Chances are you’ve enjoyed a cup of coffee from Starbucks. Since the opening of the first Starbucks in 1971 as a vendor of high-quality coffee beans and brewing equipment, the company has expanded to become the most popular coffeehouse chain in the world. Its 14,000 stores in 43 countries sell coffee beverages, beans, teas, brewing equipment, pastries, and more. How did this happen?
Starbucks Chairman Howard Schultz took over the company in 1987. He recognized an untapped market in busy individuals in urban areas who could afford fine coffees. In 1995, Schultz hired Anna Niess and Will Chassaing to redesign his booming chain. In addition to laying the groundwork for Starbucks’ well-known symbols and distinctive style, they created a program that led to opening one store per day throughout the 1990s.
One thing that makes Starbucks so popular is the company’s vision of their stores as a “third place” to spend time in addition to work and home. It’s a cozy environment that serves as a meeting place. This attracts a loyal following of customers that come not only to drink coffee, but to relax, work, socialize, and attend cultural events.
Schultz still sees a great deal of potential for his company. Starbucks plans to have 40,000 stores worldwide with 20,000 in the US and Canada. The company is now a household name around the world.
Howard Schultz is the perfect example of a person living the American dream. After growing up in public housing, he received a football scholarship to Northern Michigan University. This allowed him to become the first in his family to graduate from college in 1975.
Schultz first experienced Starbucks as a salesman for Swedish drip coffeemakers on a trip to visit the Seattle company that had been buying his products. A year later, he joined the company. Conflict arose when Schultz recommended Starbucks sell brewed coffee in addition to beans and equipment. The owners disagreed, and in 1985, Schultz went on to start his own coffee shop, II Giornale. In 1987, the original Starbucks owners sold their company to Schultz, and refocused their attention on selling coffee beans and teas.
Schultz promoted an aggressive expansion of Starbucks throughout the US and Canada. When Starbucks began selling stock shares in 1992, he had already grown the chain to 165 stores. Throughout the expansion of Starbucks, Schultz has held strong principles of social responsibility. Starbucks takes good care of its employees with health insurance, stock options (认股权), and stable hours. In fact, under Schultz, Starbucks has been consistently ranked one of the best places to work in the US and UK.
Commitments to environmentalism, fair pay for coffee bean growers, and a positive contribution to society contribute to Schultz’s reputation as a truly ethical (道德的) businessman. That means with Schultz in charge of Starbucks, you can enjoy your coffee with a clear conscience.
Which of the following statements is NOT true?
Starbucks sells coffee beverages, beans, teas, brewing equipment, pastries and more.
The original Starbucks owners focused their attention on selling coffee beans and brewing equipment until 1987.
Starbucks has been the best place to work in the US and UK.
It was Anna Niess and Will Chassaing who redesigned Starbucks’s well- known symbols and style.
1.What makes Starbucks so popular?
A.Starbucks’ care for its employees.
B.Starbucks’ Chairman Howard Schultz.
C.Starbucks’ expansion around the world
D.Starbucks’ cozy environment
2.Which of the following is the correct order of the events?
a．Schultz started his own coffee shop.
b.  Schultz recommended Starbucks sell brewed coffee.
c.  Schultz bought Starbucks.
d.  Schultz grew the chain to 165 stores.
A. b, c, a, d                  B. b, a, c, d                  C. b, c, d, a                  D. b, a, d, c
3.What helps Schultz to earn a reputation as a truly ethical businessman?
A.His being the first to graduate in his family.
B.The fast expansion of Starbucks.
C.His strong principles of social responsibility.
D.His being the perfect example of a person living the American dream.