Starbucks is celebrating 40 years of sourcing, roasting and serving the world’s highest quality coffee this month by rolling out its new in-store look focusing on the iconic Siren, and a simultaneous global launch of handcrafted and artfully made beverage and food offerings. Starbucks also introduced a company-wide commitment to community service as part of its ongoing mission to help create thriving neighbourhoods. Starbucks began its journey as a roaster and retailer of high-quality coffees in 1971 in a small retail space in Seattle’s Pike Place Market.
“Starbucks is celebrating 40 years of great coffee, but we are also honouring four decades of creating individual moments of connection among our valued customers and our store partners, and in the neighborhoods where we do business,” said Howard Schultz, chairman, president and ceo. “As we continue to connect with more customers around the world in innovative ways, our brand is also evolving to address the changing global market. Our new logo, which customers will see in stores beginning today, reflects this evolution by honoring our deep coffee heritage while allowing us to grow in exciting new ways.”
Starbucks customers around the world will begin to see the evolution of Starbucks brand via its merchandise and offerings, signaling the company’s continued growth and unique business model. Starbucks iconic white cups and promotional merchandise will now carry the new logo that celebrates the Starbucks Siren. Four store fronts across the globe will unveil the new logo: Solana store in Beijing, Avenue de l’Opera in Paris, Brompton Road in London, and Times Square in New York City. Additionally, the new Siren design will be unveiled outside of the Starbucks headquarters in Seattle.
Along with new drinks and snacks on the menu, as part of its celebration, throughout the month of April 2011, Starbucks will host a Global Month of Service to celebrate its commitment to community service.
“We live our mission and values by providing exceptional customer service inside our stores and by inviting customers to join us in community service outside our stores,” said Vivek Varma, executive vice president of Public Affairs. “Our Global Month of Service is a meaningful opportunity for Starbucks partners and customers to join together as change makers to address real needs in the communities where they live and work. We believe we can use our scale to be a catalyst for positive change.”
Starbucks will work with nonprofit organisations to organise more than 2,000 service projects around the world with a goal of reaching 200,000 hours of service performed by Starbucks partners and customers. These volunteer hours will help Starbucks reach its goal of contributing one million hours of community service per year by 2015.
– IndiaRetailing Bureau