Case Study

Motivating Partners at Starbucks

Starbucks, with more than 3,300 locations worldwide, serves millions of coffee lovers each week.

Having a history of excellent growth and profitability, Starbucks continues to expand. It opens

"virtually a store a day". In addition to sales of whole bean coffees, fresh brewed espresso

beverages, pastries and confections, and coffee-related accessories and equipment in companyoperated retail stores, Starbucks sells whole coffee beans through other outlets including

supermarkets and online. It also manufactures and sells a line of premium ice creams and the

bottled Frappucino coffee drink.

Famed for its coffee products, the company also enjoys a glowing reputation as a progressive

employer. Known for its employee policies and motivational programs, Starbucks has been

included in Fortune magazine's list of "The 100 Best Companies to Work For " in 1998, 1999 and

2000.

The basis of Starbucks reputation as a great place to work is contained in the six guiding

principles that form the foundation of the company's mission statement. One of these guiding

principles is to "provide a great work environment and treat each other with respect and dignity".

Starbucks tries to "create a work environment that is lively, exciting, and full of enthusiasm."

One overt symbol of the guiding principle is the name to all Starbucks' employees. Every one is

called a partner. More important than the name, however, is a company culture devoted to

developing and motivating the partners. "Starbucks has created a culture dedicated to

challenging employees... to be their best," Starbucks is dedicated to investing in, supporting and

engaging its partners in the continual reinvention of the company.

The challenge to "be their best" begins with training. All new coffee store employees (referred

to as baristas) receive 25 hours of classroom training under the guidance of partners who have

been specially trained. The training includes coffee...