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Max Romero

on 6 May 2014

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Mocha Mission
"Our mission is to inspire and nurture the human spirit - One person, one cup, one neighborhood at a time."

Cappuccino Goals
Envision a future broader than coffee

Refresh the customer experience

Revitalize the visual expression

Implement a new global strategy
Iced Values Latte
Great Work Environment
Product Excellence
Develop Customers Enthusiasm
Contribute to Community and Environment
Profitability for Success
Diversity = integration + equity + accessibility

Starbucks Case Study
Starbucks Re-Cup
Concept : Coffee Shop

Created in 1971 in Seattle
1987 : Howard Schultz took over the company

Key Figures : 61 countries, 18 000 shops, $11, 7 billions (2011)149 000 partners (employees)
Brand Identi-Tea
Logo (official Symbol)
ex : Change in 2011 for the 40th Anniversary

Cup (Iconic social symbol - Emblem of Pop-Culture)
ex : on social media - embrace lifestyle, fun, practical trendy, on the go, ...

Space ( "The Third Place" )
very welcoming, makes you want to come back, make you feel at home (Wifi, Sofa, Music,...)

( Partners-Shareholders-Customers )
Culture Milkshake
"Third Space" ( after home and work)

Employee Focus (partners)

Partner Focus Expresso
"We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard."
Chocolate Sirup Ristretto

Ethical sourcing


Global responsibility report
"Your drink is ready!"
Thank you
Full transcript