Imifanekiso kaGetty Uyazi Starbucks. Yile ketana yeevenkile zekofu ekhoyo kwinto ebonakala ngathi yiyo yonke ikona yesitrato emhlabeni. Banayo loo logo-uyazi enye. Kwaye ke kukho la mavumba; ukuba ayinakuphazanyiswa, ayinakulinganiswa Starbucks ivumba. Azikho iindawo ezininzi ezinokubeka ibango lokuba nevumba elingumqondiso, kodwa aba bantu babethelele.
Ukusukela oko yasekwa ngo-1971, i-Starbucks ikhule isuka kwivenkile yekofu yase Seattle iye kwi-behemoth yeenkampani eneempawu ezichazayo ezibonakalayo kubo bonke abantu kwikona nganye yoMhlaba. Into enokubonakala ngathi yinto elula kubomi bethu bemihla ngemihla, nangona kunjalo, ngumbutho ontsonkothileyo onembali ecacileyo kunye nenqwaba yeempawu ezothusayo abantu abaninzi abangazaziyo. Ukusuka kwi-logo yayo yokuqala kunye nemvelaphi yokubhalwa kwegama layo, ukuya kuthi ga kumculo we-biz, nakwisebe eliyimfihlo eLangley, le yinyani engachazwanga ye-Starbucks.
Abaseki
I-Instagram Abalandeli beStarbucks ndinabantu abathathu ukuba ndibulele ukuzisa inkampani emhlabeni. Owokuqala nguGordon Bowker, oshiye ikholeji eSeattle owaye wafumanisa ukuthanda kwakhe ikofu kuhambo oluya e-Italiya ngo-1962. Abanye ababini yayingamagumbi kaBowker, uJerry Baldwin noZev Siegl. Bephenjelelwe luthando lwabo lwekofu elungileyo, baqala ukuzosa ikofu yabo. Ngokudibeneyo, baqala inkampani bayibiza ngokuba yi Starbucks. Ukuqala kwangoko kwivenkile yekofu eyaziwayo kuthengise iimbotyi zekofu, iti, iziqholo, oomatshini bekhofi kunye nezinto zokusebenza. Kwakungekho iminyaka emininzi kamva, phantsi komnini owahlukileyo , baqala ukuthengisa iziselo zekofu.
Kodwa uBowker, uBaldwin, kunye noSiegl ngekhe babe kunye neStarbucks ngonaphakade. Kwiminyaka yee-80s, umthengisi oselula ogama linguHoward Schultz wayithenga le nkampani. Namhlanje, uBowker uphila ubomi obuthobekileyo, okwexeshana I-Peet's Coffee & Tea (apho yena usasebenza kwiBhodi yaBalawuli) naseRedhook Ale Brewery. UBaldwin ngumnini Yenkampani yakhe yewayini eCarlifonia kwaye wasebenza njengoMongameli woMbutho weScientifique Internationale du Café. USiegl ngu Umcebisi kwezoshishino kunye nesithethi esikhuthazayo.
Indawo 'yokuqala' yayingeyiyo eyokuqala
Imifanekiso kaGetty Indawo ye Starbucks yoqobo yinto ethile yendawo yokuhambela abalandeli bekhofi, nanamhlanje. Indawo edumileyo yabakhenkethi, nangona kunjalo, yeyona ndawo yesibini yevenkile , apho yafudukela khona ngo-1977. Nangona kunjalo, yenza utyelelo lokundwendwela eSeattle kwihlabathi liphela.
Ivenkile ayifani ncam nokuba ibuyele njani kwii-70s: sisakhiwo esincinci, kwaye akukho ndawo yokuhlala okanye ukuxhoma ngaphakathi (intsalela yomsebenzi wokuqala wenkampani njengendawo yokuthenga iimbotyi zekofu kunye nezinye izinto, endaweni yoko Kunokusela ikofu). Oko akutsho ukuba abenzanga maxesha konke konke, nangona-ngoku ungathenga iziselo zekofu kwivenkile yoqobo, enika yonke into oyifumanayo nakweliphi na isebe langoku le-Starbucks. Ngapha koko, kumbukeli odlulayo, ekuphela kwento eya kuthi inike nasiphi na isalathiso malunga nembali yevenkile ende nengcwalisiweyo ziimpawu ezingaqhelekanga, ezingabonakaliyo ezibhalwe kwigumbi.
I-logo yabo yasekuqaleni yayiyi-raunchy
Imifanekiso kaGetty I-Starbucks logo yenye yezona zinto zibalulekileyo kwimbali yequmrhu. Bambalwa abanokulingana nokuqondwa okupheleleyo kwale mermaid imhlophe kwimvelaphi yayo eluhlaza -Iingqameko zikaMcDonald, mhlawumbi, okanye I-Nike swoosh. Okwangoku, nangona kunjalo, iphezulu apho. Kodwa oko kwakungasoloko ilogo yeStarbucks.
I-logo yentsusa-esatyatyekiweyo kulo lonke elo sebe laseSeattle -yayintsundu ngokwenene, kwaye wabonisa i-mermaid njengengenasiphelo . Umbono yayikukuba i-mermaid enemisila emibini, eyayisekwe kumfanekiso ofunyenwe kwinkulungwane ye-16 yenkuni, yayifanele ukubonakala ngathi iyakhohlisa njengekofu uqobo. Ngokwendalo, kwenziwa izikhalazo, kodwa i-Starbucks ayibonanga ngxaki de yafikelela kwinqanaba apho uphawu kufuneka lubonakale lukhulu kwicala leelori zokuhambisa. I-logo ke ngoko yenziwa ngokutsha, i-mermaid yanikwa ukuthozama (kunye nesitayile esitsha sokuqalisa) kunye ne-icon yanamhlanje eyaziwayo.
endaweni yeapilesauce ekubhakeni
Igama lalinesiqalo senoveli
Imifanekiso kaGetty Kule mihla, akukho mntu ubeka ingcinga enkulu kwinto enokuthi ukuba lithetha ntoni igama elithi Starbucks. Kwaye kutheni? Emva kwayo yonke loo nto, wonke umntu sele eyazi ukuba kuthetha ntoni: ligama levenkile yekofu. Kudala-dala, nangona kunjalo, igama lalinokubonakala ngathi liqhelekile- kwaye kungenxa yokuba ifumana imvelaphi yayo kwindawo ethile.
Abaseki be Starbucks uthathe igama ku I-Moby Dick Inoveli kaHerman Melville. Kwincwadi, i-Starbuck ligama le iqabane lokuqala I-Pequod, inqanawa ka-Captain Ahabi, kwaye ibonelela ngokuzola okungafaniyo nohlobo luka-Ahabhi ngokwakhe. I-Starbucks, nangona kunjalo, yayiligama lesibini lenkampani. UGordon Bowker wayefuna ngokwenene biza inkampani Pequod , kodwa iqabane likaBowker lokuthengisa uTerry Heckler wayengaqinisekanga. Ekugqibeleni, bobabini bahlala kwi-Starbucks njengegama, mhlawumbi begweba u-'Ahab ',' u-Ishmael 'kunye no' Captain Boomer '. Yeyona ilungileyo, ngokwenene.
Basebenza nzima besenzela elo vumba limnandi
Imifanekiso kaGetty Ewe, yilevumba lakudala le Starbucks. Kwincwadi yakhe yowe-1997 Thela Intliziyo Yakho Kuyo UWoward Schultz ichaza njenge 'yintloko, isityebi, yomelele, imnyama, icebisa.' Nokuba yeyiphi na, yenye yezinto ezichazayo umfanekiso weStarbucks kwaye igcwele phantse kuyo yonke ivenkile yeStarbucks kwihlabathi liphela.
Kodwa ukugcina elo phunga lomeleleyo ngumsebenzi onzima kwinkampani. Iimbotyi zekhofi zihlala zithatha amavumba, oko kuthetha ukuba kulula ukuba zonakaliswe livumba elingcolileyo. Ukuthintela oku kungenzeki, ii-Starbucks zalela ukutshaya kwiivenkile zazo kwakude kudala ngaphambi kokuba ube ngumthetho. Banqanda abasebenzi babo ekusebenziseni iziqholo kunye neecolognes, kwaye bayala ukuthengisa iimbotyi zekofu ezinekhemikhali. Izinto ezinuka kamnandi ezifana nesuphu, ipastrami kunye nokunye ukutya nako akusekho kwimenyu (nangona ivenkile inika ukutya okuncinci okulula okunje ngeesandwich kunye neekeyiki ezibhakwe ngaphandle kwendawo). Iziphumo zizinto ezicocekileyo, ezilula: ikofu. Ngeliphandle, besingenakuba nayo enye indlela.
Le mibala yeapron ayisiyomboniso wodwa
I-Instagram Iapron yohlobo oluqhelekileyo ikwindawo ebonakalayo njengabathengi beStarbucks njenge-logo ngokwayo, kodwa ayisiyiyo kuphela ekhoyo. Inyaniso, kukho lonke uluhlu lwezinye iifaskoti zonke ezineentsingiselo zazo kunye neenjongo zazo.
Ifaskoti eluhlaza isemgangathweni, kunjalo. Iivetshi zomkhosi zinokukhetha ukunxiba ezimfakamfele iflegi yaseMelika, ngelixa abasebenzi abaphumelele isiCwangciso sokuFezekiswa kweKholeji yaseStarbucks benomntu odweliswe ngodaka. Iifaskoti ezi-orenji zinxitywa eNetherlands ukubhiyozela uSuku loKumkani, ngelixa ifaskoti emfusa igcinwa kuphela kunyaka ngamnye wama-26 Iintshatsheli zebartender .
I-bacon vs bacon bacon
Iapron emnyama, ngeli xesha, inxitywa ziiKofu zeMasters, ezinolwazi oluqinisekisiweyo ebaleni. Ngamaxesha athile, iziganeko zentengiso ziya kubandakanya inkampani enikezela ngeefaskoti ezimbalwa kwivenkile nganye, njengefaskoti eluhlaza okwesibhakabhaka yokumiliselwa kweFrappuccino Happy Hour okanye iifaskoti ezibomvu onokuzibona ngexesha leeholide.
Ngokuqinisekileyo iiBaristas zinekhowudi yokunxiba
I-Instagram Ifaskoti ayisiyiyo kuphela kwento ekhowudi yokunxiba ye-Starbucks efanelekileyo, kodwa. Ngapha koko, inkampani inyanzelekile ubavumela njani abasebenzi ukuba baziveze . Nantsi ukuqhuba kwemigaqo.
Iinwele kufuneka zigcinwe zikhangeleka 'zendalo', okuthetha ukuba akukho mibala eqaqambileyo enje ngemfusa, pinki, luhlaza okwesibhakabhaka okanye luhlaza (nangona oku kubonakala kwahluka ngevenkile) Imisesane iyavunyelwa, kodwa kuphela ukuba ayinamatye, kunye neewotshi, izacholo kunye neebhanti zesandla azivumelekanga ngezizathu zokhuseleko lokutya. Ifaskoti kufuneka igcinwe icocekile, ingenasinki kwaye ingenabala, ngelixa ihempe yakho kufuneka ibe mnyama emnyama okanye imhlophe ngokuqinileyo kwaye bakhetha ukuyifaka. Ukugqobhoza kufanele kube kuncinci, kucoceke iinzipho, kwaye ii-tatoo zivumelekile - kodwa kufuneka zingcamle kwaye ' t ebusweni bakho nasemqaleni. Okokugqibela, nayiphi na iminqwazi enxitywayo kufuneka ibe nelogo yeStarbucks, kunye neebhulukhwe, iibhulukhwe ezimfutshane okanye izikethi mazibe khaki okanye zimnyama.
Kuluhlu olungahambiyo: ijini eluhlaza okwesibhakabhaka, iihoodi, izikipa, iibhulukhwe zeyoga, iibhutsi zeenkomo, izihlangu zelaphu kwaye, ewe, iicolognes kunye neziqholo
ungazi njani ukuba amakhowa awalunganga
Iitafile zijikelezile ngesizathu
I-Instagram Iitafile ezijikeleze i-Starbucks zikhona kwindawo entle kakhulu kuyo yonke indawo enenkampani, kwaye nangona zingenakho ukuvusa ubushushu obufudumeleyo, obumema iivenkile ezincinci zekofu, kwigumbi lokuhlala, zakhelwe njalo ngesizathu esihle.
NgokukaKaren Blumenthal, umbhali we Ukulindela okuMkhulu: Unyaka kuBomi beStockbucks ' (nge I-Reader's Digest ), iitafile ezijikeleze ivenkile zenziwe ngolohlobo ukwenza ukuba uzive unesithukuthezi ngakumbi ekhaya. 'Iitafile ezijikelezayo zamkelekile kunalezo zinemiphetho yesikwere,' ubhala. Kwaye abantu bajongeka bodwa xa behleli etafileni ejikelezayo. Kuya kubonisa nje ukuba neyona mpawu inezinto ezinobungozi kwiivenkile ezinje nge-Starbucks ziye zacingelwa izihlandlo ngezihlandlo. Kwaye ngokuqinisekileyo, mhlawumbi umgxeki angacebisa ukuba i-Starbucks yenze iitafile zabo ngale ndlela ngethemba lokugcina abantu bangafuni ukushiya iivenkile zabo, ngokwenza njalo benze imali kumthengi ngamnye- kodwa ngubani esiza kuthi?
Kukho ubungakanani beekomityi onokuthi ungazi ngazo
I-Instagram Ngokuqinisekileyo uyazi kakuhle Ubungakanani bendebe ye-Starbucks . Unobude (ii-ounces ezili-12), iGrande (ii-ounces eziyi-16) kunye neVenti (ii-ounces ezingama-20). Kodwa kukho ezinye ubukhulu beekomityi ezithi, ngaphandle kokungabonakali kwimenyu, ziyafumaneka kubathengi beStarbucks.
Eyokuqala yiMfutshane, eyayiyenye yeekomityi ezimbini zokuqala ezazithengiswa yinkampani. Ziyi-ounces ezi-8 kuphela, kwaye yenza esona sincinci sincinci sesiselo esinikwa yi-Starbucks, ngaphandle kokuba sisayizi eqhelekileyo yekhofi eyenziwe ekhaya. Ifumaneka kuphela kwiziselo ezishushu, kwaye ayisoloko ibonakala kwi iibhodi zemenyu . Enye iTrenta, ubungakanani besiselo esitsha esitsha esilinganisa ii-ounces ezingama-31. Ifumaneka kuphela kwiziselo zomkhenkce ezinje ngekofu yomkhenkce, iti enomkhenkce, ilamonade kunye nezinye iziselo ezibandayo, kwaye zihlala zibiza iisenti ezingama-50 ngaphezulu kobungakanani beVenti. Kodwa ngokunyanisekileyo, ngekhe uyidinge-isisu somntu ingabamba kuphela ii-ounces ezingama-32 zolwelo , kunye neTrenta Frappuccino (ethi Starbucks kuthiwa yakha yathengiswa ) yayiza kuba neekhalori ezingaphezulu kwe-1 000 kunye ne-100 yeeshukela.
Ngokwenene bakho kuyo yonke indawo ... phantse
Imifanekiso kaGetty Ukuba kukho into enye wonke umntu ayaziyo malunga ne-Starbucks, yile nto bayiyo naphi na . Ngokukrakra- kukho ithuba elihle lokuba ungabona enye ngoku, kwaye ukuba awukwazi ukuba ikhona enye ekunene ngekona. Isikali esipheleleyo solawulo lwe-Starbucks kwihlabathi liphela yabekwa kumxholo nguQuartz ngo-2014 . Imephu yabo yetyathanga kwihlabathi liphela yafumanisa ukuba i-Starbucks ibikho kumazwe angama-63, ngokungabikho okuphawulekayo e-Afrika, e-Asia eseMbindini nase Mpuma Yurophu. Bafumanise ukuba ukuhanjiswa kwe-Starbucks ezixekweni kubonisa ukubonakala kweedolophu ngokwazo, kubonisa ubukhulu bevenkile ezivenkileni nganye.
UQuartz wafumanisa ukuba iSeoul yayiyeyona Starbucks ngelo xesha, ilandelwa ngokusondeleyo yiNew York, iShanghai, iLondon neChicago. Baye bafumanisa ukuba, ukuba usuka eBoston uye kwi-NYC usiya ePhiladelphia, awusoze ube ngaphezulu kweekhilomitha ezili-10 ze-Starbucks (kwaye ungaqhubeka uye ezantsi eBaltimore, Washington, Richmond naseVirginia kwaye ube ngaphezulu kweekhilomitha ezili-10 kude kabini ). Ke, ewe. Uninzi lwee-Starbucks.
Kukho 'i-Starbucks e-Stealthy'
Imifanekiso kaGetty Kuzo zonke iindawo ze-Starbucks kwihlabathi liphela, nangona kunjalo, mhlawumbi eyona nto inomdla kuzo zonke yile nto ikhona ngaphakathi ngaphakathi Ikomkhulu leCIA eLangley eVirginia. Eyaziwa ngothando kwi 'Stealthy Starbucks,' the baristas abasebenza kwelo sebe babekwa kuluhlu olubanzi lokujonga imvelaphi kunye nodliwanondlebe ngaphambi kokuba bavunyelwe ukuba basebenze apho, kwaye nasemva kokuba beyigqibile yonke loo nto, bahanjiswa ziiarhente ngaphakathi nangaphandle kwendawo abasebenza kuyo.
Ngaphandle kwendalo efihlakeleyo, nangona kunjalo, isebe laseLangley lelona lixakekileyo e-USA, kwaye lisebenza amawaka abahlalutyi, iiarhente, ezoqoqosho, iinjineli, iijografi, kunye nabazobi beemaphu. Ngaphandle kokuvela njengayo nayiphi na enye i-Starbucks, injongo yayo kukubonelela ngendawo yokuhlala abantu kubasebenzi be-arhente, uninzi lwabo olusebenza kwiimeko zoxinzelelo oluphezulu kwaye abanazo ii-smartphones zabo ukubanceda baphume (kufuneka babashiye abo ezimotweni zabo. ). Ikwabonelela ngokuseta kodliwanondlebe lomsebenzi kwiiarhente zangoku ezijonge ukuphinda zinikezelwe. Kwaye hayi, ngaphambi kokuba ubuze-akukho mntu unika igama lakhe kwikhawuntara.
Bazama ukungena kwi-biz yomculo
Imifanekiso kaGetty Ngo-2007, i-Starbucks yasekwa kunye Mamela Umculo kunye neQela leMculo leConcord. I-Starbucks yayifumene indlela yayo kwishishini lomculo ngokuthengisa umculo wegcisa njenge URay Charles kunye noBob Dylan kwiivenkile eziseMelika. Kwakuloo nyaka mnye, nangona kunjalo, wenza utyikityo lokuqala olufanelekileyo: uPaul McCartney.
Ilebheli ngokwayo ayiyanga kude, nangona kunjalo. Emva kokutyikitya ukutshitshiswa kwamagcisa (kubandakanya UCarly Simon , I-albhamu yabo ekwilebhile ithengiswe kakubi, ikhokelela ekusileleni kwezomthetho ngokuchasene nabo), Starbucks wajika ulawulo yelebheli kwiQela loMculo leConcord. '
I-saga yonke yoxolo ibibonakala ngathi iyangqina ukuba, nokuba ungasayina kangakanani entloko, ukuzama ukwenza imali ngokuthengisa ii-CD kwiivenkile zekofu ngexesha lokufika kweminyaka yomculo wedijithali ayisiyongcamango ilungileyo emva koko. Ngubani owaziyo?
Kukho iindawo eziyimfihlo zeStarbucks
Imifanekiso kaGetty Isebe le-CIA linokwaziwa njenge 'Stealthy Starbucks,' kodwa oko akuthethi ukuba lelona candelo liyimfihlo kwihlabathi liphela. Abanye, nangona kunjalo, banyebile ngendlela eyahlukileyo. Eyokuqala yala masebe ivulwe eSeattle ngo-2009 . Yabizwa ngokuba yi-15th Ave Coffee & Tea, kodwa isibhengezo esincinci kumnyango wangaphambili sasifundeka 'siphefumlelwe yi-Starbucks.' Ngo-2011, yaguqulwa buyela kwi Starbucks (eyayiyiyo kwasekuqaleni, kananjalo), kwaye yayivalwe ngokusisigxina ngo-2017.
Intyatyambo yecheri kunye nokuzaliswa kwepayi
Okwangoku, ifomula kufuneka ukuba ibe yimpumelelo ngandlela ithile - ii-Starbucks ezimbini ezivaliweyo zivulwe esixekweni. Ngo-2012, inkampani yavula enye eNew York.
Uphawu lweStarbucks Reserve sisikimu esifanayo, ukuzama ukubonelela ngamava aphezulu kubathandi bekhofi abajonga ilogo yenkampani. Omabini la malinge e-isiphelo esiphezulu kunye namasebe e-Starbucks amileyo amele-kuxhomekeke ekubeni ubuza kubani- nokuba lilinge lokuzama izimvo ezintsha kwindawo enomngcipheko ophantsi, okanye ukuzama ukukhusela nokuzama ukurhola ishishini amatyathanga kunye nokuloba abathengi ababhabhayo kwi-Starbucks brand. Nokuba yeyiphi na indlela, lumka ukuba ucinga ukuba usindile ekubambeni kweyona nto ixhaphakileyo emhlabeni yekofu- basenokuba sele benayo.
Akukho nto imenyu eyimfihlo
Facebook Inzondo yokuyaphula kuwe, abahlaseli bemenyu, kodwa oko kubizwa ngokuba 'yimenyu eyimfihlo' kwiStarbucks ayisiyonto. Ngokuqinisekileyo, kukho zonke Iiwebhusayithi zinikezelwe ukugcina umkhondo wezinto zamva nje nezona zibalaseleyo Starbucks izinto zemenyu eyimfihlo , kodwa ngenxa yokuba ubona into kwi-intanethi ayithethi ukuba iyinyani- isikhumbuzi esihle ngokubanzi, ngokwenene.
Uyonwabisa Uthethe ne-baristas malunga nokukhula kwendlela abathengi abathengisela ngayo ikhawuntari kwaye ba-odola isiselo esingaqhelekanga, nokuba kutheni ingangxaki. UBrandon, i-barista evela eMichigan, ucacisile ukuba ezi webhusayithi 'zinika isiselo igama elikhethekileyo kwaye basilele ukukhankanya ukuba akukho' imenyu iyimfihlo 'yokwenene. Ngamanye amagama, unoku-odola iCotton Candy Unicorn Dust Golden Frappuccino, kodwa I-barista yakho ngekhe ibenalo nofifi lokuba kungena ntoni kuyo. UChristine, i-barista evela eColorado, ucebisa, 'Qiniseka nje ukuba uzisa iresiphi. Kuba xa ingekho kwimenyu eyimfihlo, ngekhe sazi ukuba singayenza njani. ' Uyazi, kuba imenyu eyimfihlo ayikho ngokwenene.
Elinye icandelo lengcebiso? Musa ukuba njalo lonto Umthengi oyalela ukuba isiselo esinobunzima kakhulu 'semfihlo' ngexesha lamaxakeka emini. Iziselo ezinenguqulelo ezingama-27 zigcinwa ngcono ngamaxesha apho kungekho layini.
