Page 32 - Вишневская Виктория Юрьевна ©

ВИШНЕВСКАЯ ВИКТОРИЯ ЮРЬЕВНА ©

Throughout the 1970s and much of the 1980s, Starbucks was a coffee roaster
first and a coffee shop second. But in the early 1980s, Schultz joined the
company and became convinced that Starbucks could achieve a seemingly
impossible goal: remain premium while becoming ubiquitous.
Schultz had never wanted Starbucks to stay small like other regional chains
such as Peet's. In fact, Schultz left the company for a brief period in the mid-
'80s because he was unable to convince Starbucks founders that the company
could be an international chain, not just a coffee roaster.
In 1987, Schultz acquired the Starbucks' brand and 17 locations from its
founders, who decided to focus their energy on Peet's. Then Schultz began
planting the seeds for one of the most ambitious retail expansions in history.
When the first Starbucks opened in New York City, The New York Times had
to define what a latte was (and explain it was pronounced "LAH-tay").
Starbucks played up its exotic nature in everything it did, down to its sizes,
with "grande" and "venti" providing a connection to the Italian coffee culture
that inspired Schultz.
"Customers believed that their grande lattes demonstrated that they were better
than others — cooler, richer, more sophisticated," Bryant Simon wrote in his
book about Starbucks, "Everything But the Coffee." "As long as they could get
all of this for the price of a cup of coffee, even an inflated one, they eagerly
handed over their money, three and four dollars at a clip."
Between 1998 and 2008, Starbucks grew from 1,886 stores to 16,680. Schultz
took the chain from just an idea to an entirely new kind of store that hadn't
existed before.
Exercise 58. Fill in the correct translation.
Keep me posted!
to give (some) advice
to be in demand
to be eager
to depend on
an employer
an employee
to discuss
to understand
an accountant
an IT - specialist
once
twice
three….ten times
once (twice/20 times) a day (month/year/hour)
vic_the_english_guru
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