Starbucks Passion
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Showing posts tagged starbucks
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The Passion.
Welcome to Starbucks Passion and PR!
From the first time I stepped into a Starbucks store, I was hooked. The decor, lighting, furniture, back-splash behind the bar and the cheerful partners were all warm, welcoming and full of cafe culture. And since that first visit, Starbucks has always stayed true to their form and vision.
It’s more than coffee; it’s culture, community. Every Starbucks store is corporately owned and operated, which has allowed every store to stay consistent with Howard Schultz’s, Starbucks president and CEO, original vision. After returning from a trip to Italy, where he discovered coffee and cafe culture for the first time, Schultz had a vision; to create a complete coffee store experience. True to his initial vision and dream, Starbucks has become the premier coffee shop in communities across the globe.
Most corporations lose their initial mandate as profits soar and stores multiply. This is not the case with Starbucks. Always a community, always an inclusive culture and always a destination; Starbucks is truly a home away from home.
This blog is dedicated to communicating Starbucks’ greatness. CSR initiatives via Shared Planet will be examined and presented; Products will be assessed and explained and everything that makes up Starbucks will be exposed.
Step inside Starbucks Passion and PR to discover and discuss this truly great corporation.
Ciao!
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Starbucks’ Policy on Guns
The 2010 Starbucks Annual Shareholders meeting took place in Seattle a few weeks ago. At the meeting, several questions were asked about gun policies in Starbucks US stores. Howard Schultz handled the questions diplomatically and respectfully. He stated that Starbucks’ policy on guns would stay consistent with state laws.
Now, as a Canadian, I can’t fully appreciate the concerns raised by shareholders during the question and answer period at the meeting. In Canada, hand-held guns are illegal and thus, obviously, have no place in our society.
But, I do have an opinion on the matter raised by these American shareholders. Currently, 43 American states permit citizens to carry guns in public. Citizens who wish to carry guns are free to bring their weapons into Starbucks stores.
The concern raised in the meeting dealt with loaded guns. Several shareholders expressed that they want Starbucks to introduce a policy that would prohibit loaded guns from entering Starbucks stores. Clearly, this is a valid concern given the tragic history involving a gunfight in a Washington coffee shop a year ago. Click here to see the story.
Starbucks executives addressed these concerns but explained that Starbucks wouldn’t introduce a policy that would oppose state laws. Simply put, if it’s legal to carry a loaded gun in these states, then a loaded gun would be allowed in the store. Howard explained that he hopes that the guns aren’t loaded when they enter the store, but it’s beyond their control.
So here’s my take on it.
Ideally, stricter policies prohibiting loaded guns from entering Starbucks stores would be excellent. But in reality, it would be impossible to monitor such a policy. Baristas aren’t paid to police gun owners. It would put partners in danger if they had to enforce a policy that would prohibit loaded guns from entering stores. If citizens choose to carry loaded guns (legal in many states) then Starbucks shouldn’t enforce a policy that would stop this. Having partners monitor and police a new Starbucks policy prohibiting loaded guns, could cause confrontation between partners and loaded gun carrying citizens. Obviously, this is far from ideal.
Howard and Vivek Varma, senior VP, Public Affairs, handled the concerns admirably. They stated that Starbucks would continue to stay consistent with state laws, whether they permit loaded guns in stores or not. I believe this is the right decision for Starbucks because again, it would be difficult and dangerous for Starbucks to oppose current gun laws in particular states. Staying consistent with state laws is the only way to go, even if it isn’t ideal for those wanting Starbucks to introduce stricter policies.
Your thoughts on this?
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CSR initiatives part 1 of 3: ethical sourcing
Starbucks has always been committed to their CSR initiatives. This post is the first of a three part series that will dissect each of their three CSR commitments and expose their communication strategies when dealing with each initiative.
“Shared Planet” started as a result of Starbucks’ growing desire to illustrate their commitment to CSR objectives and as a result of consumers’ wish for an improved commitment by Starbucks’ to their CSR practices. After several comments on My Starbucks Idea calling for recycling and improved social responsibility, Starbucks decided to introduce the new site, which speaks to their CSR initiatives. This commitment to doing business responsibly entails several SMART goals to keep Starbucks socially responsible.
The “Shared Planet” initiative offers Starbucks’ tactics and strategies for ethical sourcing, third-party verification results and their future efforts for continued CSR success. “Shared Planet” has its own section on their corporate website, www.starbucks.com/sharedplanet.com, where Starbucks explains their commitment to C.A.F.E practices (Coffee and Farmer Equity) and ethical sourcing. Starbucks executives constantly blog about their CSR initiatives and future objectives for the campaign and provide links back to the website. Here is one executive blog discussing “Shared Planet.” The website also offers data and reports on their involvement in their fair trade and ethical sourcing initiatives, which are effectively presented for the reader and easy to read.
- Accessing “Shared Planet” information and overall effectiveness
I used three methods to learn everything about Starbucks’ “Shared Planet.” First, I went into a Starbucks’ retail store and analyzed in-store signage and brochures. Second, I spoke with a Starbucks partner about “Shared Planet.” Third, I went to the “Shared Planet” website and learned more about their on-going commitment to fair trade and ethical sourcing.
I) In-store signage, product labels and brochures
In a Starbucks store, I found few signs talking about Starbucks’ commitment to fair trade and ethical sourcing of their coffee beans. There was only one sign near the packages of coffee beans and thermos’ that read: “Starbucks is North America’s largest purchaser, roaster and distributor of Fair Trade Certified coffee beans.” But Starbucks’ CSR message was still communicated effectively because rather than signage, they opted to communicate their CSR initiatives through the labels on their coffee cups and on their packaged coffee beans. One cup says: “YOU. Bought 228 million pounds of responsibly grown, ethically traded coffee last year. Everything we do, you do. You stop for a coffee and just by doing that, you let Starbucks buy more coffee from farmers who are good to their workers, community and planet. It’s using our size for good and you make it all possible. Well done, you.” Other cups say: “YOU. Buy our coffee. And that lets Starbucks do business in ways that are good to each other and the planet. Everything we do, you do. Thanks, you.” Also, the packages of coffee all tell a story about the community where the beans come from and explains how Starbucks helps the farmers in these communities.
While in the store, it was apparent that Starbucks is committed to working with the coffee farmers they purchase their beans from. They look after these farmers and ensure that these communities, from which the coffee beans are grown, receive continuous moral and equitable financial support. These facts and realities were effectively communicated and easy for the consumer to understand. Even before speaking with a Starbucks partner, I had a solid understanding of what Starbucks stood for because the information on the cups and on the packaged coffee beans exposed much of their involvement and commitment to these foreign communities in the Asia-Pacific and South America regions.
The store also had brochures, for consumers to take, that talked about Starbucks’ commitment to Fair Trade and C.A.F.E practices. The brochure is entitled “Of Coffee and Community” and exposes Starbucks’ CSR practices from previous years. The brochure highlights the following: Starbucks purchased 228 million pounds of green (unroasted) coffee beans from C.A.F.E practices in 2007; Starbucks purchased 20 million pounds of Fair Trade Certified coffee beans in 2007; Starbucks is North America’s largest purchaser, roaster and distributor of Fair Trade Certified coffee beans; and a message from Starbucks president and CEO Howard Schultz that speaks to the importance of ethically purchased and fair traded coffee. The information in this brochure was easily accessed since the brochure was free to take. I didn’t have to ask a partner for this brochure as several copies were readily available at the condiment bar.
II) Speaking with a partner
As I stood by the counter, waiting for my tall lactose free Americano misto, I asked the barista to speak about Starbucks’ involvement in fair trade and ethical sourcing. The barista was relatively helpful and explained to me that Starbucks purchases the majority of their coffee through C.A.F.E practices and they are continuing to look for Fair Trade Certified coffee products. The barista also said that, a few times a year, several Starbucks executives travel to communities across the world to see how they grow their coffee, their working conditions and how they are being supported/treated by Starbucks. Finally, the barista directed me to www.starbuckss.com/sharedplanet to learn more about their involvement in these CSR initiatives. I found this information extremely informative as the barista was knowledgeable and helpful. It was easy to gain this information because all I had to do was ask a few questions.
III) Shared Planet on Starbucks’ website
The “Shared Planet” section of Starbucks’ website makes it easy for anyone to understand their CSR initiatives and future objectives. “Shared Planet” online has several sections that, when opened, give a comprehensive look at everything Starbucks stands for and is involved in. It is broken down into these categories: Our Responsibility, Ethical Sourcing, Fair Trade (C.A.F.E Practices), Shared Planet Principles, Performance and Progress, Verification and Transparency and Scorecard. This website gives a complete overview of Starbucks’ CSR initiatives and objectives. The information was extremely easy to access and was communicated effectively.
- Most Effective Tactics
The two most effective tactics Starbucks uses to communicate their fair trade and ethical sourcing initiatives are found through their labelling on their cups and packaged coffee and through their website, www.starbucks.com/sharedplanet. The labelling is extremely effective because any customer who purchases a cup of coffee gets a quick understanding of Starbucks’ commitment to fair trade and ethical sourcing. The cups and packaged coffee also redirects customers, who want to learn more, to their “Shared Planet” website. The other extremely effective communication tactic Starbucks uses is their online website. The “Shared Planet” website talks about their commitment to ethical sourcing and fair trade, both through past successes and future objectives. Anyone looking for information on Starbucks’ CSR strategies can find everything they want on this easy to use online source.
Furthermore, in 2009, The Web Marketing Association awarded Starbucks “Best Environmental Website” for their “Shared Planet” website. These tactics also explain to the consumer how they are helping to facilitate the ethical sourcing of fairly traded coffee, making these tactics extremely effective.
Starbucks has done an excellent job at communicating their CSR mandate of ethical sourcing and Fair Trade Coffee Certified coffee purchasing. The cups and packaged coffee give an overview of “Shared Planet,” the baristas know enough about Starbucks’ CSR initiatives to answer questions and the “Shared Planet” website gives a comprehensive look at everything Starbucks does to help farmers and the communities from which their coffee beans are grown. Simply put, Starbucks effectively communicates their mandate of ethical sourcing and the importance of Fair Trade Certified coffee purchasing.
Stay tuned for the next installation in this three-part series on “Shared Planet.”
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Starbucks CSR part 2/3 - Community
This is the second instalment in my 3-part Starbucks CSR exploration. Community involvement is a key initiative in Starbucks’ CSR campaign and has always been a central focus to the company’s mandate.
Starbucks is committed to having a positive impact on communities where their stores are located and in communities where their coffee is grown. But it’s more than just uttering ‘community’ for Starbucks, it’s about having 5 key facets in their community initiative; Community Service, Youth Action, (Starbucks) RED, Starbucks Foundation and Ethos Water Fund. They take these 5 initiatives very seriously and I spoke with a partner, visited a store and examined their website (www.starbucks.com/responsibility) to explore just how seriously Starbucks pursues their community involvement.
1. In-store signage and poster boards
I visited a local Starbucks store to see their community involvement in action. The community board had several posters, flyers, letters and signs talking about Starbucks commitment to the local community. The posters promoted local festivals and events, asking for volunteers and patron attendance. There was even an advertisement for a child’s lemonade stand! This is the true essence of being involved in the community. People are free to post flyers and posters on the community board. Starbucks offers this space for people in their community, which allows Starbucks to be a good, hospitable neighbour.
The board also had 2 letters from local elementary school principals, thanking Starbucks for their generous coffee and food donations to local food drives and school events. These letters epitomize everything that Starbucks’ community initiative stands for.
Also, the board provided information on Starbucks’ community initiatives taking place elsewhere in the world. There was a (Starbucks) RED brochure hanging from the board that talked about how Starbucks and the RED campaign work together to help people with Aids in Africa. Information on the Ethos Water Fund was also found on the community board. This bit of information allows customers to see how they have a positive impact on people in developing countries by helping to provide them with clean drinking water. A portion of every Ethos water sale goes directly to the water fund and since this information is accessible on the community board, customers can feel good about purchasing Starbucks products.
All-in-all the community board was extremely informative and allowed everyone to see just how important community involvement is to Starbucks.
2. Speaking with a partner
Before ordering my drink, I asked a partner to talk about Starbucks’ community involvement. The partner was knowledgeable and seemed to know a fair bit about what Starbucks is doing in local communities and in communities across the world.
The partner told me that several partners in this store have volunteered at local food banks and shelters since joining the Starbucks team. To me, this was extremely inspiring as these partners are taking the time to give-back to their local community.
The partner also told me that by 2015, Starbucks has a goal of inspiring partners and customers to contribute over a million hours of community service each year. I believe it’s vital for a corporation to instil their values in their employees in order to make their CSR initiatives a success. Evidently, these partners have taken Starbucks’ CSR goals to heart and are being good neighbours in their community.
Also, this partner gave me some information on the Starbucks Foundation and their commitment to Youth Action. Then, when I thought I had everything I needed, the partner directed me to the Responsibility section on the Starbucks website.
Speaking with a partner was yet again, another effective tool for finding out more information about Starbucks’ CSR initiatives.
3. Responsibility on Starbucks.com
In my first instalment in this 3-part CSR exploration, Shared Planet had its own section on the Starbucks website dedicated to explaining their CSR initiatives. Since then, Starbucks has moved this information over to the Responsibility section of their website, which has made the information more accessible and easy to comprehend. Good move by Starbucks.
The Responsibility section on the website proved to be the most effective communication tool being used by Starbucks to provide information on their CSR initiatives. After clicking on the Community portion of the site, I was able to explore all the different facets of Starbucks’ community initiatives. There was comprehensive information on all 5 of their initiatives; Community Service, Youth Action, (Starbucks) RED, Starbucks Foundation and Ethos Water Fund.
The nicest part about the Starbucks’ Responsibility section is that it allows people to see exactly what Starbucks is doing in each of their 5 community programs. Each program provides an overview of the initiative and Starbucks’ commitment to them.
Here are some of the highlights from the website (taken directly from the website):
Community Service: “We’d like Starbucks partners (employees) and customers to contribute more than one million hours of community service each year by 2015.”
Youth Action: “Our goal is to engage 50,000 young people, who will in turn innovate, take action and inspire 100,000 individuals in their communities by 2015.”
“In fiscal 2009, we made 71 grants totaling $2.1 million to organizations supporting young people.
(Starbucks) RED: “Every time you buy a (STARBUCKS)RED product or pay with your (STARBUCKS)RED Card*, we make a contribution to the Global Fund to help people living with HIV in Africa. With your help, we’ve already generated contributions equaling more than 14,000,000 days of medicine.”
Starbucks Foundation: “Starbucks and the Starbucks Foundation created the C.O.A.S.T. Fund to assist in the recovery and revitalization of Gulf Coast communities devastated by hurricanes Rita and Katrina.”
Ethos Water Fund: “Ethos® Water was created to help raise awareness about this terrible crisis and provide children with access to clean water. Every time you buy a bottle of Ethos® Water, you contribute 5 cents to the Ethos® Water Fund, part of the Starbucks Foundation. So far more than $6 million has been granted to help support water, sanitation and hygiene education programs in water-stressed countries – benefiting more than 420,000 people around the world.”
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Stay tuned for the next and final installation in this 3-part series on Starbucks’ CSR initiatives.
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Starbucks CSR - Part 3/3: Environmental Stewardship
This is the final instalment in my 3-part Starbucks CSR exploration. Being environmentally responsible is a central focus in Starbucks’ overall CSR campaign. ‘Doing good by doing good’ for the environment is clearly a core focus for Starbucks.
Environmental Stewardship is more than just trying to ‘look good’ in the public eye; it’s about being a good citizen and caring for the environment, whole-heartedly. And after visiting a store, speaking with a partner and dissecting their website (http://www.starbucks.com/responsibility/environment) it’s clear to me that Starbucks is passionate about caring for the environment. They have 5 key focuses in their Environmental Stewardship initiative; Recycling, Energy, Water, Green Building and Climate Change.
With so many companies hopping on the ‘go-green’ train, they often toss out the ‘green’ term as a marketing ploy; essentially, they are ‘green washing’ their brand and products. But this is not the case with Starbucks. They are truly committed to their Environmental Stewardship initiative. Take a look:
Here are my findings:
1. In-store signage
I visited a local Starbucks store to see how they are communicating their Environmental Stewardship initiative. On the community board, there were a few letters from customers thanking Starbucks for offering recycling bins for cups and food packages.
Next to the door there was a 3 slot recycling bin that allows for the disposal of cups and sleeves, metal and plastic items and paper products. I even peered into each slot to ensure that each had their own garbage/recycling bag. Far too often stores will have similar recycling bins, with separate slots, but only 1 bag in which all the products/trash filter in to. Yet, at this Starbucks, this was not the case; each slot had its own bag and everything was kept separate. (Obviously, commercial stores are at the mercy of their municipality and since this town has commercial recycling in place, this store is committed to making the most of it.)
Also, tumblers and thermos’ for sale in the store were accompanied by some appropriate signage, informing customers that these thermos’ and tumblers help reduce paper waste. Another good move by this local store. When a thermos or tumbler is purchased, Starbucks will actually give you a free drink; adding even more incentive for customers interested in ‘helping out.’ In addition, Starbucks offers a 10 cent discount on all drink purchases with the use of a reusable mug or cup.
2. Speaking with a partner
While waiting for my beverage, I engaged the barista in a conversation about Starbucks’ Environmental Stewardship initiatives. The barista told me that Starbucks has relatively recently changed their dip well system. So I peered over the barista bar counter and noticed that the dip well (where the baristas rinse their spoons and utensils) was not constantly running water. The partner informed me that only when a lever is pulled does the dip well dispense water. She also explained to me that this new dip well system was introduced in 2009. The old dip well ran water constantly, whether a lever was pulled or not. Obviously, the introduction of this new system allows Starbucks to curb their overall water usage.
Next, the barista told me that Starbucks is constantly looking for new ways to curb their energy consumption by using energy efficient lighting equipment. Also, Starbucks is working towards improving the efficiency of their heating, ventilation and cooling systems (HVAC).
Finally, the barista informed me that they give away 5-pound bags of coffee grounds that can be used to enrich soil, for free. This program is called Grounds for your Garden and was introduced in 1995.
This barista was extremely informed and helped me understand what Starbucks is doing at the store level to fulfill their CSR mandate. She gave me a free bag of grounds and told me to go to the Starbucks Responsibility website to learn more.
3. Responsibility on Starbucks.com
Once again, the Responsibility section on the website proved to be the most effective communication tool being used by Starbucks to provide information on their CSR initiatives. After clicking on the Environmental Stewardship portion of the site, I was able to explore all the different facets of Starbucks’ environmental initiatives. There was comprehensive information on all 5 of their initiatives; Recycling, Energy, Water, Green Building and Climate Change.
The nicest part about the Starbucks’ Responsibility section is that it allows people to see exactly what Starbucks is doing in each of their 5 Environmental Stewardship programs. Each program provides an overview of the initiative and Starbucks’ commitment to them.
Here are some of the highlights from the website (taken directly from the website):
Recycling: “By 2015 we plan to have recycling available in all of our stores where we control waste collection and serve 25% of beverages in reusable cups.”
Energy Conservation: “By end of 2010 we aim to reduce our energy use in new stores by 25% and to obtain 50% of our energy from renewable sources in all of our company-owned stores.”
Water Conservation: “In many markets, we use a blast of higher-pressure water to clean blender pitchers instead of an open tap. We’ve also programmed our espresso machines to dispense less water when rinsing espresso shot glasses. And we train our partners (employees) to keep the refrigeration coils on ice machines clean to reduce the amount of latent heat from the machines and minimize ice melt.”
Green Building: “Since 2001, we’ve helped lead the work with other retailers and the USGBC to create a system to certify retail stores and store prototypes. This volume-certification process will pre-certify our green stores at the design, construction and operational strategy level. We’ll then be held accountable through spot checks and continued review to ensure we are meeting the high standards we’ve set for ourselves.”
Climate Change: “Through our expanded relationship with Conservation International, we’re piloting forest conservation incentive programs that link coffee farmers to carbon markets. Under this model, we’re working with farmers to carry out actions that reduce carbon emissions.”
Well, there you have it, my 3-part Starbucks CSR break-down. The goal of these posts was to show people how Starbucks is making the world a better place at the store and corporate level. I hope to offer more insight into Starbucks’ CSR initiatives in future posts.
I welcome your comments and/or questions!
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Starbucks’ new allergy friendly food and beverage choices
Starbucks has always been known for using the best and freshest ingredients in all their food and beverage offerings. They label their products and ingredients properly, allowing people with food allergies and/or intolerances understand what is in each product. Being lactose intolerant and having a mild intolerance to gluten, I’m always looking for new treats and drinks that accommodate my dietary needs. I’ve always wanted to eat the cookies and drink the Frappuccinos but haven’t had the chance because of my intolerances and allergies. That has since changed.
Recently Starbucks has added two new products that are not only delicious, but are also allergy friendly; Lucy’s cookies and the new however-you-want-it Frappuccinos.
Lucy’s Cookies
One of the best Starbucks bloggers, Starbucks Melody (starbucksmelody.com) wrote an exceptional blog post on the new cookies being offered at Starbucks. Melody examined Lucy’s cookies and provided an analysis of these tasty treats. It was only after reading her post on Lucy’s cookies, Once Again Exploring the Snack Aisle: Lucy’s Cinnamon Thin cookies, that I decided to try these crunchy treats. Thanks Mel!
I thought it was too good to be true that these cookies are lactose-free, gluten-free, nut-free and yet, still delicious. But it’s true! These treats are allergy friendly and delicious. And for someone like me, this is a good thing.
Lucy’s cookies come in the following flavours: sugar, cinnamon, oatmeal and chocolate chip. And yes, they are all equally delicious, dunkable (due to their crunchiness) and allergy friendly.
It seems that nowadays people and companies are recognizing gluten allergies and lactose intolerances. Food companies looking to ‘get ahead’ are now trying to offer a wide variety of products that accommodate such dietary needs. And with the introduction of Lucy’s cookies, Starbucks is staying ahead of the curve. They recognized the need for allergy friendly products and have allowed people like me the opportunity to enjoy tasty products that meet all dietary restrictions. They have adapted well and allowed people, who in the past could only enjoy a few products, the chance to try several more allergy friendly foods.
However-you-want-it Frappuccino
In the past, the old Frappuccinos were pre-made and the only specification you could make was the flavour. You could choose Java Chip, Caramel, Coffee, etc. but you couldn’t choose the milk because the Frappuccinos were already pre-blended. These Frappuccinos were delicious but definitely not allergy friendly. (I could only have a quick sip before feeling nauseous.)
But recently, Starbucks has changed the entire Frappuccino model. Now, you can have this delicious, cold blended drink however-you-want-it. You can choose your milk (lactose free, soy, skim, etc.) You can add coffee shots, add toppings and/or reduce the calories. Simply put, this new Frappuccino can be enjoyed by anyone, regardless of allergies and intolerances.
Starbucks has answered the concerns facing their old Frappuccino model. People wanted a healthier beverage (less calories), people wanted more toppings, stronger coffee flavour and a customizable milk option. The new however-you-want-it Frappuccino fulfills all these requests.
By providing more options in their Frappuccino products, all customers can now enjoy a cold blended beverage. Moreover, this new Frappuccino model strengthens the entire Starbucks brand because it shows that Starbucks has all its customers’ preferences, intolerance and allergies in mind.
Both these new products continue to move the company forward; reiterating the fact that “Starbucks is in the people business serving coffee, rather than the coffee business serving people” (Howard Schultz at the 2010 Annual Shareholders Meeting).
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New Favourite Store (#4007)
A new Starbucks store opened in Mississauga on June 10. It’s located at Erin Mills Pkwy. and Burnhamthorpe Rd. I’ve been anxiously awaiting the opening of this store and today, I made my way to the location at around 8pm. I couldn’t wait to see what this store was like. And to be perfectly honest, I was impressed.
Every Starbucks store is different, special and unique. Even though there are thousands of stores world-wide, each store has a unique flair. Why is that? How can that be? Well, it’s simple. Before each store opens, Starbucks sends in a team of interior designers to assess what can be made of the space to give each store a distinctive appeal. They take into account: lighting, ceiling height, floor, windows and seating space. Once they have the blueprints and a feel for the space, they start designing the store. For example, if the space is small and cozy, they may decide to give the store a ‘cottage’ feel. If there are large windows, they may create a ‘metropolitan’ feel. And so on… They add furniture, pictures, paint and any other accessories necessary to create a distinctive feel for each store.
This particular store (#4007) has a sleek, woodsy, industrial feel to it. The large, comfortable, brown leather couches and chairs give it a sleek look. The high ceiling, hanging lights and polished cement floor give it an industrial feel. And the reclaimed wood tables and baseboards give it a woodsy feel. Overall, it’s a store unlike any other.
above: reclaimed wood baseboards
below: high ceilings with industrial, warehouse style lighting
Perhaps the most interesting aspect of the store is the reclaimed wood tables and baseboards. After speaking with the store manager, I learned that all the wood used in the store was reclaimed from a bar floor in the Guelph area. But even before the wood was used for the flooring in the bar, the wood was reclaimed from a ship that sunk in Lake Ontario several years back. The wood was found at the bottom of the lake, saved and then sold to a manufacturing company in Ontario. From there, the wood was sold to a bar and used for the flooring. Once the bar closed down, the wood was sold back to another manufacturing company. At that point, Starbucks purchased the reclaimed wood and decided to put it to use in this new Mississauga store. The reclaimed wood has now been used for all in-store tables and 3 foot high baseboards.
above: reclaimed wood table
Overall, this store has quickly become one of my favourites. It’s eccentric and cozy; sleek and comfy. And even though it just opened, it already has a lot of character. A great new store!
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Ethos Water Fund - a great CSR initiative
One of the main reasons for starting this blog, starbuckspassion, was to express my appreciation for Starbucks’ great CSR work. Starbucks cares for community, environment and people and I felt it was necessary to highlight some of their promising initiatives. My 3-part CSR series touched on several of their initiatives and examined their CSR mandate. (scroll through my older posts to find the 3-part CSR series.)
With that being said, in this post I want to highlight one of my favourite CSR initiatives Starbucks partakes in; the Ethos Water Fund. Starbucks.com says: “Ethos® Water was created to help raise awareness about this terrible crisis and provide children with access to clean water. Every time you buy a bottle of Ethos® Water, you contribute 5 cents to the Ethos® Water Fund, part of the Starbucks Foundation.” (In Canada, Starbucks donates 10 cents to the Ethos Water Fund. )
Even though 5 cents (10 cents in Canada) seems like small numbers, when millions of bottles are sold, the amount of money raised is staggering. Since its inception in 2005, Starbucks has donated over $6 million to the fund and helped more than 420,000 people around the world. With that many people being helped, the Ethos Water Fund proves to be a valuable component in Starbucks’ CSR campaign.
The world water crisis is one of the largest health concerns in the world. More than 1 billion people lack clean drinking water and over 2.6 billion people lack access to sanitation services. Ethoswater.com says that this crisis affects children most. Almost 4,500 children die every day from the lack of safe drinking water. Children need clean water to help fight diseases and without access to safe drinking water, millions of children will die every year until the crisis is resolved. Whether it be climate, geography or poor sanitation systems, billions of people lack access to safe drinking water. The Ethos Water Fund is dedicated to resolving this crisis.
The Ethos Water Fund currently has 10 projects in several regions across the world. The projects are located in:
Cholusnate, Honduras
Ginchi, Ethiopia
Benishangul Gumuz, Ethiopia
Nairobi, Kenya
Northern Province, Rwanda
Kivu, Congo
Manyara, Tanzania
Sader, Bangladesh
Sumatra, Indonesia
Madhya, India
Ayinapatti, India
Keelakarthigaipatti, India
Starbucks was committed to raising $10 million to the Ethos Water Fund by 2010 but because of the recent economic downturn, that timeline has been extended and Starbucks remains committed to reaching the $10 million goal.
But for Starbucks it’s not just about donating money to help people gain access to clean drinking water, it’s also about educating people on the world water crisis. The Ethos Water bottle label explains the program’s mandate and educates consumers on how they are helping to resolve the world water crisis.
I think this project is one of Starbucks’ most admirable CSR initiatives. Obviously, you can’t rate the CSR initiatives in terms of importance, but the Ethos Water Fund is a project that not only helps people gain access to clean drinking water but also educates consumers on the world water crisis.
So next time you’re in a Starbucks, reach down and grab a bottle of Ethos water and know that you’re doing something good; you’re helping people gain access to clean, safe drinking water.
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Starbucks in the Community – a unique store
Starbucks has always been committed to community, whether that’s in communities in coffee growing regions across the world or in communities where their stores are located. Simply put, Starbucks is a responsible neighbour in every community it comes in contact with.
I live in Oakville, Ontario. It’s a peaceful, scenic town located about 30 minutes from downtown Toronto. There are 9 Starbucks stores in Oakville. Some stores are located on major roads and serve commuters. Others are in relatively secluded areas that attract neighbours in the area. Yet, each one is unique and attracts a different type of customer.
For this post, I want to highlight Oakville’s most unique and beautiful store. It’s located in downtown Oakville, on Lakeshore Rd., which runs through the heart of downtown Oakville. This area of Oakville, (South-East Oakville) is the oldest, most exclusive and most picturesque area of the town. Houses tend to cost well over a million dollars because of its proximity to the lake and downtown district.
The Lakeshore Starbucks is the oldest Starbucks in Oakville. It has a lot of character and is the most welcoming Starbucks I’ve ever visited. It’s definitely a part of Oakville’s community. Here’s why:
Community Board: Just like every Starbucks, Lakeshore Starbucks has a large community board right in front of the condiment bar. This board was filled with several events and invitations:
- 3 Charity Golf Tournament invitations
- 3 Charity Run Events
- 1 Thank You letter from a local school
- Walk for the Cure information
- Local upcoming events
I was truly impressed with this store’s community involvement.
Store Design: The outside of the store is white and has green awnings and window frames. It looks like a secluded cabin in the Alps, even though it’s in the heart of the downtown district. There are two huge 5 ft. by 6 ft. windows located at the front of the store. Both windows have big, plush, comfy chairs on the window sill, which overlook beautiful downtown Oakville. There are 7 soft, comfy chairs in the store. And even though this store is relatively small, it seats over 25 customers. Sure, the tables and seats are all nestled closely together, but that’s the point. It’s a small, cozy and intimate space.
The ceilings are low and give a ‘cottagey’ feel to the space. The walls are covered in large, mural paintings that engage customers with their designs. The paintings add to the cottage-feel of the store because they are all painted with warm reds, soft yellows and cozy oranges. It feels like you’re by a campfire, wherever you sit. The terracotta floors are warm and welcoming. Also, each table is illuminated by low-hanging lights, which allows for an intimate and warm experience.
The speakers whisper soft, barely audible music. But that’s the point. Because this store is always packed full of customers, it’s conversation and customer interaction that provide the ambience. The fully windowed door even creaks when opened or closed – again, very cozy and warm, just like an old fire-warmed cabin.
But what really makes this store part of the community is the friendly staff. They know their customers and always have a story. The partners remember orders and are always patient when faced with endless line-ups. They are some of the best partners I’ve ever come in contact with.
This isn’t your typical grab-and-go Starbucks, it’s a destination. People come from all over to sit, read, study and interact in this store. It’s a meeting place, a destination and yes, a coffee shop. It epitomizes everything Howard Schultz was talking about when he first started Starbucks. He wanted each store to be part of its community, just like a cafe in Italy. And this store embodies that cafe feel. People stay for hours and wait for a seat by the windows. It’s everything a Starbucks should be – warm, friendly, cozy, comfy and welcoming. It truly is a part of Oakville’s community.
PS: I wanted to take pictures of the interior of the store, but with dozens of people everywhere, I felt awkward snapping pictures of the ceilings and walls. I will add pictures at a later date – when I build up the courage to snap pictures in the crowded store.
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Whole Bean Coffee Review Part 1: Guatemala Antigua
Over the next few weeks, I’ll be reviewing and discussing some of my favourite Starbucks whole bean offerings. This first instalment discusses Guatemala Antigua, a Latin American whole bean coffee.
Guatemala Antigua may be my favourite whole bean coffee from Starbucks. The first time I tried it was last year when my dad brought a bag of it home. Just like any true Italian coffee-loving family, we have a state-of-the-art Saeco espresso machine right next to our stove. Our machine is probably the most prized appliance in our house. It’s easy to use and really brings out the best in any whole bean coffee.
So my dad cracked the bag and poured a pound of beans into the bean reservoir. We added 3 cups of distilled water to the machine and promptly made a doppio espresso. It was magical. The coffee was medium bodied, had a subtle cocoa middle and ended with a spicy finish. My dad and I were hooked. We went through that bag in just a few days and then went right back to Starbucks for another bag.
Now, in paying tribute to my initial experience with Guatemala Antigua, I’ve done some research to discover why it’s such a delicious coffee.
Just like all Latin American coffees, Guatemala Antigua is a ‘washed’ bean. Washing the coffee beans removes their protective honey and leaves the bean with a crisp, refreshing acidity. Whether you like Latin American coffee or not, you can’t argue that the washing process gives the bean a distinct and palate-cleansing acidity.
This bean is grown in Antigua Guatemala, a city in the central highlands of Guatemala. There are three volcanoes located on the outskirts of this region. The three volcanoes are: Volcán de Agua or “Volcano of Water”, Acatenango and Volcán de Fuego or “Volcano of Fire”.
These three volcanoes are said to have much influence on the coffee itself. They infuse the soil in this region with ash, which enriches the bean plants and gives Guatemala Antigua its distinctive flavour. But even more than the nutrient rich soil, the Antigua Guatemala region is perfect for producing coffee. It receives an abundance of rain, its altitude is above 4600 feet and its humidity level is 65%. Also, the farmers are knowledgeable and passionate about their beans. What’s left is a delicious whole bean offering that features the flavours of cocoa, smoke, spice and flowers.
The best pairing for this coffee is caramel and fruit. But for me, the best way to enjoy it is in a cup, alone.
