Starbucks is often considered a symbol of American culture; its logo is also said to represent the allure and mystique of coffee. Having branched out into many other countries, everyone—whether they reside in England, Thailand, or South Korea—is eager to be the first to consume the newest seasonal drink.
In the 16th and 17th centuries, England began colonizing the Americas. Though several nations such as France and Spain were also heavily involved in the colonization of the Americas, British presence ultimately prevailed. And with the British settlers came coffee culture.
After the U.S. gained independence, the ensuing movement westward and the development of the infrastructure boosted the economy. However, putting the work required to build up America required labor—long, tiring labor. As a result, workers often had long working hours. While this was crucial to the U.S.’s industrial stabilization after the Industrial Revolution and the Civil War, the lack of labor laws and rights meant that long working hours were the norm, causing constant exhaustion. Naturally, as coffee was the cure, America became addicted to the caffeinated drink. Unfortunately, for a long time, the subpar quality of their coffee beans meant that the taste left much to be desired.
If they were going to drink coffee, why not the tasty kind? With this thought in mind, specialty coffeehouses like Starbucks began to open; though, it should be noted that Starbucks in particular was a latecomer to the business and that these cafes were often quite expensive. Despite its late establishment, Starbucks stood out because of its ingenious strategy of offering various levels of quality in coffee. Likewise, other countries like Japan had developed their own styles of coffee.
After its success in America, Starbucks continued its streak of profit—despite its initial struggles—due to localization schemes. For instance, when Starbucks moved overseas to Japan, it was initially—though it may not sound believable—unpopular. After all, American coffee suited Americans’ taste, not the Japanese people’s; it was so unpopular that Starbucks almost failed. To ensure the success of Starbucks in Japan, they would need to make coffee specifically suited for it. Partnering up with Sazaby League, an established retailer native to Japan, Starbucks adapted its menu and marketing strategies to better cater to the Japanese market.
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