Hot beverages are recommended to be consumed directly from the mouth of the cup. Drinking hot drinks through a straw is not recommended at Starbucks because drinking hot drinks through a straw can burn your throat. Another important reason is that some milk froth coffees like cappuccinos don't have a real flavor if you use a straw, so you don't get the unique experience of the milk froth. The same goes for mochas and caramel macchiatos.

Starbucks is the name of an American coffee chain founded in 1971 and is the world's largest coffee chain, with its headquarters located in Seattle, Washington, USA. Starbucks' retail products include more than 30 types of the world's top coffee beans, handmade espresso and a variety of coffee hot and cold beverages, fresh and delicious assorted pastry food, as well as a rich and diverse range of coffee machines, coffee cups and other goods. Starbucks already has nearly 21,300 locations worldwide throughout North America, South America, Europe, the Middle East and the Pacific.

I. Corporate Culture

STARBUCKS

Source of Meaning:

Latte is the latte of StarBucks, which is actually an Italian word meaning "milk".

Source 2:

Starbucks got its name from the coffee-loving first mate in Moby Dick.

The Starbucks that sold coffee beans as well as spices in the early 1970's. The Starbucks name was really a pain in the ass for the Starbucks patriarchs (all three of them), and Gordon Bowker was discussing the name of the store with his creative partner, artist Terry Heckler, who actually wanted to use the name " Pequod", a word derived from the ship in Moby Dick.

Terry Heckle disagreed, wanting a name that was distinctive and could be associated with the American Northwest, and chose "Starbo," the name of a miner's colony near Mount Rainier, which Gerald Baldwin rearranged to be associated with his favorite Moby Dick. After some discussion, Gerald Baldwin re-associated the name with his favorite Moby Dick, and Starbuck became the coffee-loving first mate of the Pequod.

Howard Schultz said in his book that the name recalls sea adventures and the tradition of coffee traders who traveled the world in search of good coffee beans, somewhat reminiscent of the source.

Second, the brand positioning:

"Starbucks" the name from the American writer Melville's novel "Moby Dick" in an extremely calm, very charismatic character of the first mate. His hobby is drinking coffee. Melville in the United States and the history of world literature has a very high status, but Melville's readership is not much, mainly well-educated, highly educated people, there is no certain cultural education is impossible to read the book "Moby Dick", not to mention to understand the character of Starbuck. From the Starbucks brand name, it can be clearly defined its target market positioning: not the general public, but a group of people focusing on enjoyment, leisure, respect for knowledge and respect for the people of the city of white-collar workers rich in petty feelings.

Third, brand recognition:

Starbucks green logo is a mermaid-like double-tailed Poseidon image, this logo was designed in 1971 by the young Seattle designer Terry Heckler from the medieval woodcut Poseidon image inspired by the design. The mermaid statue on the logo also conveys the dual meanings of primitive and modern: her face is plain but wrapped in a modern abstract form, black and white in the middle, surrounded only by a circle of color on the outside. When Starbucks created this logo twenty years ago, there was only one coffee shop. Today, the beautiful "green mermaid" has become a symbol of American culture, along with the McDonald's "m".

Baidu Encyclopedia - Starbucks