Giới thiệu
Starbucks là coffee chain #1 thế giới, thành lập 1971 (Seattle). 35,000+ stores (80 countries), $32B revenue/năm. Mô hình: company-owned stores (60%), licensed stores (40% - airports, hotels), CPG (supermarket coffee). Starbucks Rewards: 30M active members, mobile order & pay, personalized offers.
Case Study
Customer Starbucks Rewards: order via app, skip line, earn 2 stars/$1, free drink every 150 stars. Mobile order: 25% US transactions, reduce wait time 50%. Starbucks Reserve Roastery: premium stores, coffee $15/cup, merchandise, tourism destination. Kết quả: 35K stores, $32B revenue, market cap $110B.