Success of Starbucks

Shanghai Star. 2002-05-30

ON its second anniversary in May, Starbucks opened its 23rd outlet in Shanghai at Metro City in Xujiahui.

The green logo can be seen in many buildings along upscale Huaihai Lu, Nanjing Xilu, Yuyuan Garden and Xintiandi.

Starbucks aims to create "the third living space" - beyond home and work - for every customer.

Thus, besides the aromatic coffee, Starbucks also offers wireless Internet access in every outlet.

After a successful entry in Shanghai, Starbucks opened three more outlets in nearby Hangzhou. The company expects to open 50 outlets in Shanghai and surrounding provinces.

Since the first Starbucks outlet debuted in Seattle in the United States in 1971, the company has been devoted to searching out the highest quality coffee beans, tea and spices around the world.

A stocking team travelled to Indonesia, East Africa and South America, hoping to find first-class beans for every outlet in varied parts of the world.

The design of Starbucks' shops usually have four themes: growth, roast, brew and aroma, which are represented by the colours green, red, blue and yellow respectively.

Even the glass and ornaments in the shops symbolize a specific theme. The glass in an aroma style shop takes the shape of circles, just like the shape of rising aromatic steam of coffee.

Although it's an American brandname, coffee in Starbucks is actually European style.

Copyright by Shanghai Star.