Starbucks opened its first store in 1971 in Seattle's Pike Place Market. It now has over 23,000 stores worldwide. The company has strong values like creating warmth and belonging. Starbucks also has heroes like veterans it hires and employees embracing more freedom with dress codes. Rituals unify partners with training and black aprons for coffee masters. Networks like Coffee Passport and Partner Hub strengthen the culture.

1. STARBUCKS
By: Connor Corrigan

2. BACKGROUND OF STARBUCKS
 First opened in 1971
 A single store in Seattle’s Pike Place Market
 There are currently more than 23,000 Starbucks
located worldwide.
 In 2014, there were 11,563 stores located in just
the United States
 Starbucks based the name of the company after
the chief mate in the book Moby Dick.

3. BACKGROUND OF STARBUCKS
 Serving hot and cold beverages, Starbucks
offers quite the menu selection.
 Whole bean coffee, espresso, full and loose-
leaf teas, Evolution Fresh juices and
Frappuccino beverages are not the only
things available though.
 An assortment of pastries and snacks are
also available for purchase in stores.

4. ARTICLE OVERVIEW
 Starbucks has announces that it is giving
baristas more control of their personal style.
 The new dress code goes beyond the
traditional requirement that all clothes be
black, white and khaki.

5. ARTICLE OVERVIEW
 Effective immediately, a range of shirt colors
beyond solid black and white are welcome,
including gray, navy, dark denim and brown,
including patterns. Shorts, skirts, dresses and
pants, including dark-wash jeans, are all part of
the Starbucks wardrobe, and partners are
invited to make a statement with hair color, so
long as coloring is permanent or semi-
permanent, in keeping with food-safety
standards.”

6. ARTICLE OVERVIEW
 “To cap the look off, beanies, fedoras, and
other suitable hats are welcome.”
 They just HAT to throw that hat pun in there
didn’t they.

7. STARBUCKS CULTURAL CONCEPTS IN RELATION
TO DEAL AND KENNEDY’S “STRONG CULTURES”
 In the book, Deal and Kennedy argue
“Business success can be enhanced through
the development of a ‘Strong Culture’. If an
organization has the components of a strong
culture, it will be a better place for individuals
to work and will improve the individual and
organizational performance.”

8. FOUR KEY COMPONENTS OF STRONG CULTURE
 The Four Key Components (Chapter 4, page
72)
 ”Values are the beliefs and visions that members
hold for an organization.”
 “Heroes are the individuals who come to exemplify
an organization’s values.”
 Rites and rituals are the ceremonies through which
an organization celebrates its values.”
 The cultural network is the communication system
through which cultural values are instituted and
reinforced.”

9. CONCEPT- VALUES
 Starbucks is no different from any great
company and possesses a set of core values
that appropriately represent the company
and that the employees should live by.

10. CONCEPT- VALUES CONTINUED
 “Creating a culture of warmth and belonging, where everyone is welcome.”
 A warm environment for employees and customers alike is essential.
 “Acting with courage, challenging the status quo.”
 Not being afraid to stand out and speak your mind to produce a creative environment.
 “Being present, connecting with transparency, dignity and respect.”
 Everyone is just a person and the more you treat people the way you would want to
be treated, the healthier the environment will become.


11. CONCEPT- VALUES CONTINUED
 “Delivering our very best in all we do, holding ourselves accountable for
results.”
 This value is fantastic and very important because it emphasizes the
fact that we are all human and make mistakes. Adding the part of
self-accountability makes this value that much better.
 “We are performance driven, through the lens of humanity.”
 Performing through the lens of humanity infers adaptation. They are
keeping updated with society’s culture and making changes
appropriately in regards to that.

12. CONCEPT- HEROES
 Starbucks took the initiative in 2013 to hire at
least 10,000 Veterans and military spouses
by the end of 2018.
 As American’s we already see these men
and women as heroes but they are not the
only heroes in the Starbucks community.
The heroes are also the men and women
taking the initiative in hiring these veterans
and military spouses.

13. CONCEPT- HEROES CONTINUED
 The men and women taking full advantage of
the new employee dress code at Starbucks are
also heroes.
 By taking advantage of the new relaxed dress
code, employees:
 Show creativity and individuality
 Have more control over what they work in.
 Can be happier knowing that they have more
freedom to express themselves and adapt their
uniform to fit their chosen style.

14. CONCEPT- RITES AND RITUALS
 Partners, not Employees.
 Every Starbucks employee is required to know
the Starbucks brand Value: "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."

15. CONCEPT- RITES AND RITUALS CONTINUED
 Starbucks employees all receive aprons with
their name embroidered on it after working at
Starbucks for 3 months.
 This gives the employees incentive to stay and a
sense of membership and belonging upon receiving
the personalized apron.
A black apron is awarded to those who possess great
knowledge of coffee and devote great time and effort
into learning everything there is to know about it.
Wearers of this black apron are called a Starbucks
Coffee Master.

16. CONCEPT- CULTURAL NETWORK
 Coffee Passport:
 This allows partners to explore the different kinds of
coffee and the best pairings to go with them.
 This allows employees to connect with customers if
the customer ever needs suggestions or information
regarding the menu. This face to face connection
between the partner and the customer is exactly
what Starbucks wants because it is creating a
relationship between the partner and the customer.

17. CONCEPT- CULTURAL NETWORK CONTINUED
 Partner Hub:
 The Partner Hub is a social media website that
allows all Starbucks employees to connect with
each other, view all the latest news regarding to
or applicable to the company, and discuss issues
the company may have.

18. CULTURE OF STARBUCKS
 “At the heart of our business, we seek to inspire and
nurture the human spirit - understanding that each person
brings a distinct life experience to the table. Our partners
are diverse not only in gender, race, ethnicity, sexual
orientation, disability, religion and age, but also in cultural
backgrounds, life experiences, thoughts and ideas.
Embracing diversity only enhances our work culture, it
also drives our business success. It is the inclusion of
these diverse experiences and perspectives that create a
culture of empowerment, one that fosters innovation,
economic growth and new ideas.”

19. CULTURE OF STARBUCKS CONTINUED
 Starbucks is one of those companies that is
not centered around profits. Starbucks takes
the initiative and gives its partners something
to strive for while giving them the freedom to
do so in a manner that they find comfortable.
Starbucks does not only teach its partners to
connect with the customers, but also gives
them the tools to grow within the company.

20. QUESTIONS
 How has the new change of the dress code
affected employee moral? How have the
employees reacted to having more freedom
when it comes to uniforms?
 Is there anything else in the works that will
boost employee moral and strengthen the
framework of Starbucks?
 Will Starbucks exceed its current goal to hire at
least 10,000 veterans and military spouses by
2018?

21. WORKS CITED
 Ferguson, Edward. "Starbucks Coffee Company's
Organizational Culture." Panmore Institute. Panmore
Institute, 13 Sept. 2015. Web. 10 Oct. 2016.
 "Company Information." Starbucks Coffee Company.
Starbucks Coffee, n.d. Web. 10 Oct. 2016.
 Kell, John. "New Starbucks Dress Code Welcomes
Personal Expression." Starbucks Newsroom. N.p., 03 Aug.
2016. Web. 10 Oct. 2016.
 "Diversity and Inclusion." Starbucks Coffee Company.
Starbucks Coffee, n.d. Web. 10 Oct. 2016.