Beyond the cup. - Starbucks

OPENING NEW STORESFor nearly all of the 574 U.S. company-operated storesStarbucks opened in fiscal 2005, we received a warm andpositive reception from customers, neighborhood businessesand the communities. In several instances, a less thanwelcoming atmosphere ensued around the opening of a newStarbucks store. Our community affairs team approaches thesesituations as opportunities to reach out to the community andengage in dialogue. In nearly all instances, common groundwas achieved, by which the interests of the community andStarbucks customers will both be served. However, in someinstances we respectfully withdrew plans to open new storesbecause we questioned whether Starbucks was a good fit forthe locale.Traci Moriarty (left), store manager of the Durango, Colorado, Starbucks and store partner Jenny Aponowicz create each coffeebeverage according to their customers’ preferences.CASE STUDY: STARBUCKS – DURANGO, COLORADODurango has 15,000 residents and is a destination foroutdoor enthusiasts. The local community has taken stepsto preserve Durango’s charm and sustain its vitality as awonderful place to live and great place to visit.Prior to opening in April 2005, we heard that someresidents were not supportive of Starbucks locating onDurango’s Main Street. After opening, the store wasprotested and later vandalized. Local press coverage capturedthe deep divide between those who worried that Durango’slocal appeal was threatened and those who saw Starbucks asa symbol of economic vitality. As the vandalism picked up,many community residents and local businesses condemnedthe acts and expressed support for Starbucks. They arguedthat if someone doesn’t like Starbucks, they could patronizeanother local coffeehouse.The experience in Durango was not typical. However, itrevealed the intense emotions some people feel towardcorporate retailers. Starbucks is cognizant of this andworks hard to demonstrate our sincere respect for everycommunity and its local residents.Starbucks seeks to contribute positively to every communityin which we operate. Most often, our store partners arelocal residents. We encourage them to engage locally, whichthey did in Durango. In 2005, our Durango store partnersvolunteered for several local organizations and developeda special relationship with Community Connections, anorganization that trains physically and mentally challengedindividuals and places them in jobs. One of our Durangopartners was hired through Community Connections.By the end of fiscal 2005, things had settled down inDurango. Business was brisk over the summer and thestore cultivated many new regular customers. Given whathappened, our local store manager, Traci Moriarty, has beenmost surprised by the flood of résumés she receives. “It washard not to take things personally in the beginning,”Traci said. “But now I’m thrilled that so many peoplethink of Starbucks as a place they would want to work.”36SOCIETY