United States (March 8, 2011) – As Starbucks celebrates its fortieth birthday it is celebrating with a new logo that will grace its cups from the United States to Beijing, London Paris and beyond. Starbucks is rapidly expanding around the world – in China, India, even the Czech Republic.
In the past 1.5 years Starbucks has introduced new products, mobile payment apps, more entry into the social and digital media (including EGifting on its Facebook page), a new store design and new logo. Meanwhile the company just had its best quarter in its 40-year history.
Starbucks has also re-energized the instant coffee market with its new Via product which generates $200 million annually and is sold at 30,000 locations outside of Starbucks stores. The technology used to create Via, according to the company, will be used to create other products in the future.
Also unveiled was the new premium coffee blend called Tribute in instant and whole bean form, and “Starbucks Petites” which are part of a new “global food platform.” The Petites feature an array of micro-sized offerings including whoopee pies, cake pops (small caked served on sticks) and miniature cupcakes.
Starbucks Logo Changes as Company Unveils New Products and Stores continued:
During the economic recession Starbucks scaled back on stores and made some internal changes. Nine hundred stores were closed worldwide. Those days are over, and now Starbucks expanding again fairly rapidly. The company has said that it can about between one hundred and two hundred stores in the United States each year.
[Also see: The Top Ten Coffees in the World.]
Starbucks has also announced plans to develop a consumer products division including entering the single-serve coffee market which would presumably include single serve brewing machines.
As the world’s largest coffee chain Starbucks now had about 60 million customers last year at 17,000 locations (11,000 in North America and 6,000 outside the United States) and is found in 55 countries, taking in about $11 billion last year.
Starbucks recently reported its best fiscal quarter to date and continues to change and adapt, exploring new markets and refining its operations.