The Weekend Read – The Starbucks Experience

(This review first went out in More Profit in Less Time in October 2007.)

….I took myself off to the closest bookshop to Rees Acres, that being ‘Waterstones’ in Literature Festival, Cheltenham, bought the book and settled down in the coffee shop within the bookshop. Now this coffee shop is a branch of Costa Coffee (owned by Whitbread plc) and I was able to contrast my experience with the aims contained within the book. Nicky served me my large Latte after a nameless one had taken my order and my money whilst studiously avoiding eye contact.

As Nicky held my cup in her left hand, she went through a routine with her right hand. First she wiped her nose with the back of the hand, then ran the hand across the coffee ground container; that done she straightened her glasses and adjusted her hair before returning to the machinery and turning the tap off, mixing my drink and handing it to me. This all done with neither eye contact, obviously it’s company policy, nor any more acknowledgement of my existence than to tell me that what she was plonking in front of me was “Large Latte”.

My response of “Thanks very much Nicky” seemed to be such a shock that I felt I had somehow slapped her. Still no eye contact though, the training has obviously worked. I sat myself at an empty table and tried to ignore the crying babies and the moaning of the Daily Mail wives. However I was marginally distracted by the pigeons pecking around my feet. Presumably the birdlife is permitted or even encouraged, the crumbs on the floor can’t have all accumulated there in just one morning, in order that the non-smoking customers inside the shop can experience something of the al-fresco atmosphere that the smokers enjoy.

To the book, I haven’t finished it yet but do thoroughly recommend it. The highlights of the first few pages should be enough to persuade you.

From ‘The Green Apron Book’ which tells some of the core “ways of being” that you need in order to be successful at Starbucks:

• Be welcoming
• Be genuine
• Be knowledgeable
• Be considerate

The Starbucks Experience can be found on two very distinct levels inside the company:

1. In it’s unique corporate culture. Leaders within the business create a unique culture for employees in which empowerment, entrepreneurship, quality and service define the values of the firm.
2. In its passing down of these values to its partners. The partners, in turn, help create a unique and personal experience for customers. Understanding these principles and getting to know how Starbucks leadership and partners (the term that Starbucks uses for all its employees) have grown the company offers a powerful blueprint for transforming your ordinary into your extraordinary.

(and yes I do know that John Lewis, another firm that I personally hold in high regard, ‘employees’ are partners too).

The book is split into five main chapters, which identify 5 key business principles that drive the phenomenal success of the company.

1. Make it your own.
2. Everything matters.
3. Surprise and delight.
4. Embrace resistance.
5. Leave your mark.

This is a slim volume that I have put down with regret, will finish within the day and will read again immediately. (I did and have re-read it a couple of times since then). I suggest that you do the same.

Available from Amazon here.