STARBUCKSBy: Connor Corrigan

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.

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.

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.

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.”

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.

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.”

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.”

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.

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.

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.

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.

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.

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."

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.

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.

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.

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.”

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.

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?

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.