Hot drinks are recommended to be drunk directly from the mouth of the cup. Starbucks does not recommend drinking hot drinks through straws, because drinking hot drinks through straws will directly burn your throat. Another particularly important reason is that coffee brewed with milk, such as cappuccino, can't be drunk with a straw, and there is no way to experience the unique experience brought by milk foam. So are mocha and caramel macchiato.

Starbucks is the name of an American coffee chain company. Founded in 197 1, it is the largest coffee chain in the world, headquartered in Seattle, Washington, USA. Starbucks' retail products include more than 30 kinds of world-class coffee beans, hand-made espresso and various coffee hot and cold drinks, fresh and delicious cakes, as well as various coffee machines, coffee cups and other commodities. Starbucks has nearly 2 1300 branches all over North America, South America, Europe, the Middle East and the Pacific.

First, corporate culture

Starbucks

Meaning source 1:

Latte is the latte in Starbucks, which actually means "milk" in Italian.

The source of meaning 2:

Starbucks got its name from Moby Dick's first mate who likes to drink coffee.

In the early 1970s, Starbucks sold coffee beans and spices. The name Starbucks really bothers its elders (three). Gordon Bowker and his creative partner Terry Heckler discussed the name of the store. He actually wants to use the name "Pequod", which comes from the ship Mobidick.

Terry Heck disagrees with this view. What he wants is a unique name related to the northwest of the United States. He chose the name of the miners' gathering place near Mount Rainier. After discussion, Gerald Baldwin reconnected this name with his favorite Moby Dick. Starbucks was the first first mate on the Pequod who liked coffee.

Howard schultz said in the book that the name is reminiscent of the adventure story at sea and the tradition of coffee merchants traveling around the world in search of good coffee beans in early years, which is somewhat like drinking water.

Second, the brand positioning:

The name "Starbucks" comes from an extremely cool and charming first mate in the novel Moby Dick by American writer Melville. His hobby is drinking coffee. Melville has a high position in the history of American and world literature, but Melville's readers are not many, mainly people with good education and high cultural taste. It is impossible for people without a certain education to understand Mobidick, let alone Starbucks. From the brand name of Starbucks, we can clearly define the positioning of its target market: not ordinary people, but a group of urban white-collar workers who pay attention to enjoyment and leisure, advocate knowledge and respect people-oriented, and are rich in petty bourgeoisie.

Third, brand awareness:

Starbucks' green logo is a two-tailed Poseidon image that looks like a mermaid. This logo was designed by Terry Hechler, a young Seattle designer, in 197 1, and he was inspired by the medieval woodcut Poseidon. The mermaid image on the logo also conveys the dual meanings of primitive and modern: her face is simple, but it is packaged into a modern abstract form, with black and white in the middle and only a circle of colors around the outside. When Starbucks created this logo twenty years ago, there was only one coffee shop. Nowadays, the beautiful "Green Mermaid" has become a symbol of American culture together with McDonald's "M".

Baidu encyclopedia-Starbucks