Starbucks’ Journey

Vol 28, Issue 05, 10th October 2025

Do you dream of having your own business? Do you have a great business idea but feel afraid of the future? Do you often think, “What if people don’t like my business?” or “What if I lose in the competition?”
Many businesses have faced similar challenges, and we can learn a lot from their journeys. Today, I want to tell you the story of a famous and familiar brand, Starbucks, an American coffeehouse chain.

Here in Finland, there are only a few Starbucks cafés, but almost everyone knows the brand, has heard about it, or has even tried it. When we think of Starbucks, it’s often more than just a cup of coffee. We imagine a cozy place with a green theme, soft music, a friendly atmosphere, and a barista calling our name.
Maybe this is the secret of Starbucks’s success. Let’s take a look at its story.

Starbucks became famous thanks to HowardSchultz, whose goal was to introduce the European-style coffeehouse to America. He believed that people needed a place between work and home, a “third place”  where they could drink coffee and relax. This powerful idea quickly made Starbucks popular. By the early 2000s, Starbucks had opened thousands of stores around the world. They were crowded and successful, but with more customers came fewer personal and emotional connections.

By 2008, Starbucks faced serious competition from other coffee chains and lost about 80% of its value.
This is the moment many entrepreneurs fear, the stage when everything seems to fall apart, and giving up feels like the only option. But HowardSchultz didn’t quit.

In 2008, he returned to bring the soul back to Starbucks. He made bold decisions: closing underperforming stores, retraining employees, and rebuilding quality while focusing again on emotional connection with customers. It may sound strange, but Starbucks even closed all its U.S. stores for three hours to teach baristas how to deliver a better experience to their customers.

After this turning point, the company focused on innovation. Starbucks introduced new store formats such as Starbucks Reserve Roasteries, large, luxurious spaces that celebrate the art of coffee making. It also expanded its menu with healthier food and breakfast options.

However, its most powerful move was embracing technology to stay relevant in a changing world. Starbucks launched the RewardsApp, which allows customers to order ahead, pay easily, and collect rewards. This helped create a more personalized and convenient experience. During the COVID-19 pandemic, Starbucks adapted quickly by introducing online ordering, home delivery, and pick-up points.

Today, Starbucks stands as the world’s leading coffeehouse brand, not only because of its products, but because of the right decisions Schultz made during difficult times. Starbucks’s success comes from deeply understanding its customers and staying true to its core values.

Starbucks offers an inspiring lesson: real brand power comes from consistency, authenticity, and emotional connection. The Starbucks Experience reminds us that even in a fast-changing global market, people still value warmth, belonging, and a personal touch, one extraordinary cup at a time.