Like all good chains, it strives for consistency, too. Whether you are in Boston or Barcelona, Starbucks aims to ensure the same brand experience for every customer.

Indeed, although the company relies primarily on coffee for its revenues, the true value of Starbucks is this sense of experience. The company is not selling just beverages; it is selling a participatory experience to its patrons. By commodifying the European cafe culture and translating it to North America in the 1980s and 1990s, Schultz created an entirely new market.

This concept has been deemed 'the Starbucks Experience', and intimates that you are not paying the company to drink their coffee; instead, you are paying to drink a coffee at Starbucks. This is central to the company's initial and maintained success, as no matter how much competitors such as McDonald's or Tim Hortons try to create a comparable atmosphere with fireplaces and lounge chairs, many consumers believe that nothing can replace the original – regardless of how the coffee tastes.

Howard Schultz | Former CEO and Chairman

No one person has arguably been more responsible for the meteoric rise of Starbucks than former CEO (and current chairman emeritus) Schultz. Hired as head of marketing and operations in 1982, the former office equipment salesman took and implemented the coffee culture he had observed on his travels to Europe, emphasising the importance of the experience as much as the coffee itself. He was also responsible for striking numerous partnership and collaboration agreements with hotels, food retailers and, most famously, bookstores, identifying the potential for Starbucks to expand and diversify beyond its own stores.

Kevin Johnson | CEO and President

Personally recruited by Schultz as his successor, Kevin Johnson has been the company's CEO since April 2017 – with shares surging by 60% during this time.

He has also advocated heavily for social change among its workforce, promoting paid parental leave for staff among other initiatives. The former COO has advanced the company's CSR strategy by partnering with various non-profit organisations while, from a corporate standpoint, he has scaled back several of Schultz's ideas (including the experimentation of Starbucks Reserve Roastery cafes that contributed to slow growth for its primary stores). 

Overall, Johnson's goal is to innovate beverages, expand the brand's reach into China, and improve customer service.

Starbucks' Branding Strategy

In 2007, Starbucks spent a little over $100m on advertising. More than a decade later, it is spending closer to $300m, employing a multi-faceted brand strategy that goes beyond reminding everyone that it is still here.

It generally maintains five key branding tactics:

A Consistent Brand Experience

Starbucks invests in quality-based differentiation and customer service that has customer orientation and brand equity in mind. In other words, you know that if you spend your hard-earned money on a Starbucks product, you will have a positive experience every time. 

An Ethical Brand Reputation

A long-term element of the company's brand strategy has involved employing policies that enhance its CSR initiatives. Instead of importing coffee at the cheapest possible cost, for instance, it has adhered to the principles of fair trade and embraced ethical sourcing. The Fair Trade programme supports farmers who have been certified to offer fair wages and safe working conditions, while ethical sourcing involves the importing of goods that are created and distributed in a fair, responsible, and sustainable way throughout the supply chain .

This is a vital part of the company's appeal, especially for environment-conscious millennials and Generation Z consumers .

High-Quality Products

Whether it's a cup of coffee, an iced cappuccino, a brownie, or a tote bag, the company endeavours to promote quality in everything that it sells.

Brand Merchandise

Merchandising is an integral part of Starbucks' marketing strategy , as it helps to maintain customer retention and improve satisfaction. The company's iconic logo is printed on a diverse array of merchandise, such as apparel, tumblers, notebooks, and even music. 

Unconventional Marketing Measures

One of the more interesting aspects of the company’s marketing strategy is its lack of conventional advertising. It has refrained from investing in television spots, billboards, and print advertising, yet still generates a hefty dose of popularity and publicity.

It has done this by investing in local communities, sponsoring hundreds of millions of dollars in college scholarships, for instance. It has also put significant emphasis on its social media outreach; on Twitter alone, it has 11.2m followers and engages with its audience through a mix of polls, customer stories, quotes, and promotions.

Competition

As far as Starbucks is concerned, if you are selling coffee, then you are a competitor. Among its primary rivals, though, are other established chains, including:

• Tim Hortons
• McDonald's (McCafe)
• Costa Coffee

Although the first three names on this list may not be primarily known for their coffee, they are still established chains that sell in-demand basic coffee at a low price. They have modelled (or remodelled) their approach to emulate Starbucks, too, evident in the impressive décor renovations that are designed to invite – and keep – more people inside their locations and boost foot traffic. Ten years ago, McDonald's was simply a fast-food burger joint; now, many consumers go there to catch up with friends or even meet with business associates over a coffee.

This isn't anecdotal, either. For example, McDonald's has invested nearly $1bn to renovate most of its Canadian locations (although the return on investment (ROI) is arguable, as same-store sales are lagging). Dunkin', meanwhile, is spending more than $100m on freshening up its locations, with revenue, operating income and earnings per share targets all being met.

Lavazza and Costa Coffee are running a similar model to Starbucks (albeit with different mission and vision statements, as well as different geographical targets), but it is the rise of these already established players that Starbucks should perhaps be most wary of.

Starbucks' Company Culture

Starbucks is a unique corporation because what you see in its stores is what you can expect at its corporate offices. The organisation aims to maintain a culture of diversity, inclusion and belonging that is ubiquitous at its coffee shops and offices. This is evident in its human resource development as it strives to adopt collaboration and communication, institute a relationship-driven approach to business, and put forward a servant leadership model. Again, this is true at both Starbucks locations and offices.

The primary challenge for the company in this regard is a practical implementation of these HR concepts among licensees and franchisees, since business partners might have their own ideas on HR management and cultural development. However, Starbucks fosters the initiative of building on desirable behaviours and attributes, with partners seeing that if these aspects are working, then why change them?

"This relatively subtle approach has far more power than an unfocused 'culture initiative', writes Paul Leinwand, a global managing director at PwC, in the  Harvard Business Review . "It lets people bring their own emotional energy to an enterprise where they feel they have a stake – and thus leverages the company's culture to bring its strategic identity to life".

From the supply chain to human resources management to front-line staff, everyone shares the common goals of customers first, and premium quality products and service.

Key Takeaways

What is fascinating about Starbucks is that every company in different sectors can mirror its approach to business. By now, it is evident that the coffee giant is all about the customer experience, in a similar (albeit differently executed) way to Amazon.

This is not a coincidence. The Starbucks and the Amazons of this world have become successful through stable leadership, high-quality products and services, and innovative marketing endeavours. For Starbucks, the visionary outlook of Schultz was integral to this, but it still comes down to the premium coffee served with a smile behind the counter.

Starbucks had competitors when it started, and it has competitors now. The difference, however, is that Starbucks took – and continues to take – a different slant to its business model. Consumers not only purchased coffee, but they also bought unique beverages and sat down in a relaxing coffee shop to read, work on the next great American novel or converse with friends and family. After all, that can often be the trick for any business to stand out in a crowded market: take a unique approach to a conventional concept, or, as Schultz himself put it, represent more than just a cup of coffee.

In the meantime, if you're looking for more strategy inspiration, be sure to check out our in-depth analyses of Apple , Netflix and Uber !

Was this article helpful? What are your thoughts on the Starbucks business strategy? Let us know your thoughts in the comment section below!

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How to create StarBucks Pitch Deck

Blog > how to create starbucks pitch deck, table of content, introduction, starbucks approach: key elements of an effective pitch deck, art of creating a starbucks-esque pitch deck, stellar business tips for a standout pitch deck, our other categories.

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Reading Time : 14 Min

Pitch deck essentials.

In the fast-paced world of startups, a compelling pitch deck is your beacon, guiding potential investors toward the brilliance of your vision. This guide unveils the Starbucks-inspired approach to creating a pitch deck that resonates, captivates, and secures the funding your startup deserves. Drawing parallels from Starbucks’ transformative journey, we’ll navigate through the art and science of pitch deck creation, arming you with the insights to forge an irresistible narrative that investors can’t resist. Learn from Stellar Business Plans on how to create award winning pitch decks like StarBucks.

A. The Introduction Slide:

Making a Striking First Impression As Starbucks’ logo beckons from storefronts, your cover slide must intrigue. Embellish it with your branding, mirroring Starbucks’ memorable iconography to create an unforgettable first impression.

Example: Imagine your startup’s logo displayed with the same allure as the Starbucks mermaid, symbolizing your venture’s essence in a single glance.

B. Identifying the Market Gap:

Drawing Inspiration from Starbucks’ Beginnings Just as Starbucks spotted the unmet need for premium coffee, your startup identifies gaps waiting to be filled. Weave the tale of Starbucks’ origins into your pitch, emphasizing your startup’s acute market understanding.

Example: Share how Starbucks’ rise from a single store to a global phenomenon was fueled by recognizing coffee lovers’ desire for a richer, more elevated experience. Similarly, your startup identifies and addresses a market gap, demonstrating your ability to foresee trends and satisfy customer demands.

C. Presenting the Solution:

Showcasing Your Innovation Starbucks isn’t just coffee; it’s an experience. Similarly, reveal your innovation with passion. Like Starbucks’ journey from coffee vendor to global lifestyle brand, detail how your solution transforms industries.

Example: Narrate your solution’s journey, likening it to Starbucks’ metamorphosis from coffee retailer to a provider of an encompassing experience. If you’re developing a cutting-edge tech product, illustrate how it will revolutionize a specific industry in the same way Starbucks changed how people perceive and consume coffee.

D. Market Potential and Growth Strategy:

Learning from Starbucks’ Expansion From humble beginnings to worldwide prominence, Starbucks’ growth offers valuable insights. Translate these into your startup’s market potential and growth strategy, illustrating how you’ll conquer markets like Starbucks conquered continents.

Example: Describe how Starbucks meticulously studied consumer preferences and demographics before venturing into new territories. Apply this to your startup’s expansion plan, showing how you’ve researched target markets, identified entry points, and devised a scalable strategy.

E. The Business Model:

Revenue Streams and Monetization Starbucks isn’t just about coffee cups; it’s merchandise, loyalty programs, and more. Align your revenue model with Starbucks’ multifaceted approach, demonstrating innovative monetization beyond the obvious.

Example: Like Starbucks diversified its revenue streams through merchandise and gift cards, present multiple avenues your startup plans to generate income. If you’re developing a mobile app, discuss premium features, in-app purchases, and partnerships that drive revenue growth.

F. Demonstrating Traction:

Relating to Starbucks’ Customer Loyalty Starbucks’ cult following stems from customer loyalty. Use their playbook to present your traction – user adoption, testimonials, or partnerships – showcasing the early love your startup garners.

Example: Introduce user metrics, subscription rates, or customer feedback to mirror Starbucks’ approach to customer engagement. Highlight how your startup’s early traction is setting the stage for long-term loyalty and growth.

G. Competitive Analysis:

Standing Out in a Saturated Market Much like Starbucks’ distinctive charm amid competitors, portray your unique value proposition. Leverage a detailed competitive analysis to prove your startup’s edge, making investors believe in your potential to rise above the crowd.

Example: Draw parallels between Starbucks’ ability to differentiate in a saturated coffee market and your startup’s strategy to outshine competitors. Use concrete examples to showcase how your product/service stands apart, from features to customer support.

H. Financial Projections:

Mapping the Path to Profitability As Starbucks brewed profits, your startup’s financial projections should align. Sketch a roadmap of revenue, expenses, and profit margins, tracing the path to profitability with Starbucks-like precision.

Example: Model your financial projections after Starbucks’ meticulously calculated expansion plans. Provide clear, data-driven forecasts that map out revenue growth, cost management, and projected profits, showcasing your commitment to a sustainable business model.

A. Visual Design:

Crafting a Captivating Deck Emulate Starbucks’ ambiance through design. Just as Starbucks’ stores beckon with comforting aesthetics, your pitch deck should visually resonate. Choose colors, fonts, and imagery that echo your startup’s identity.

Example: Integrate your branding colors and style into the pitch deck design, much like Starbucks’ consistent visual identity across its global locations. Use imagery that resonates with your startup’s ethos and engages investors at an emotional level.

B. Storytelling Mastery:

Guiding Investors on a Journey Follow Starbucks’ footsteps in storytelling. Craft a narrative that engrosses, moving from problem to solution, mirroring Starbucks’ coffee narrative, and leaving investors eager for the next chapter.

Example: Craft a compelling narrative that narrates your startup’s journey akin to Starbucks’ evolution. Begin with the challenge you’re addressing, weave in anecdotes of overcoming obstacles, and culminate in a crescendo of how your solution transforms lives.

C. Concise Communication:

Conveying Complex Ideas Clearly Starbucks’ clarity in beverage descriptions parallels your need to simplify complex ideas. Use bullet points, graphs, and visuals to streamline information, making your pitch digestible like Starbucks’ menu.

Example: Just as Starbucks conveys complex coffee blends with simple descriptions, distill intricate technical concepts into easily digestible visuals. Use succinct bullet points to communicate key messages, ensuring investors grasp the essence without getting lost in details.

Authenticity Matters:

Just as Starbucks prides itself on ethical sourcing, showcase your startup’s authenticity. Paint a genuine picture of your mission, values, and passion.

Stellar Tip: Highlight your startup’s commitment to social responsibility, similar to Starbucks’ dedication to sustainability and fair trade practices.

Simplicity Wins:

Starbucks’ appeal lies in simplicity. Pare down your pitch’s language, replacing jargon with plain terms, ensuring investors understand your vision.

Stellar Tip: Use straightforward language to convey your startup’s value proposition, demystifying technical terms and focusing on relatable benefits.

Team Spotlight:

Starbucks’ baristas personify expertise; highlight your team similarly. Introduce key members, spotlighting their skills, and showcasing how your ensemble drives success.

Stellar Tip: Create a dedicated slide to showcase your team’s profiles, emphasizing how their diverse skills synergize to achieve your startup’s goals.

Visual Appeal:

Starbucks’ ambiance is visual; replicate this in your deck. Use striking visuals, GIFs, or short videos to amplify key messages, evoking an emotional connection.

Stellar Tip: Incorporate visuals that evoke emotions, aligning with Starbucks’ cozy atmosphere. For example, use imagery that captures moments of joy or transformation your solution brings.

Customer-Centric Approach:

Starbucks’ patrons drive success; your customers fuel growth. Emulate Starbucks’ dedication to its patrons by showcasing your solution’s alignment with customer needs.

Stellar Tip: Dedicate a section of your pitch deck to customer testimonials or user stories, echoing Starbucks’ emphasis on enhancing the customer experience.

Clear Market Understanding:

Starbucks excels by understanding coffee trends. Mirror this by demonstrating your profound grasp of your market, backed by data, research, and insights.

Stellar Tip: Showcase market research findings, customer surveys, and industry trends to underscore your startup’s data-driven approach, akin to Starbucks’ well-informed decisions.

In the realm of startups, a masterfully crafted pitch deck holds the key to investor interest and funding triumph. With Starbucks’ journey as our guide, we’ve unveiled a blueprint to create an attention-grabbing pitch deck. By blending Starbucks’ essence with Stellar Business Plans expertise, your startup can create a pitch deck that echoes Starbucks’ transformative influence, redefining its trajectory. Much like Starbucks redefined coffee culture, your pitch deck can redefine your startup’s destiny, placing it on a trajectory toward unrivaled success. Let Stellar Business Plans be your partner in this journey, weaving together Starbucks-inspired strategies with our consulting prowess to make your startup shine in the investment landscape.

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Updated On : August 20, 2023

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