Finding

The Starbucks Story Our story began in 1971. Back then we were a roaster and
retailer of whole bean and ground coffee, tea and spices with a single store in
Seattles Pike Place Market.
Today, we are privileged to connect with millions of customers every day with
exceptional products and more than 20,000 retail stores in 65 countries.
Our Products Starbucks offers a range of exceptional products that customers
enjoy in our stores, at home, and on the go.
Coffee: More than 30 blends and single-origin premium coffees. Handcrafted
Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino
coffee and non- coffee blended beverages, Starbucks Refreshers, smoothies
and teas. Merchandise: Coffee- and tea-brewing equipment, Verismo System
by Starbucks, mugs and accessories, packaged goods, music, books and gifts.
Fresh Food: Baked pastries, sandwiches, salads, salad and grain bowls, oatmeal,
yogurt parfaits and fruit cups. Consumer Products
In this report I would like to focus specifically on how Starbucks promot
es this lifestyle through the design of their logo, the The Way I See It
quoteswhich are featured on the back of their cupsand how Starbuc
ks fits in with the postmodernist identities of its clientele.
Introduction
Starbucks uses a combination of the visual and textual to convey the lifestyle it
wishes to project
onto its customers. The fact that it doesnt use a lot of obvious advertisements, i
n print or on TV, is
significant because it allows Starbucks to sneak up on those of us who identify as
Starbucks people.
In
our postmodern, globalized society we are increasingly loyal to brands. We use t
hem to
composite our own identities and advertise ourselves to the world. In the same w
ay that the books we read, the music we listen to, and the art we love says some
thing about who we are, so do the
brands we wear, drink, and utilize.
Analysis
1)Large corporations like Starbucks have been the reason for our globalized alie
nation, but at the
same time, Starbucks in particular has become a place for relief, and interaction
with others.
2)Logos act as a quick outlet to convey a lot of information about the kind of pro
ducts a certain company is trying to sell, and help corporations create an identity
for themselves. Starbucks has been very successful, in part because of the succe
ss of its logo design.
At the most basic level the green is symbolic of nature. Coffee beans are green b
efore they are
roasted. The green helps to connect Starbucks to the growing regions of the worl

d that make
their business possible (Dickinson, 13). In his essay Joes Rhetoric, Finding Authe
nticity at Starbucks, Greg Dickinson examines the Starbucks green on a deeper l
evel. He argues that while the greendoes help to tie Starbucks to the exotic co
ffee growing regions of the world, and by so doing make its customers feel as if t
hey are getting a very natural exotic product.
The Way I See It:
A couple of years ago Starbucks started putting quotes on the back of their cups
entitled The Way I See It. These quotes are offered up by writers, CEOs, enviro
nmentalists, nobodies and many other varieties of Starbucks people.
After reading, analyzing and categorizing about 60 The Way I See It quotes that
are displayed on
their website, I have noticed that there is a certain air of intellectuality and progr
essiveness about
each one they chose to use. It is in this way that Starbucks is marketing a lifestyl
e to professional,
college educated, politically moderate to liberal individuals.
Starbucks has done a really good job of creating a relationship with their custom
ers that is unique and personable, where frequent customers can feel like they ar
e part of the in crowd. One of the main ways Starbucks creates this crowd of Star
bucks people is through language. The Starbucks lingo is a huge part of the Starb
ucks lifestyle and the Starbucks experience. If a person goes into Starbucks and t
hey dont understand what a macchiato is, or how to pronounce viente, or the di
fferent kinds of milk available, they are not part of the in crowd. But the baristas
are helpful in this department, so after a couple visits, that person should be on t
heir way to being a Starbucks person.
We are living in a culture that is removed from nature, but many people still crav
e some kind of connection with what is natural.

Conclusion
The influence Starbucks has had as a global corporate identity is due to the fact
that they sell
more than just coffee; they sell a lifestyle. This lifestyle is projected onto their cu
stomers subtly
by means of their logo design and the rhetoric they use, specifically that of their
The Way I See
It quotes. Postmodern individuals need relief from the digitalized, globalized, ho
mogenized
reality in which they live, and although Starbucks has played a part in the creatio
n of this
reality it also offers relief from it. By promoting a lifestyle of intellectuality, activis
m, and

innovation, Starbucks gives likeminded people a place to hear what they want to
hear about
the world they live in. This research is important to people in my field because it
helps to show
why rhetoric, both visual and textual, is so crucial for Professional Writers. The re
search I have
conducted shows how the many choices Starbucks has made over the years to pr
omote itself
have been successful, and how its brand identity transcends the coffee it sells. T
he publishing
industry also has to focus on selling a product: print media. Despite the differenc
e in the
product being sold, we can use the success story of Starbucks as Professional Wri
ters, editors
and publishers to create visual and textual rhetoric that suits our purposes and g
ets the right
message across to consumers.

While many mobile payment apps like Google Wallet have struggled to gain traction with
consumers, the Starbucks mobile payments app stands out as a success.
At 6 million average weekly transactions in the U.S., it now accounts for a full 15% of
transactions made at the U.S. Starbucks-operated stores.
In a new research note from BI Intelligence we take a deep dive into how the Starbucks app
works, why it's so popular and whether other retailers could have success with a similar
mobile payment model.
Access The Full Report And Data By Signing Up For A Free Trial Today >>
Here are some of the key takeaways from the note.

A billion-dollar volume driver: The Starbucks app is on track to process over $1.5
billion in payment volume in the U.S. in 2014, according to our estimates. In the
second quarter it accounted for 15% of the transactions in U.S. company-operated
stores, averaging 6 million transactions per week.

Customer loyalty to Starbucks plays a role: Starbucks stores are everywhere, coffee
is purchased habitually, the app incentivizes regular purchases through its rewards-

loyalty program, and the app works on the majority of smartphones. The app's success
is not due to the ease of payment with a phone. So it has succeeded despite the fact
that it is not more convenient than credit or debit cards or cash.

Opportunities for growth: There are a number of features that could help
reinvigorate growth including order-ahead capability and beacon-powered alerts and
offers.

Other retailers could emulate Starbucks' success: These retailers include quick
service restaurants, gas stations, grocery stores, and pharmacies. Starbucks has said it
is in talks to license the app's technology as a white label solution.

In full, the research note:

Gives a detailed walk-through of the Starbucks app.

Explains how the features of the app and Starbucks' business as a whole have
contributed to the apps success.

Analyses whether slowing growth in mobile transactions is a problem and what

Starbucks can do to reignite it.

Identifies why four types of retailers could emulate Starbucks' success with their own
mobile payment apps.

Read
more:
9#ixzz3IeBp4Sgv

http://www.businessinsider.com/starbucks-mobile-payments-app-2014-

Why Is The Starbucks Mobile Payments App So Successful?

No single competency is enabling us to elevate the Starbucks SBUX +0.46% brand more
than our global leadership in mobile, digital, and loyalty. Starbucks is a clear leader in
mobile payments and we are encouraged by how consumers have embraced mobile apps
as a way to pay.- Howard Schultz, 2013
I think Howard says it all:

Mobile Payments Convenience

Automatic Loyalty Rewards

Over Four Million Mobile Wallet Payments Per Week

While most of the world was getting ready for Halloween celebrations in late October 2013,
Starbuck announced that now 11% of sales volume comes through its own mobile wallet [1].
This is just a staggering amount of transactions for a single retailer, about four million mobile
payments per week, and eight million consumers are using mobile apps to pay. Howard had
some of the most strongest words I have heard supporting mobile payments by a retailer.
The Courage To Innovate With Simple Technology
On a nice spring day early in 2009, Starbucks launched its mobile card app in 16 stores. It was
so successful it rapidly expanded the program nationwide by allowing consumers to pay by letting
patrons display a barcode to be scanned at the point of sale. This was the genius work of
Benjamin Vigier and his team. Benjamin now heads up retail payments for Apple AAPL
+0.29% and we will likely see the results of his 3+ years of work at Apple very soon.
Benjamin took the very simple 2D barcode and inverted the use case that most companies were
using. By allowing the register to scan the 2D barcode rather then the user scan a 2D barcode.
This was a maverick move at the time as most technologists were laughing at the 2D barcode
and the way it was used.

Benjamin built this systems years before there was a Square wallet, Clinkle, PayPal Wallet or just
about any other system. It is successful for so many reasons that would take a book to cover.
It took great courage for Starbucks to take a trail blazing roll to innovate. The company did not,
and still does not primarily use the services of an outside company and there is a huge lesson to
be learned here. Read on for some clues.

Brilliantly Simple
Benjamin shifted the technology stack on the side of the POS system and a 2D barcode reader.
This allowed for the technology of the Starbucks wallet to only need to faithfully display a custom
2D barcode. It was brilliantly simple and elegant. At the time, many startups wanted to reinvent
the wheel and require all aspects of the technology a business is using to change. Benjamin
made the new program fit existing POS found at every Starbucks.

One Loyalty Size Fits All?

Starbucks had one of the most successful retail loyalty programs in the US. This did not take
place overnight. The company worked diligently for decades to perfect this program. There were
countless empirical tests and studies that crafted the program. Although it looks very simple the
exact same system could not work at a vast majority of retailers. And this is the problem with
most generic punch card loyalty systems and even advanced points based loyalty systems.
They are sold as a one size fits all program, and they do not.
Said To Me By A Payment Startup Founder: I have a punch card for a coffee place in my
sock drawer at home
It has always been fascinating to me to observe some of the most brilliant payment startups
construct a loyalty program based on just a guess of what retailers are looking for. I have
worked with hundreds of startups over the last 8 years and 99% of the time the people building
loyalty programs have either not used any program before or have an old punch card in the sock
drawer at home. The point they thought they were making was how inefficient loyalty cards are.
This is the start of the flawed thinking of why these programs fail. It is just very hard to get
used to seeing fellow technologists build things based on completely flawed reasoning.

The builders of the Starbucks wallet used loyalty cards, perhaps for decades, but they also
empirically studied these systems in live retail environments. This aspect is overlooked by some
of the most informed experts.
This Secret Has To Be Told
Starbucks also was a very early user of gift cards. The original reason Starbucks deployed these
cards was to allow consumers to purchase the gift cards as, well gifts to friends. It turned out that
empirical research showed that within the first year 75% of the cards were being used by the
original purchaser. This very large by still rather secret fact informed the logical development of a
mobile wallet. This was not a technological dream but a progression from empirical, Practical and
Pragmatic research. I credit this to one of the foundational reasons for the spectacular success.
Thus the success of the Starbucks wallet can be expressed in this manner:
Existing successful loyalty program +
Existing success gift card program +
Simple 2D barcode on consumer device +
Sophisticated 2D barcode scanner on POS +
Perfect cloud merchant integration +
Simple to use consumer app

Store Design
Sustainable design and build methodologies are part of
our DNA.
We believe a coffeehouse should be a place to find connection. We believe it should fit
seamlessly within its neighbourhood. And we believe its environmental impact should be as
minimal as possible.
Our store designs are rooted in our coffee heritage, and in our Starbucks Shared Planet
community involvement and environmental stewardship goals. So our designs reflect the
character of a stores surrounding neighbourhood and help reduce environmental impacts.
As our stores are built and renovated, we will source materials and employ craftsmen on a local
basis and incorporate reused and recycled elements where possible. To guide our efforts, were
using the US Green Building Councils LEED certification programme as a benchmark for
success. (LEED is short for Leadership in Energy and Environmental Design.)
We aim to achieve LEED certification globally for all new, company-owned stores beginning in
late 2010.
Each new and renovated store uses one of four design concepts. We invite you to explore them:

Heritage coffeehouses reflect the mercantile roots of our first store in Seattles historic
Pike Place Market with worn wood, stained concrete or tiled floors, metal stools and
factory-inspired lighting. Large community tables, club chairs and wooden blinds evoke a
turn-of-the-last-century feeling.

Artisan stores echo the industrial past of urban markets, taking inspiration from the
Modernism of the 1930s. This motif celebrates simple materials like exposed steel
beams, masonry walls, factory casement glass and hand-polished woodwork in a
creative gathering place for culture and the arts.

Regional Modern embodies a trend-setting style that is comfortable and welcoming. We

use bright, loft-like, light-filled spaces punctuated with regionally inspired furniture and
culturally relevant fabrics to create a calm and contemporary respite from the clamour of
the fast-paced world.

Concept stores are unique environments created by our designers to explore innovations
within the coffeehouse. We call them our design sandboxes. That sense of exploration

is extended to everyone who visits, through daily coffee and tea cuppings, artistic events
and community gatherings.

Our Stores
1.

7th & H - Washington, DC - Heritage

2.

Bellevue Square Bellevue, Wash. Regional Modern

3.

Palace Hotel - Madrid, Spain - Heritage

4.

1st and Pike - Seattle, Wash - Heritage

5.

Conduit Street - London, England - Regional Modern

6.

Disney Village - Paris, France - Artisan

7.

University Village - Seattle, Wash - Artisan

8.

15th Ave Coffee & Tea - Seattle, Wash - Concept

9.

Roy St Coffee & Tea - Seattle, Wash - Concept

Starbucks iPhone App

Put Starbucks in your hand.

The official iPhone application from Starbucks has been completely redesigned, bringing you an
improved interface, a more personal dashboard experience and other great features.
Pay by mobile app. The Starbucks app keeps you connected to your card, so you can just scan to pay
while earning Stars in the My Starbucks Rewards program.
With Starbucks app for iPhone, you can manage your My Starbucks Rewards account, top-up your
Card , view your transaction history and transfer balances between cards. Theres also an easy-tonavigate store locator which lets you search by amenities and get directions ensuring you always
know where to find your nearest store.

Whats New in Version 3.0

Dashboard: See your rewards level, available rewards and most-recent transaction.

Shake-to-Pay: For added convenience, simply shake your device to display your favorite
Starbucks Card.

Share Rewards Milestones: Reached Gold Level? Spread the word on Facebook and Twitter.

Integrated History: View your entire account historyincluding purchases made, Stars
earned and rewards redeemedin a single feed.

Download the Starbucks App for iPhone and iPod Touch now - free from the App Store. It works on
these devices: iPhone 5s, iPhone 5c, iPhone 5, iPhone 4s, iPhone 4, iPhone 3GS, iPhone 3G, iPod
touch.
If you already have the Starbucks App and would like to add the new features, you can download an
update from the App store.