“Unlike many other places that sell coffee, Starbucks built the equity of our brand through the Starbucks Experience.” – Howard Schultz, CEO of Starbucks.
Starbucks does not sell just coffee. Starbucks sells coffee and all the typical Starbucks service. And that service is offered worldwide by the best people out there. In order for Starbucks in China to find the best people, Starbucks China has created a new communication strategy. With 700 restaurants in China now, and the objective to double that number within a few years, it’s not only the quantity (in 700 locations that are thousands of people!) that is important, but also the quality of the staff. Employees who choose not just a job, but deliberately choosing a wonderful brand. Starbucks is proud of every employee and doesn’t call them Employees but Partners (“We’re called partners, because it’s not just a job, it’s our passion.“). These “partners” begin their career as a “barista”. As a ‘barista’, they are the calling card of Starbucks, and they bear the familiar green apron with pride.
The new concept is simple and recognizable, but also distinctive from consumer communications. A concept in which the hero is a green apron and where the ribbons of the apron the various messages visualize.
Career site: www.WorkatStarbucks.com