I. The story
The history of the coffee history of Starbucks started in Seattle in 1971, when three friends who have apassion for the fresh coffee, Jerry Baldwin, Zev Siegl and Gordons Bowker, opened a small shop and started to sell coffee beans and coffee machines. The name Starbucks comes from the Novell “MobyDick” by Herman Melville where there is a character named Starbo. The logo is a crowned siren.
In 1980 Zev Siegl leaves the company. At this time Starbucks was the largest coffee shop in Washingtonwith six outlets for the retail sales. In 1982 the history of Starbucks was changed for ever where Baldwin engaged Schultz like the new head of marketing and send him in Milan in 1983. He visits thefamous coffees with espresso of Milan. Impressed by their popularity and their refinement, it foresees the potential of this kind of coffee in Seattle.
However, its idea had not been received byBaldwin because he does not want to diversify from coffee beans too much. But it let it try the experiment in the shape of a bar with espresso in a corner of a shop. It is right! Seattle discovers thecoffee latte and the mocha, and the passion of the coffee is spread like a powder trail in all the city. But the owners continue to refuse this concept.
Schultz then decides to open its own company, Ilgiornale in which the founders of Starbucks invest. The first bar opens in 1985 in Seattle reproducing the atmosphere of one coffee to Italian. In 1986, Schultz repurchases the Starbucks company, andStarbucks corporation is born officially in 1987. The stores are then reorganized to sell coffee out of drink and grains. The logo remains the siren but becomes green like that of Il Giornale