When Starbucks first opened its doors in 1971, customers simply walked in and requested coffee beans. There were no fancy drinks or modifications back then. In fact, coffee sales were actually declining at the time. However, everything changed when Howard Schultz joined the company in 1982 as the director of operations and marketing. Inspired by Italian coffee bars, he wanted to bring the coffeehouse culture to the United States through Starbucks.
After traveling to Italy, Schultz founded a new coffee company called Il Giornale, which featured a menu with drinks like espressos and lattes. This menu, with its Italian-style language, eventually made its way back to Starbucks when Schultz acquired the company. If you enjoy ordering a macchiato, cortado, latte, or cappuccino at Starbucks, you can thank Schultz for helping popularize those drinks.
Along with the new drinks, Starbucks introduced its iconic sizing system. The "short," "tall," "venti," "grande," and "trenta" sizes we know today were all inspired by Italian terms. Venti and trenta mean "twenty" and "thirty," referring to the ounces in each drink. Grande means "large" in Italian, while short and tall describe the size of the drink. Interestingly, tall was initially a medium-sized drink until Schultz decided to streamline the menu by eliminating the short size. Now, tall is known as the smallest size.
Another important aspect of Starbucks' coffeehouse feel is the personalization of each drink order. This includes writing the customer's name on the cup and meticulously following their preferences for temperature, size, and modifications. Starbucks customers appreciate the ability to customize their drinks exactly as they like them.
While the Starbucks language has become ingrained in consumers' minds, not everyone has embraced it. Some customers find the sizing system confusing or simply prefer not to use it. However, there's no denying the impact this language has had on the brand's perception. Starbucks stands out from its competitors thanks to its unique and vibrant approach.
By creating an authentic coffeehouse culture and employing this distinct language, Starbucks has achieved enormous success. With over 35,000 stores worldwide and $32.3 billion in net revenue in 2020, the brand's marketing strategy clearly resonates with consumers.
As we enter the pumpkin spice latte season, be prepared for more requests for "tall iced pumpkin cream chai tea lattes." For now, Starbucks' language is here to stay, continuing to be an integral part of the Starbucks experience.