SWOT ANALYSIS COFFEE BEAN AND TEA LEAF STRENGTH Recruitment, training and recognition program The Coffee Bean & Tea Leaf has established a regional office in Singapore to provide training and recruitment support for the region. The previous owner provides no assistance in recruitment of key managers. They were recruited with the assistance of a local consultant. Then each outlet of The Coffee Bean & Tea Leaf can lead and control by the manager who is suitable enough and have knowledge and experience about the region. Then they always have the greatest ability to find suitable adaptable strategies. In additional, special training is provided to staff to be more forward in greeting and helping the customers. The Coffee Bean & Tea Leaf has managed to maintain several traditions as secrets of their success, one of which is having their Team Members provide each customer with a Total Quality Experience inspired from the company’s Core Values, F.R.O.T.H: Friendly, Respect, Ownership, Teamwork and Honesty. When The Coffee Bean & Tea Leaf (The Coffee Bean) stores open their doors, they aren’t just opening them to customers—they are opening them to new Team Members, too.
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SWOT ANALYSIS COFFEE BEAN AND TEA LEAF
STRENGTH
Recruitment, training and recognition program
The Coffee Bean & Tea Leaf has established a regional office in Singapore to
provide training and recruitment support for the region. The previous owner
provides no assistance in recruitment of key managers. They were recruited with the
assistance of a local consultant.
Then each outlet of The Coffee Bean & Tea Leaf can lead and control by the
manager who is suitable enough and have knowledge and experience about the
region. Then they always have the greatest ability to find suitable adaptable
strategies. In additional, special training is provided to staff to be more forward in
greeting and helping the customers.
The Coffee Bean & Tea Leaf has managed to maintain several traditions as secrets of
their success, one of which is having their Team Members provide each customer
with a Total Quality Experience inspired from the company’s Core Values,
F.R.O.T.H: Friendly, Respect, Ownership, Teamwork and Honesty. When The
Coffee Bean & Tea Leaf (The Coffee Bean) stores open their doors, they aren’t just
opening them to customers—they are opening them to new Team Members, too.
Company’s marketing strategy
All the stores of The Coffee Bean and Tea Leaf were located at high traffic, high
visible locations in each Asian market. That the market entry strategies have found to
be used by The Coffee Bean and Tea Leaf in managing their foreign franchisees
when expanding into Asia include master franchising and company owned-stores.
The marketing approach is essential to gain a competitive advantage for The Coffee
Bean & Tea Leaf in the foreign market. The construct included market entry, site
location, and market positioning. The reason for The Coffee Bean & Tea Leaf to
choose master franchise as its form of franchising is because of that the master
franchising was the most popular mode of entry into distant and cultural dissimilar
market such as Asia.
The Coffee Bean & Tea Leaf found that the sale of a master franchise as a quick “off
the peg” method of establishing a franchise operation has often encountered
problems related to differences in the social, economical and cultural environment of
the two countries which have necessitated substantial adaptations and modifications
to the original product, systems and marketing.
Instead of sub-franchising the units, the master franchisees prefer to own and run the
entire unit. When the CEO of The Coffee Bean & Tea Leaf was asked why, he said:
“The reason is attributed largely to be limited size of the marketplace as the products
are targeted at specific niche rather than the general public…coupled with the high
cost of rent, franchisees will not to be financially viable if the ownership is limited to
one or two stores.” It entered Singapore, Malaysia, and Taiwan by master
franchising. In the other hand, The Coffee Bean & Tea Leaf prefers to use company-
owned stores in Hong Kong, Australia and United States. Whereas for complex
markets such as Japan, Philippines and the Middle East, franchising is more favored.
Company’s franchise practice
The Coffee Bean & Tea Leaf encourage information exchange between franchisor
and franchisee to get a better understanding about the environment and problems
which faced by the franchisee. Regular communications were made between the
franchisor and franchisees during early stages of expansion into a region. The Coffee
Bean & Tea Leaf also provides franchise training to the franchisees and key
manager. For example, the first master franchisee and key managers spent 6 weeks
training in the United States.
Overall The Coffee Bean & Tea Leaf appears to be making few modifications for
their international franchise agreement, which is the template used for domestic
franchising. These small firms rely heavily on the professional expertise and advice
of their solicitors who specialize in domestic and international franchising.
Therefore, having an appropriate solicitor who specializes in international
franchising will compensate for the lack of the ability to negotiate the contractual
modifications and handle contract enforcement to help The Coffee Bean & Tea Leaf
build a good and long-term relationship with its franchisees.
Intelligence of the leader
The Coffee Bean & Tea Leaf was established by Hyman in 1963 opening its first store
in Brentwood, California which continues to operate today as one of our highest
volume and highest profile stores. This achievement comes from the intelligence of
the franchisor; Hyman awarded Sunvic the master franchise rights for Singapore,
Malaysia, Taiwan and Australia for 20 years. Over the next three months, a six-weeks
training was provided in the U.S. to key managers in product knowledge such as
coffee and tea but nothing management in stores.
The decision of Hyman to identify the master franchisee characteristics that is
required for success in Asia. However, no research has hitherto been done, especially
in Asia, in determining desired master franchisee characteristics. The master
franchisee characteristics associated with success in Asia are financial strength,
entrepreneurial and like-mindedness. The master franchisee owns a highly successful
luxury watch distributorship and regional entertainment company in Asia, owns and
operates 63 outlets in Singapore, Malaysia and Taiwan.
Hyman came to Singapore for a couple of weeks to assist in the opening of the
inaugural store. This was the first time they had ever set foot in Singapore. Victor
recalled that early battles that were fought the Hyman over changing menu and
operational procedures. As Victor’s recalled: “I wanted to expand the menu to include
sandwiches as Singaporeans need to have food with their coffee. I felt the drinks
were too sweet for Asians, so I proposed some change. The negotiations were not
easy because to tell them it was like an insult- ‘You are a franchisee and you’re
telling me what to do?’”
For the current owner, Victor undertakes evaluation of government policies on an ad
hoc manner because he believes in unsolicited enquires only. He has extensive
knowledge of operating in Asia. Victor cautions that although the Asian youth market
is highly brand conscious, they are very perceptive when it comes to food. Victor
admits that those The Coffee Bean and Tea Leaf outlets in suburbs of middle to high
socio economic groups are performing financially better than those of low socio
economic groups.
In July 1999, Sunvic acquired a substantial stake in the California-based International
Coffee and Tea LLC, which own the global franchise. This move has effectively
transformed the former master franchisee to franchisor. According to Victor, the
move to buy over the business was logical one (Koh 2000). “I’ve watch many other
businesses were the principals take back the franchisee after you’ve spent all your
effort in building up the business. You’re at their mercy, and as your contract gets
closer with the expiry date, things will get harder for you,” Victor said.
Company’s business strategy
For the concept of standardization of The Coffee Bean & Tea Leaf, branding and
image are consistent in host markets with that of home market. Despite the
expectation that cultural differences may affect the demand for their products and
services, The Coffee Bean & Tea Leaf felt that maintaining standardization was more
important than adaptation. Standardization is enforced by The Coffee Bean & Tea
Leaf on branding to ensure that the brand image and value is being perceived
consistently by its target customers in all markets.
Adaptation has also applied to the product offering by The Coffee Bean & Tea Leaf.
In its home country The Coffee Bean & Tea Leaf have a limited range of food and
beverage items in their outlets. However, The Coffee Bean & Tea Leaf had included
a wider range of hot food items in Asia as Asians need to have food with their
coffees
Outstanding quality of input and output
Both the good quality of input and output has brings a big achievement for The
Coffee Bean & Tea Leaf. The foundation of The Coffee Bean & Tea Leaf is a
commitment to quality. The Coffee Bean & Tea Leaf produces and serves only the
finest coffees and teas from around the world. Each year The Coffee Bean & Tea Leaf
search out the best harvests from Sumatra to Costa Rica to bring to their tasting room
for inspection and sampling and accept only the highest grades of green coffee and
full leaf tea.
Experience and innovation
For over thirty-seven years, The Coffee Bean & Tea Leaf has developed the finest
resources, roasting techniques, retailing know-how, and innovative trend setting
coffee and tea drinks. Its founder Herbert B. Hyman is recognized as the "founding
father "of specialty coffee in America and has helped mentor many of the leading
coffee executives in the industry.
At the same time, The Coffee Bean & Tea Leaf also continually builds upon vast
experience to invent numerous industry firsts. The Coffee Bean & Tea Leaf invented
its trademark Ice Blended ®, the frozen mocha drink that created a new drink
category and is the most popular frozen coffee drink in the world.
The Coffee Bean & Tea Leaf also invented the first specialty coffee extract ever
produced. Their French Deluxe ™vanilla and Special Dutch ™ Chocolate powders
are industry firsts that gives coffee drinks a flavor vastly superior to any other. The
Coffee Bean & Tea Leaf newest innovations were the Chai Latté, a creamy sweet
spicy chai tea drink and its juice-based Ice Blended® Drinks, a variety of smoothies
blended with French Deluxe ™vanilla powder that have once again set an industry
standard.
Community involvement
The Coffee Bean & Tea Leaf maintains a strong commitment to the community with
numerous programs contributing to local and charitable causes. The company is
proud supporters of many schools, charities and institutions both nationally and
abroad that benefits our communities, customers and employees. The Coffee Bean &
Tea Leaf can be sure that wherever there is a The Coffee Bean & Tea Leaf, they are
working hard to be a 'good neighbor'.
The Coffee Bean & Tea Leaf has earned its good reputation by maintaining a strong
commitment to the community with numerous programs contributing to local and
charitable causes and as the premier chain of specialty coffee stores in the world with
award-winning drinks that are known across the world.
WEAKNESS
Franchisee’s policy
The Coffee Bean & Tea Leaf does not allow its master franchisees to sub-franchise
any of their outlets in the Middle East and Asia. The reason is attributed largely to
the limited size of the specialty coffee industry in these market. The Coffee Bean &
Tea Leaf is targeted at specific niche markets rather than the general public.
Therefore, coupled with the high cost of rent, franchisees will not able to be
financially viable if the ownership is limited to one or two stores.
To be a master franchisee of The Coffee Bean & Tea Leaf, one must possess the
following characteristics: it must be a public company; it must demonstrate that it
has the fund and infrastructure to open among 30 to 40 outlets and it also must be
currently running a successful business.
OPPORTUNITY
Market potential
“With the success of Singapore,Malaysia and Indonesia, we realize there was a great
potential in Asia. We knew we had to take it over,” said Victor in his interview with
Jordan (1999). Now, the Sassoon has very ambitious plans for the U.S. This is
because of the highly potential of growth of the market in U.S. Victor plans to further
his market plan and expand the share market of The Coffee Bean & Tea Leaf
worldwide because the potential of the market. From 60 outlets on Southern
California, they plan to open additional outlets in California, Nevada and Arizona
and may be as far as Chicago and New York. The company has consulted investment
banker and may try to spin off the Asian operation of The Coffee Bean and Tea Leaf
in the near future; it may also try to list the U.S. Company later.
Changing of lifestyle
Despite major economic recessions, terrorist attacks and two wars over the past two
decades, the specialty coffee industry has grown every year. One industry observer
said, "When times are good the coffeehouse industry is great. And when times are
bad the coffeehouse industry is great."
Lifestyle factors converge to make the coffee industry strong at all times. The
stimulant effect of coffee is an important reason why many hard-working, fast-paced
Malaysian consider a stop at their local coffeehouse a necessary part of their day.
Conversely, coffeehouses provide calm, inviting environment for people to socialize,
relax or catch up on work.
Young people under the legal drinking age are one of the fastest-growing segments
of the coffee drinking market. Coffeehouses provide them with a much-needed place
to meet with their friends. Besides, entertainment on weekend nights draws a young
group of enthusiastic customers. The surge in interest in coffee drinking among
young people assures a diverse, receptive, sophisticated customer base now and in
the future.
Older adults also enjoy the fact that for the relatively modest price of a cup of coffee
and snack, they can meet with their friends, relax or work. Instead of going to a bar
and paying for an alcoholic drink or a restaurant where a meal usually comes with a
hefty price tag, the coffeehouse is an intimate yet inexpensive venue.
THREAT
Competition
The global coffee market is a very competitive sector and The Coffee Bean & Tea
Leaf must compete against the likes of restaurants such as McDonald, Kentucky Fried
Chicken (KFC) and coffee shops such as Starbucks, Dome and Old Town Café. A
major competitor with substantially greater financial, marketing and operating
resources than The Coffee Beans & Tea Leaf could enter this market at any time and
compete directly against the company. Besides Coffee manufacturers including
Starbucks Corporation, The Proctor & Gamble Company, and Nestle USA, Inc.
distribute premium coffee products nationally in supermarkets and convenience
stores. Many of these products may be substitutes for The Coffee Bean & Tea Leaf’s
coffees and coffee drinks. So The Coffee Bean & Tea Leaf must be aware of
competition on all levels and maintain its operational performance if it is to retain its
status as the world’s leading specialty coffee retailer.
Host country risk management
Risk management issues such as government policies, regulations, macroeconomic
variations and monetary uncertainties are important to The Coffee Bean & Tea Leaf
on its international franchising. In recent years, the greatest growth in international
franchising occurred in Asia, South America, Central America and Mexico. This is
because the markets of most of the developed countries became increasingly in
saturated and competitive.
Therefore, as more and more foreign franchisors expand to culturally diverse
countries such as East Asia, host country policy evaluation and foreign exchange
management are fundamental capabilities that are important for The Coffee Bean &
Tea Leaf to develop. Understanding host country government policies concerning to
the transfer and repatriation of dividends, fees and royalties has been found to be an
important capability for The Coffee Bean & Tea Leaf. The Coffee Bean & Tea Leaf
conducts a very little host government policy evaluation. The reason for this could be
attributed to a lack of resources and reactive approach to market expansion.
Culture environmental aspects
The need for The Coffee Bean & Tea Leaf to adapt its concept, business format, and
products to the culture of host country comes to be a threat for The Coffee Bean &
Tea Leaf if it failed to meet the culture of host country. The cultural environment
adds complexity to franchising in a foreign country. Culture impacts the negotiation
of contracts, the daily operations, the hiring of personnel, as well as the format of the
franchise. The very strengths of the franchise format, its standardization, make its
successful of replication in foreign markets difficult to The Coffee Bean & Tea Leaf.
Franchising requires a high degree of standardization to be effective; however, in
foreign markets the pressure to adapt the product or service is frequently high to The
Coffee Bean & Tea Leaf.
Enthusiasm of health consciousness
New age beverages have experienced a rebirth as manufactures have capitalized on
consumers’ growing interest in herbal remedies such as Tongkat Ali and Kacip
Fatimah. People are cutting down on caffeine but the consumption of decaffeinated
coffee has not seen an increase. Consumer attitude to health care are changing and
more people are taking responsibility for their health rather than passively accepting
medical decisions. Within this desire to exercise individual decision, many
consumers are looking outside the traditional realm pharmaceuticals to herbal
remedies and supplements. As a result, demand for coffee from The Coffee Bean &
Tea Leaf will decline because consumer changing their lifestyle and they are more
concern about their health care and they also believe that drinking coffee will harm
their health.
COMPANY PROFILE
COFFEE BEAN AND TEA LEAF
LOS ANGELES
Franchise Home
The Coffee Bean & Tea Leaf® was founded by Herbert Hyman in 1963, with the
mission to source and serve the best coffees and teas in the world. Since its
inception from one café in Brentwood, Los Angeles, The Coffee Bean & Tea
Leaf® has grown to become an international icon with more than 750 cafes in 22
countries.
The Coffee Bean & Tea Leaf® embodies a passion for quality, customer service,
education, and community. Every beverage, store and potential franchisee should
encompass these core foundations.
The Coffee Bean and Tea Leaf has grown to become a very successful coffee
chain, both nationally and internationally. In fact, it is one of the oldest and
largest chains for specialty coffee and tea stores opening up first in Los Angeles
in 1963.
Founded in 1963, The Coffee Bean & Tea Leaf® is the oldest and largest
privately-held chain of specialty coffee and tea stores in the United States. With a
reputation for excellence, the company is a leader in product innovations, having
developed The Original Ice Blended® coffee beverage. The Coffee Bean & Tea
Leaf® currently has 712 stores, 279 of which are company owned and 429 are
franchised. These stores blanket the world in markets such as California, Arizona,
Nevada, Singapore, Malaysia, Korea, Brunei, Indonesia,Vietnam, UAE, Israel,
Australia, China, Egypt and we continue to expand rapidly.
We are dedicated to serving our community and providing a destination and
lifestyle quality experience. We take pride in our handcrafted oak paneled stores;
the ideal social gathering place to build respectful relationships with our friends,
and customers in the community. Our store environment truly is cozy, warm and
inviting and is ideal for just enjoying The coffee Bean & Tea Leaf experience
Coffee Bean and Tea Leaf Franchise
The Coffee Bean & Tea Leaf has always been passionate about serving our
customers the best coffees and teas from around the world. Today, through our
numerous coffee shop franchises, we remain committed to our original vision of
quality and customer service. We are dedicated to serving our community and
providing a destination and lifestyle quality experience. Our store environment
truly is cozy, warm and inviting and is ideal for just enjoying The Coffee Bean &
Tea Leaf experience. Today, with more than 734 stores in 20 countries and 4
states, and we have plans for continued expansion in the US and around the
world.
The Coffee Bean & Tea Leaf coffee business system is comprised of experienced
and passionate area developers and multi unit franchisees who commit to a set
territory with a mutually agreed upon development agreement. Most development
commitments range from 15 to 100 stores. We join with you to make sure you
have all of the tools that you need to be a successful business owner with The
Coffee Bean & Tea Leaf.
Our core value
To create a spirit within our company that inspires our team members to provide
our customers a total quality experience: quality of product, service and
environment.
Our mission
We believe in these fundamental truths that guide us through our daily lives at The
Coffee Bean & Tea Leaf:
Friendly: with each other and our customers
Respect: each others’ values, opinions and individual diversity
Ownership: because we are proudly entrusted with the responsibility
Teamwork: because we achieve success by working together
Honesty: because we are trustful to each other and ourselves.
INDONESIA
Herbert B. Hyman started The Coffee Bean & Tea Leaf® in 1963 with a
dedication to excellence and quality, and his efforts made him the founding father
of gourmet coffee in California. The Coffee Bean & Tea Leaf® has since grown
into one of the largest privately- owned, family-run coffee and tea companies in
the world.
It currently has more than 315 stores in California, Arizona, Nevada, Singapore,
Malaysia, Korea, Brunei, Indonesia, UAE, Kuwait, Israel, Australia, China,
Philippines and soon to be in Hawaii. The endurance and popularity of The Bean,
as it is affectionately referred to by devotees, can be attributed to the high
standards that were established from the beginning.
From trend-setting drinks like the World Famous Ice Blended®, to the employees
who become a part of the communities they work in, The Coffee Bean & Tea
Leaf® has discovered the formula for a successful coffee and tea company.
The endurance and popularity of The Bean, as it is affectionately referred to by
devotees, can be attributed to the high standards that were established from the
beginning. From trend-setting drinks like the World Famous Ice Blended®, to the
employees
who become a part of the communities they work in, The Coffee Bean & Tea
Leaf® has discovered the formula for a successful coffee and tea company.
Mission
To create a spirit within our company that inspires our Team Members to provide
our customers with a Total Quality Experience: Quality of Product, Service and
Environment.
Core Values
We believe in these Fundamental truths that guide us through our daily lives at
The Coffee Bean & Tea Leaf®:
Friendly - with each other and our customers
Respect - for each other's values, opinions and individual diversity
Ownership - because we are proudly entrusted with the responsibility
Teamwork - because we achieve success by working together
Honesty - because we are truthful to each other and to ourselves
Because You Deserve "Simply the Best"
The Coffee Bean & Tea Leaf Indonesia
The Coffee Bean & Tea Leaf® come in Indonesia since 2001. Under license
of PT. Trans Coffeesince 2006, The Coffee Bean & Tea Leaf Indonesia is a
member of Trans Corporation. Begin with 9 outlets in Jakarta and Surabaya,
now PT. Trans Coffee develops the business by open new outlets and until
November 2008 already has 31 outlets in Jakarta, Tangerang, Bandung,
Surabaya, and Bali.
With the best coffees and teas, The Coffee Bean & Tea Leaf Indonesia serves the
customers in a professionals and friendly services. To be a leader in food and
beverages industry in Indonesia is a goal of PT. Trans Coffee.
The Coffee Bean & Tea Leaf® come in Indonesia since 2001. Under license
of PT. Trans Coffeesince 2006, The Coffee Bean & Tea Leaf Indonesia is a
member of Trans Corporation. Begin with 9 outlets in Jakarta and Surabaya,
now PT. Trans Coffee develops the business by open new outlets and until
November 2008 already has 31 outlets in Jakarta, Tangerang, Bandung,
Surabaya, and Bali.
With the best coffees and teas, The Coffee Bean & Tea Leaf Indonesia serves the
customers in a professionals and friendly services. To be a leader in food and
beverages industry in Indonesia is a goal of PT. Trans Coffee.
BLACK CANYON
THAILAND
Black Canyon (Thailand) is the owner of the "Black Canyon Coffee" brand of
quick service restaurants and kiosks, with more than 180 branches located
throughout Thailand, as well as a rapidly expanding international network than
includes Malaysia, Singapore, Indonesia and Myanmar.
The company was formed in 1993 to manage the development of the brand. Black
Canyon has grown from 1 branch in 1993 to 100 in 2003. About one-half of the
branches are company-owned while the rest are franchised. The company began
expanding internationally in 2002 and now has branches in Singapore, Malaysia
and Indonesia.
In Thailand, branches are found in most major shopping centers and super-stores,
as well as gas stations, airports, hospitals and hotels. Branches serve not only the
company's distinctive coffees, but also a complete range of Thai and international
dishes. Black Canyon is 97% Thai and 3% American owned.
Black Canyon (Thailand) Co. Ltd. was established in 1993 to operate restaurants
serving food, coffee and drinks under the "Black Canyon Coffee" name. The
company is the registered owner of the "Black Canyon" trademark and all
associated service marks.
The company's business is the operation of coffee houses serving food and coffee
of the highest quality, located in shopping centers, movie theaters and gas stations
throughout Thailand, as well as an increasing number of overseas countries.
Black Canyon owns and operates some branches directly, while others are owned
and operated by franchisees. All branches are decorated to the same high
standard, with overall designs selected from a palette of available options
depending on the type of location. Black Canyon's excellent reputation is based
on serving coffees of the highest quality, with the best aroma and taste, made
from 100% fresh coffee beans imported from around the world, as well as those
grown in Thailand under Royal patronage.
Black Canyon coffee houses also serve an extensive food menu. The menu
combines Western dishes such as soups, salads, pasta and French fries with
Eastern favorites like fried rice and noodles; and Thai specialties tom yum, som-
tam, etc. A unique feature of the menu are the "fusion" dishes which combine
East and West, examples of which are spaghetti with green curry sauce, Japanese
Udom noodles in tom yum soup, fusilli with a tuna tom yum sauce, spaghetti with
red panang shrimp sauce, etc.
Black Canyon now has more than 160 branches all around Thailand. Black
Canyon also operates kiosks under the "Black Canyon X'press" name in several
stations of Bangkok's elevated commuter train system (BTS Skytrain). Each year,
Black Canyon serves more than one million cups of coffee to Thais and
foreigners visiting Thailand, who appreciate the flavor and aroma of real coffee,
and keep coming back for more. Experts at Black Canyon monitor and control the
quality of every batch of coffee to ensure that our customers get the same
experience every time they visit a Black Canyon restaurant.
Black Canyon is the largest and most well known operator of franchised coffee
houses in Thailand. The management and every employee has as their goal to
continually develop and improve the Black Canyon Coffee brand.
INDONESIA
Black Canyon founded by Dr. Thanong Bidaya and Mr. Pravit Chitnarapong.
Black Canyon Thailand established in 1993 by serving affordable premium
quality of coffee, food and beverages. Black Canyon Coffee has grown to more
than 170 outlets in Thailand. In 2002 Black Canyon Coffee open their foreign
market business in Singapore, Malaysia, Indonesia and Myanmar.
First Indonesia Black Canyon Coffee outlets open in 2005 at Discovery Shopping
Mall, Kuta, Bali. Since then Black Canyon Coffee Indonesia (PT.Boga Citra
Cemerlang) has opened 18 outlets in major cities such as Medan, Batam, Jakarta,
Bandung, Semarang, Manado, Makasar, Surabaya and Bali
Black Canyon Coffee is the largest coffee franchise originating from Thailand
that serves the best coffee quality, flavor and aroma that is made from 100%
choice of coffee beans imported from the best plants in the world that is as good
as the original Arabica beans grown in the mountains of western region Thailand.
In addition to providing the best coffee freshness also provides International
Cuisine Thai healthy foods at affordable prices ternyaman location.
With the motto "A Drink from paradise ... Available on Earth is inspired by the
word - Thalirene's famous words such as" The best coffee is as black as the devil,
hot as hell, pure as an angel, and sweet as love! ". Indonesia Black Canyon
Coffee vision statemen is to be the most popular Coffee House and International
Restaurant in Indonesia.
STARBUCKS COFFEE
INDONESIA
The Starbucks Story
Our story began in 1971. Back then we were a roaster and retailer of whole bean
and ground coffee, tea and spices with a single store in Seattle's Pike Place
Market.Today, we are privileged to welcome millions of customers through our
doors every day, in more than 16,000 locations in over 50 countries.
Folklore Starbucks is named after the first mate in Herman Melville's Moby
Dick . Our logo is also inspired by the sea – featuring a twin-tailed siren from
Greek mythology.
Starbucks Mission
Our mission is to inspire and nurture the human spirit – one person, one cup, and
one neighborhood at a time.
Our Coffee
We've always believed in serving the best coffee possible. It's our goal for all of
our coffee to be grown under the highest standards of quality, using ethical
trading and responsible growing practices. Our coffee buyers personally travel to
coffee farms in Latin America, Africa and Asia to select the highest quality
arabica beans. Once these quality beans arrive at our roasting plants, Starbucks
experts bring out the balance and rich flavor of the beans through the signature
Starbucks Roast™.
Our Stores
Our stores are a welcoming third place for meeting friends and family, enjoying a
quiet moment alone with a book or simply finding a familiar place in a new city.
Total stores 16,706 (as of Dec. 27, 2009) 8,850 Company-operated stores. 7,856
Licensed stores. Operating in more than 50 countries Argentina, Aruba ,