스타벅스 커피 문화 혁신

스타벅스의 창립자는 시애틀에서 소박하게 시작하여 글로벌 커피 문화를 창조하며 커피 산업에 혁명을 일으켰습니다.

### 스타벅스 스토리: 소박한 시작부터 글로벌 커피 지배까지
* ☕ 70년대 중반, 스타벅스의 창립자 하워드 슐츠는 **파이크 플레이스 매장에서 수마트라 커피**를 처음 맛본 후 회사에 대한 비전을 품게 되었습니다.
* 🌍 브루클린의 프로젝트에서 성장한 슐츠는 **다른 세상의 일부가 되고 싶다**는 열망을 품게 되었고, 결국 **1982년 스타벅스에 입사**하게 되었습니다.
* 🇮🇹 1983년 이탈리아 여행을 통해 슐츠는 활기찬 커피 문화를 접하고 **에스프레소 기반 음료**를 도입하고 스타벅스 매장에 공동체 의식을 조성하는 데 영감을 얻었습니다.
* 💰 1987년 재정적 어려움에 직면한 스타벅스의 창립자들은 **380만 달러에 회사를 인수**할 수 있는 기회를 제공했습니다.
* 🚀 슐츠의 리더십은 스타벅스를 커피 원두를 판매하는 시애틀의 작은 체인점에서 **65개국에 매장을 두고 매주 8천만 명의 고객을 확보하는 글로벌 기업**으로 탈바꿈시켰습니다.
* 🌱 슐츠는 **"모든 것은 컵에서 증명되어야 한다"**고 강조하며 품질에 대한 헌신을 바탕으로 회사의 성공을 일냈습니다.
* ☕ 초기 회의론에도 불구하고 **스타벅스는 좋은 커피의 맛에 대해 시장에 성공적으로 교육**하여 업계를 재정의하는 데 기여했습니다.
* 🎯 슐츠의 비전과 인내심은 커피 비즈니스에 혁명을 일으켰을 뿐만 아니라 **스타벅스를 글로벌 문화의 필수적인 일부**로 만들었습니다.

the incomparable goodness of coffee has now been captured in a cup before Starbucks. I think in the mid-70s, people were drinking really bad coffee. They were drinking instant coffee, Maxwell House, Yuban, and perking it at home, and it wasn't very good. Your first cup of Starbucks coffee was in the Pike Place store in 1979. 1980 was a French press of Sumatra. I think about four to five cups of coffee a day. What you see the doctors to me, it's they don't say that that's it. We just came for the baby. Thank you for your comment. Hiya, welcome. Thank you. When I came here for the first time, had never been in a Starbucks store, walked into this very store. By the way, we have changed nothing through the year. This is the original store as is, and they handed me a cup of coffee made this way. Now, this is a cup of Sumatra, which is Indonesian coffee. This is how I tasted my first cup of coffee, and I just knew from that moment on that I was home.

I never imagined that we would one day have stores in 65 countries, serving almost 80 million customers a week. Growing up in Brooklyn in the projects in the early 60s, what I would loosely describe as the other side of the tracks, provides a deep sense of understanding that there's a world out there that's very, very different than the world that is inside where we grew up. And I wanted to be part of that world. When I finished school, I got hired by a great company, and that was Xerox, and I worked there for a number of years. But I just didn't feel I belonged in a very structured environment. So I left Xerox, and I went to work for a large Swedish company that was starting a US consumer division. In a very roundabout way, they had a customer in Seattle, Washington called Starbucks. Their aspiration at the time was to expand to Portland, Oregon. I somewhat persuaded them that perhaps Starbucks' opportunity was bigger and they needed to soar like me if they understood Starbucks had three

stores in 82. But the core business was just selling pounds of ground and roasted coffee for home use. A year after I joined the company, I went to Italy for the first time. Person you can't walk through any major city or town in Italy without running into a coffee bar and seeing the sense of community and romance and theater around espresso. It just made me realize that Starbucks perhaps was not in the right part of the coffee business, but the real business and the opportunity was the integration of the beverage to creating a destination and sense of community in the store. What I experienced in Italy was something that was transferable in the U.S. Ring for the first time great coffee introduce new beverages that no one ever heard of. No one heard of a cafe latte before. I raced home to talk to the founders about the experience I had, and they rejected it. Over a period of two years, I left Starbucks to start my own chain of Italian coffee bars. At that time, Starbucks found itself in financial difficulties, and so the founder came to

me and said, I can't think of Starbucks in better hands. And it was in your hands. I realize you don't have the money. I'll give you X amount of time to try and find it. I was able to buy Starbucks in August of '87. They had six stores at the time for 3.8 million dollars. I didn't, at that point, have an understanding that coffee would one day become part of the culture, the zeitgeist, in ways that I couldn't possibly understand or predict. I think we realized early on that what we had to do is everything had to prove itself in the cup. The ability to source and roast the highest quality Arabica beans in the world gave us the platform to do things that would define and build an industry that did not exist. Many people at the time were convinced Starbucks was too strong. We had to educate the market and the customer about, know this is what coffee should taste like. And there you have it.

The Man Behind Starbucks Reveals How He Changed the World

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Bloomberg Originals

스타벅스는 1971년에 설립되어 당시 일반적으로 소비되던 저품질 커피와는 다른 새로운 커피 경험을 제공했습니다.

시애틀 파이크 플레이스에 위치한 스타벅스 1호점은 수마트라 커피를 판매하며 글로벌 커피 제국의 시작을 알렸습니다.

소박한 배경을 가진 하워드 슐츠는 다른 세상의 일부가 되고자 하는 열망에 힘입어 회사의 확장과 성공에 핵심적인 역할을 했습니다.

스타벅스가 커뮤니티 명소로 변신하기까지

스타벅스는 처음에는 가정용 커피 판매에 주력했지만 이탈리아 여행에서 커피를 중심으로 한 커뮤니티 공간을 만들자는 아이디어를 떠올렸습니다.

창업자는 이탈리아 방문을 통해 커피 바의 개념에 대한 거부감을 갖게 되었고, 스타벅스를 떠나 독자적인 체인을 시작하게 되었습니다.

이러한 변화는 스타벅스가 재정적 어려움에 직면했을 때 일어났고, 결국 커뮤니티 중심의 커피 바 개념을 통합하는 데까지 이어졌습니다.

새로운 소유주 아래서 스타벅스의 진화

스타벅스는 커피 문화의 잠재력이 완전히 실현되기 전인 1987년에 380만 달러에 인수되었습니다.

스타벅스는 아라비카 원두의 품질을 입증하고 커피의 맛에 대해 시장에 알리는 데 주력했습니다.

이러한 접근 방식은 궁극적으로 존재하지 않았던 커피 산업을 정의하고 구축했습니다.