Most of the businesses promulgate that their customers are their kings. And many others tacitly make it their practice. “We are not in the coffee business serving people, but we are in the people business serving coffee.” That was Starbucks’ top management’s theory. Today Starbucks is opening its Reserve Roastery in the meatpacking district at 61 9th Avenue (on the corner of 9th Avenue and 15th Street), the New York location marks Starbucks’ fourth Roastery and second location in the U.S. As Starbucks has always mesmerised the people around the globe, FART Magazine just thought of revealing the open-secret!
How the Starbucks NY Roastery looks from inside, the Perfect Space for the Perfect Cup of Joe:
Do you really know how important we are to business, even when we are useless at home (wink). Imagine, the supermarket you weekly head for purchase. If the way they treat you is too good, you would go to none other. You may think, “Why make profit for someone else?” The comfort you have when you shop, the offers they give, the gifts they provide, the sales men/women’s unfailing service, definitely for a minute you feel you were born a King. Later during dining table chats, office breaks, you talk, talk and talk, probably you say your shopping story, there you become your supermarket’s super-model, like Madhuri Dixit in Aquaguard’s.
A boy who was born to a middle class family, Howard Schultz, was a mind-blowing footballer and received scholarship which made procuring a college degree a less tough task. He initially worked at Xerox as a salesman, later at a plastic manufacturing company. It was during the latter part of his life that he came across a small retail coffee selling company and the love story began. Two years later, his dream came true, that ‘love of his life’ was on sale, natch, no second thoughts! Whatever he had and whatever he could get from his friends, that became the capital for the now opulent brand Starbucks. Howard’s vision was to rapidly expand a coffee shop to a chief brand.
He knew, to sell the coffee at premium prices, it should be a larger than life coffee. How? Serve it with the right emotion and make a connection to the one who comes to sip at Starbucks. Like any company they too had some initial setbacks, it was a little difficult for the crew. Working long hours and managing short tempered customers grew a problem. Schultz decided to train them so that everything was at ease for his team. Customer was and is his king, the simple system called LATTE (A type of coffee) an acronym for Listen, Acknowledge, Take action, Thank them and Explain why. Things weren’t too simple, the ‘organisational habit’ was indoctrinated with hours of roleplay.
Mesmerising isn’t it? On hearing Startbucks if we have 1000 compliments to come up with. You could just imagine the effort they laid. The growth from 6 stores in 1987 to 28,218 stores in 2018 across the world, was only because of “connection“.
Starbucks say on their webpage:
We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.
Planning to do a business? Have the “Connect”. New York Reserve Roastery is all set to CONNECT!
(Inspired from R A Nadesan’s Work)