Onward: How Starbucks Redefined an American Tradition is a book written by Elena Aguilar. It delves into the history and evolution of Starbucks, from its humble beginnings as a small coffee shop in Seattle to its current status as a global powerhouse. The book explores how Starbucks has redefined the American tradition of coffee drinking and how it has become a cultural phenomenon. Aguilar provides an in-depth analysis of the company’s marketing strategies, business model, and the impact it has had on the global coffee industry.
Chapter 1: The Beginning
The first chapter of Onward provides a brief overview of the history of Starbucks. It traces its origins back to 1971 when three friends, Jerry Baldwin, Gordon Bowker, and Zev Siegl, opened a small coffee shop in Seattle. The trio was inspired by the coffee culture they had experienced in Europe and wanted to bring it back to the United States. They named their new venture Starbucks after the first mate in Herman Melville’s novel Moby Dick.
Chapter 2: The Expansion
In the second chapter, Aguilar discusses the expansion of Starbucks in the 1980s and 1990s. The company started to experiment with different store designs and began to introduce new products such as espresso machines and pastries. Starbucks also started to expand beyond its home base of Seattle and began to open stores in other cities across the United States. By the end of the 1990s, Starbucks had become a household name and had established itself as a major player in the coffee industry.
Chapter 3: The Turning Point
The third chapter of Onward focuses on the turn of the century and the challenges that Starbucks faced. The company had grown rapidly and had become complacent, leading to a decline in quality and customer satisfaction. In response, Starbucks brought in new leadership and embarked on a massive restructuring effort. The company closed underperforming stores, invested in employee training, and introduced new products such as frappuccinos and bottled coffee.
Chapter 4: The Globalization
In the fourth chapter, Aguilar explores how Starbucks expanded beyond its borders and became a global phenomenon. The company began to open stores in other countries, including Canada, Japan, and the United Kingdom. Starbucks also began to experiment with different store designs and menu items to cater to local tastes and preferences. The company’s success in other countries helped to boost its sales and profits, making it one of the most successful global brands in history.
Chapter 5: The Future
The final chapter of Onward looks towards the future of Starbucks and the coffee industry as a whole. Aguilar discusses how the company is facing new challenges, such as competition from smaller coffee shops and changing consumer preferences. She also explores how Starbucks is adapting to these challenges by introducing new products, such as ready-to-drink coffee beverages, and expanding into new markets, such as China.
Conclusion
Onward: How Starbucks Redefined an American Tradition is a fascinating look at the history and evolution of one of the world’s most successful companies. Aguilar provides an in-depth analysis of Starbucks’ business model, marketing strategies, and impact on the global coffee industry. The book is a must-read for anyone interested in the history of American business or the coffee industry.
Interested in reading the whole book?
Buy the book “Onward” on Amazon
