Unit 8 The Star of Starbucks
Episode 1:
Who would have believed that Americans would line up by the millions to pay $ 4 for a cup of coffee? Who would have imagined we’d go to a coffee shop and casually ask for a double tall, one pump, vanilla skim, caramel macchiato what the heck is a macchiato anyway?
Well, the guy who did believe is Howard Schultz, the star of Starbucks. Schultz is given to leaps of imagination—he had to be, as he started out as a poor kid in Brooklyn who sold his own blood just to get through college.
Today, as head of a $29 billion multinational corporation, Shultz is not without his critics; some mockingly call Starbucks “Fourbucks.” But when we met Schultz, we found a salesman and a showman, who is creating his own subculture and intends to take the whole world along.
Episode 2:
At the Starbucks headquarters in Seattle, they don’t drink coffee like you and me. That’s Howard Schultz analyzing each slurp, as though he’s letting you in on a cret.
Schultz: “You taste that earthiness? Like a Bordeaux wine.”
童年中的好词好句Correspondent: “That is pretty good”
Schultz: “That’s something.”
Correspondent: “That’s something.”
Here people called “coffee masters” talk about finding romance and passion in a cup like they were cream and sugar. Schultz has brewed up a coffee culture that’s, sometimes, a little hard to swallow.一年级拼音教学
Schultz: “One of our colleagues coined a phra a long time ago and said, ‘We’re not in the business of filling bellies. We’re in the business of filling souls.’”
Correspondent: “Oh, now, come on. No, wait a minute. That’s too… this is a company. This is a corporation. Come on.”
Schultz: “OK, it is a corporation.”
Correspondent: “You’re blowing smoke now.”
Schultz: “No, I mean this is how we feel. You might say, ‘OK, they’re full of crap.’ And you know, this is how we feel. We’re in the business of human connection and humanity, creating communities in a third place between home and work.”
Correspondent: “I got to tell you I’ve been kicking around your headquarters here for the last couple of days and I’ll admit if you let me u a different beverage metaphor…”
Schultz: “OK.”
如何清洗眼镜Correspondent: “The people around here really em to be drinking the Kool Aid, they really em to be completely steeped, to u another beverage metaphor, in this philosophy bit.”
Schultz: “But it’s not a cult, this is a corporation, it is a for-profit business. But our approach for 30-plus years has been unique and different, not better, just different.”
That approach created a company that now doubles its sales every three years.
Correspondent: “How many stores are you opening as we speak?”
Schultz: “We have 11,000 stores in 37 countries. It’s an unbelievable number to me, to be honest with you. We are opening five new stores a day…”
Correspondent: “That’s a new store very five hours, 24/7.”
Schultz: “Yeah.”
There really are Starbucks across the street from each other. They do that to cut down on the lines. Starbucks says it has 40 million customers a week, 40 MILLION. And it brews 227 million gallons of coffee a day.
Episode 3:
The operation that feeds that monster is massive. Have a look at this roasting plant that we toured outside Seattle. They ship in green coffee beans from 28 countries. This plant will go through up to two million pounds of beans in a week and there are four plants just like this one. Starbucks has become so pervasive it spliced itlf into the national DNA.
迷你博客Correspondent: “There s a bit of a Starbucks blowback.”
Schultz: “Sure.”
Correspondent: “Rolling into town, crushing the life out of the mom and pop coffee shop.”
Schultz: “We are so different and when people understand that, they welcome us. For example, first off, we created an industry that did not exist, and in our wake, the moment of Starbucks, so many local and regional companies and mom and pops have not only surfaced, but succeeded.”
婚纱英语Still, Schultz has felt the wrath of anarchists, who trashed a Seattle store in an antiglobali
zation riot.
Correspondent: 出生证怎么办理“There is a criticism, and you’ve heard it…”
Schultz: “Yeah.”
Correspondent: “阿凡达观后感…that Starbucks is homogenizing the world; that you’re taking the culture out of places in China and Japan and Americanizing them.”
Schultz: “I’ve heard that.”
Correspondent: “And it irritates you.”
