While touring Italy, Howard Schultz noticed that the coffee houses were not merely where one would get a drink, but comfortable spots where individuals would gather, chat, and enjoy the quality of the espresso with each other. This experience inspired him with the vision that Starbucks would not just be the coffee bean store it was in the United States.

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Schultz first became a Starbucks employee, but he could not convince the initial owners to change the business model. They were determined to sell coffee beans, not to develop a café experience. Disappointed, Schultz founded his own coffeehouse, Il Giornale, to pilot his vision. When Starbucks eventually became available for sale, he took a huge risk in buying it and remolding it into the coffee chain he envisioned.

Expanding Starbucks Beyond Just Seattle Was The First Step In Making It A Well-Known National Brand

At first, Starbucks was a small company with relatively few locations in Seattle. Schultz, however, envisioned much bigger and began expanding the company to larger markets across the U.S. He sought locations in areas with heavy traffic, including airports, malls, and downtown city streets. This not only made Starbucks more convenient for the consumer but also helped the company become a national company.

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Schultz saw that Starbucks needed to offer more than the standard coffee if it was going to stand out from the rest. Schultz focused on expanding the menu to include new drinks such as flavored lattes, frappuccinos, and seasonal top-sellers such as the Pumpkin Spice Latte. These newer beverages established Starbucks as a more dynamic place for consumers and invited them to come back to try new beverages year-round.

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Growing Starbucks Into An International Brand Helped It Evolve From A National Chain Into A Worldwide Coffee Empire

While Starbucks became rooted in the United States, Schultz sought to expand globally. He chose locations in major metropolitan areas, starting with Tokyo in 1996, with caution, not fully adapting the company for every country but keeping the Starbucks image with the addition of subtle, regionally appropriate touches to meet the cultures of the areas. This enabled Starbucks to grow to become one of the most recognized coffee brands in the world.

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As Starbucks expanded, Schultz recognized the need to make the customer experience faster and more convenient. He added more drive-thru locations where people could get their coffee without having to get out of the car, which was particularly convenient for busy commuters. Starbucks later added mobile ordering, where one could order in advance and avoid waiting in line. These innovations kept Starbucks ahead.

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Leaving Starbucks For A Period And Then Returning As CEO Allowed Howard Schultz To Fix Problems And Lead The Company Back To Success

Schultz temporarily stepped down as CEO, but when Starbucks started to struggle financially, he returned to restore the company to its former standards. He refocused on quality, shut down under-performing stores, and invested in staff training. His leadership rescued Starbucks and returned the company to the path of success, showing just how much he cared about the long-term health of the company.

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