Market
The aroma of coffee began to permeate ‹stanbul
in the 16th century, and quickly played a key
role in Ottoman culture. The most important
components of the coffee culture, that spread
from the palace to the other parts of the
empire, were the preparation and serving of
coffee as well as its role as the centre point of
social events.
Coffee, with its connotations of the palace’s
aristocratic and elite, accompanied politically
charged conversations in cafés and became a
tool for socialising as well as a treat for guests in
homes. This charming beverage, which in time
turned out to become the symbol of Turkish
hospitality ‘that lasts for 40 years’, is still one of
the indispensable tastes of modern daily life.
Similar to its role in domestic life, coffee
forming the basis of long genial conversations
and amicable relationships at traditional coffee
stalls and modern cafés, has become a key part
of social life.
The amount of coffee that is consumed also
demonstrates that the role coffee plays in
Turkish life is indispensable from the taste of
coffee itself.
Today, Starbucks Coffee offers the world’s
finest varieties of coffee and unique coffee
experience to coffee lovers all over the world.
As of 2003, Turkish coffee lovers started
enjoying coffee varieties prepared with the
world’s highest-quality coffee beans within the
comfortable atmosphere of Starbucks Coffee
Shops.
Achievements
Starbucks Coffee welcomes 33 million coffee
lovers weekly at more than 9,000 stores all over
the world and works in accordance with the
principle ‘every detail counts’ in order to
provide its guests with an excellent experience.
Feedback from customers is considered to be
the most important and preferential evaluation
tool utilised in line with this principle. Feedback
gathered from the stores reveals the areas
Starbucks is good at. The foremost of these
areas is the way Starbucks enables coffee lovers
to create the coffees that best suits their tastes
and it successfully upholds its claim by offering
customised beverages as a result of its expertise
in the coffee business.
Another true mark of Starbucks’ success and
achievement is the significant perception that
Starbucks customers enjoy the atmosphere and
service it offers. Accordingly, its customers see
Starbucks as their ‘third place’ after their homes
and offices.
Starbucks combines its expertise in coffee
with its innovative approach. The company puts
great effort in offering a variety of choices and
adding new products to its range periodically.
Baristas are the nameless heroes of the
brand’s success. They play a key role in the
Starbucks experience and are the personal face
of the brand. There is a unique connection
between customers, who are welcomed as
Starbucks guests, and baristas, who benefit from
effective training programs, work with the
support of professional career planning, and take
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enjoyment from their work. They are called ‘our
partners’ in the Starbucks world.
History
Starbucks was first established as a small store
that sold special coffees in Seattle Pike Place in
1971. The company, which took its name from
the coffee loving hero of Hermann Melville’s
unforgettable novel
Moby Dick, has the
mythological siren
as its logo.
Starbucks owes
the biggest part of
its success to its
CEO Howard
Schultz who has
significantly
contributed to the
company since its
foundation. After
Schultz, who started working for the company in
the beginning of the 1980’s as the sales and
marketing director, decided to replicate in
Seattle the espresso bars he saw and admired in
Italy, the company accelerated its growth. After
this date, Starbucks began to expand its
operations and became widespread in the US.
Having changed the entire vision and shaped
the future of Starbucks, Schultz bought the
company with the support of local investors.
Today, Schultz continues his job as the President
and the Global Strategy Director of
Starbucks Coffee Company.
Starbucks, having opened its first
store outside of the US in the
Japanese capital Tokyo in 1996,
today offers its services to millions
of coffee lovers every week with
more than 9,000 stores from Far
Eastern countries to Europe and
with almost 90,000 employees.
Starbucks Coffee, listed as one of
the most valuable global brands,
opened its first two stores in Turkey
in ‹stanbul in April 2003.
As of July 2005, Starbucks Coffee,
provided coffee lovers with the best
quality coffees in the world as well
as a variety of pastries and food that
best compliment these coffee assortments in a
total of 23 stores located in ‹stanbul and Ankara.
Starbucks Coffee Turkey, which had 285
employees as of the same date, aims to enable
many more coffee lovers to live the Starbucks
Experience with the help of the new stores
planned to be opened and new partners to be
added to its family.
Product
After selecting and buying the best
1% of the ‘arabica’ coffee beans
produced in the world each year,
Starbucks roasts these excellent
quality coffee beans through a
special method called ‘Starbucks
Roast™’ and then fulfils the orders
of coffee lovers every day all over
the world.
Its passion and commitment to
serve the finest coffee, steers
Starbucks towards the source of coffee.
Starbucks coffee buyers spend four months of
the year in Central America, Africa and
Indonesia, where the best ‘arabica’ beans are
cultivated. They speak the same language with
the coffee producers and live in their world.
More than a thousand coffee samples are
studied at the Starbucks Tasting Centre every
year and the samples that best meet Starbucks’
stringent coffee standards are singled out.
Tasting experts taste an average of 150,000 cups
of coffee per year. As a result of all
this work, the aromas and the
fascinating flavours that stimulate
the senses are shared with coffee
lovers.
Coffee lovers have the
opportunity to extend their
Starbucks experience at home if
they so desire as Starbucks also
sells a wide range of whole bean
coffees as well as home style coffee
brewing equipment.
During the coffee seminars,
Starbucks Coffee ‘Coffee Masters’
inform those of their customers
who would like to obtain
information about brewing whole
bean coffees at home or to get
more closely acquainted with the
items such as mugs, tumblers, and coffee presses
that enrich the experience of coffee.
Recent Developments
world of coffee.
Starbucks classifies the coffee beans according
to their origins; Latin American, African, AsianPacific coffees and Blend coffees composed of
different profiles are served to customers in
their freshest form at all seasons. Moreover,
whole bean coffees that are produced in a
limited quantity and specially packed every year
are available at Starbucks Coffee stores.
Today, the most preferred beverages in the
Starbucks Coffee stores in Turkey include
espresso based hot and cold drinks (Caffè Latte,
Caramel Macchiato, Cappuccino, Caffè Mocha,
White Chocolate Mocha, and Espresso).
Starbucks Coffee stores also offer special
Starbucks teas, espresso-iced beverages and
Blended Beverages named Frappuccino™ as well
as special pastries and food that accompany this
culture. In addition, Starbucks sells special retail
Starbucks Coffee provides its guests with a
comfortable gathering place outside of home
and work, not just by offering customers quality
Starbucks products, but also devoted service and
cosy surroundings that the company always
strives to improve upon.
Customers who want to enrich their already
pleasant Starbucks Experience are heading to
Starbucks Coffee stores with laptops in tow to
enjoy its wireless Internet access. In Starbucks
stores with a wireless Internet stamp in the front
window, coffee lovers savour their beverages as
they check their e-mails easily and quickly, surf
the web and enjoy all of the advantages of the
Internet.
Known as much for its social responsibility
projects designed to contribute to the
communities in the countries it operates in
as its expertise on and passion for coffee,
Starbucks Coffee maintains its activities in this
field in Turkey on a continuous basis.
Within the scope of the ‘Adopted Schools’
social outreach programme that was initiated in
December 2003 with the aim of supporting
elementary school students, an adopted school
is selected for each new Starbucks store, and
thus, the number of students supported increase
gradually.
Today, Starbucks fulfils its adopted schools’ needs
such as books, educational materials and toys with
the voluntary support of its partners and the
contributions of its socially sensitive customers.
Starbucks, carrying out various additional
activities for children, such as gathers new year
gifts for hundreds of kids as part of the Toy Drive
activities organised during every New Year’s
season, enabling its guests to share this happiness.
In March 2005, Starbucks Coffee organised its
second design competition; the first competition
had taken place during the first year of
celebrations of
Starbucks Coffee in
Turkey. Having set out
with the aim of
decorating coffee mugs
with creative designs
and adding new
designs to the
Starbucks collection,
Starbucks Coffee
offered all amateur
and professional
designers the opportunity to depict the
pleasure of coffee on Starbucks mugs.
Promotion
As one of the most successful global brands in
Experimental Marketing, Starbucks likes to
reinforce the bond between its customers and
its services. In this direction, in-store
communication specific to the thematic activities
is carried out in the stores, to enrich the
Starbucks experience of guests.
Starbucks prefers to identify with the
special moments in its customers’
lives by means of the products and
emotional experience it provides
them as this approach enhances its
bond with its customers.
When the accomplishments of the
brand are studied, Starbucks Coffee
customers are of the utmost
importance. Starbucks Coffee
customers take ownership of the
brand, recognise the brand as a
pleasing part of their life and prefer to
build an open communication with
the partners. As a result of this
open and strong
communication,
consumers get the enjoyment out of having their
expectations clearly understood and fulfilled.
Brand Values
Starbucks Coffee defines its mission as ‘To
establish Starbucks as the premier purveyor of
the finest coffee in the world while maintaining
our uncompromising principles as we grow’.
The brand supports this mission with the
following principles:
Providing a great work environment and
treating everyone with respect and dignity.
Embracing diversity as an essential component in
the way the company does business. Applying
the highest standards of excellence to the
purchasing, roasting and fresh delivery of coffee.
Developing enthusiastically satisfied customers all
of the time and contributing positively to
communities and the environment.
www.starbucks.com.tr
info@starbucks.com.tr
THINGS YOU DIDN’T KNOW ABOUT
Starbucks Coffee
Coffee lovers can benefit from Starbucks’
extensive knowledge of the coffee world
through its ‘Coffee Seminars’, held in all
Starbucks Coffee stores.
Coffee seminars are organised by the ‘Coffee
Masters’ of Starbucks Coffee. In order to become
a ‘Coffee Master’, Starbucks Coffee partners
need to take written and oral examinations and
blind tastings of various coffees.
As of 2005, there were 11.000 Starbucks
Coffee Masters all over the world.
Every year Coffee Masters compete with the
other Coffee Masters in their own country with
the aim of garnering the National Coffee
Ambassador award. At the end of this contest,
a Coffee Ambassador is selected annually for
each country.
Coffee Ambassadors meet once a year in a
country to share their knowledge and
experience and to taste new coffees.
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