1/ In 2003, Starbucks accomplished something that few companies ever do: It became a Fortune 500 company—a phenomenal achievement for a company that went public only 12 years earlier.
2/ We changed the way people live their lives, what they do when they get up in the morning, how they reward themselves, and where they meet. That’s more important to me than just building a company.
3/ What is the secret of Starbucks’ phenomenal success? According to Howard Schultz, chairman and CEO of Starbucks Corporation, the company’s success is due to the experience created within the stores as well as the unsurpassed quality of the coffee.
4/ Schultz also attributes his company’s success to the thousands of employees working worldwide. Starbucks’ employee training program churns out “baristas” by educating 300 to 400 new hires per month in classes such as “Brewing the Perfect Cup at Home” and “Coffee Knowledge.”
5/ The Starbucks success story is continuing into the 21st century as the company is quickly expanding into Europe and Asia.

This list offers you some idea about your cognitions concerning the coffee shop chain.
- When the company started its massive expansion in the early 1990s, the United States had about 200 coffeehouses. In 2003 there were over 14,000 coffeehouses, the majority of them not Starbucks but mom-and-pops that bloomed after the dawn of the $3 cup of coffee.
- Continued expansion and visibility have been created domestically as Starbucks has formed partnerships with companies such as United Airlines and Barnes & Noble Booksellers, both of which draw from the same type of knowledgeable