The Starbucks Secret
Concepts have evolved and changed beyond geographical boundaries owing to blurring and demolition of economic grounds. Globalisation is not an expansionary mindset anymore, rather a strategic imperative to look beyond growth opportunities. E-commerce and emergence of digital and social practises have led to level playing field for companies and their competitors. Today even the most established brands are under threat from emerging brands with the rising price wars and clear product differentiations.
Maintaining the core underlying brand identity with the emerging models of competition and growth and the interconnectedness of the business world. Iconic brands like Starbucks, have maintained consistency across their business operations at both the local and global levels. Founded in 1971, in the city of Seattle USA, the brand has truly changed the way the world consumes coffee. It is a pioneer in creating this conceptual framework that is a third place between work and home where people relax, enjoy a cup of coffee and exude camaraderie among themselves. They have consistently defied conventional wisdom.
Located in one of the most upscale and premium neighbourhoods in the city of Bangalore, the store is an invitation to coffee aficionados for a quiet escape – a place where they can relax and share conversations over a cup of coffee. The interesting aspect however is that the shape of the brew bar resembles a coffee bean. In this store, the artistry of coffee is on display with the golden glow of siphons at the coffee bar. The colour palette suggests a deep, earthy vibe including ample use of mango wood and locally sourced sculptural stools. Spanning over 3,000 sq. ft of space uses Mangalore roof tiles, a typical roofing method in South India, composed as screens, allowing the store to exude warmth and comfort. Motif etching on the back bar wall is inspired by the intriguing tribal art style of Kalamkari in Southern India.
They source 99% of its coffee ethically through Coffee and Farmer Equity (CAFÉ) practices thus halving its carbon footprint. Their aim is to be resource positive – storing more carbon than the company emits, eliminating waste, and providing more clean freshwater than it uses. They implement the following :
Expanding plant-based options on its menu
Shifting from single use to reusable packaging
Investing in innovative and regenerative agricultural practices, forest conservation and water replenishment in its supply chain
Investing in better waste management practices to ensure more reuse and recycling, and eliminate food waste
Developing more eco-friendly stores, operations, manufacturing and delivery
These are examples of consistency, attention to detail and a strong customer orientation in practice.