1, in order to fulfill my late father's wishes.

2. It happened that a small coffee retailer in Seattle wanted to transfer its store.

Outline of the story founded by Starbucks:

With his father gone, Schultz felt that a part of his life had been taken away. Then Shirley encouraged him and said, "Since your father's wish is to own a coffee shop, let's fulfill his unfinished wish for him."

Coincidentally, at this moment, he saw an advertisement that a small coffee retailer in Seattle wanted to transfer its store. As a result, Schultz resolutely resigned from his post with an annual salary of $75,000 and took over the small company, turning it into a dark green coffee shop, selling coffee beans to restaurants and other coffee shops in Seattle. In the future, the world-famous Starbucks was born.

Extended data

Starbucks brand influence:

1, brand positioning: The name "Starbucks" comes from an extremely cool and charming first mate in the novel Moby Dick by American writer Melville.

2. Brand recognition: Starbucks' green logo is a two-tailed Poseidon image that looks like a mermaid. This logo was designed by Terry Hechler, a young Seattle designer, in 197 1 and was inspired by the medieval woodcut Poseidon.

3. Goal: Customer experience is the core demand of Starbucks brand equity. Just like McDonald's has always advocated the happiness of sales, Starbucks gradually breaks down the typical American culture into elements that can be experienced: the warmth of vision, the freewheeling of hearing, the smell of coffee and so on.

Baidu encyclopedia-Starbucks