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React at Starbucks on Real Talk JavaScript #74

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What motivates companies to move towards developing mobile apps using Progressive Web Apps (PWA)? How can you characterize the users of a native or PWA mobile apps? How does React hold up in a real-world situation?

Cher Scarlett talks with John and Ward about her experiences working on the Starbucks PWA, and moving from Vue to React. Along the way we discuss her story of moving from Vue.js to React.js and the plethora of programming platforms and languages that Cher has expertise in.

React at Starbucks is this week's topic on Real Talk JavaScript.

Recording date: 2020-01-21

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Hi, I'm John Papa. I author this blog, create courses for Pluralsight, and work in Developer Relations. I am a professional storyteller, I contribute to OSS, and I'm a Web technologist

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Starbucks claims their PWA is a massive success

published on May 9, 2018

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starbucks pwa case study

We have not been the biggest fans of Progressive Web Apps, but it is a real movement which is thankfully also very cross-platform and driven by many other companies besides Microsoft, meaning it is likely the future of web apps.

Speaking at Google IO, Starbucks revealed that they are already seeing significant success by replacing their mobile app with a PWA, which Starbucks says offers a “ great fast, integrated, reliable and engaging experience “,  including more engagement by offering the same app on the phone and on the desktop.

Starbucks reportedly say they doubled the number of people who used the website to place orders each day, with desktop users now ordering at about the same rate as mobile users.

This is of course exactly the result that Microsoft is hoping for, with users once again being willing to use their desktop for their computing needs rather than reaching for their phone.

Users can try out the PWA at  app.starbucks.com  and see Google talk about the PWA below.

More about the topics: google io , PWA , starbucks

starbucks pwa case study

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starbucks pwa case study

22 companies that developed PWA and how you can benefit from it

We’ve been living through the era of mobile interactions for years now. It’s no surprise that mobile device usage is growing across all the industries without showing any particular declining trend. From e-commerce to news, social media to banking, travel to healthcare — the ability to perform actions on the go from anywhere you happen to find yourself presents an unprecedented change to humanity’s life.If we consider the growth of satellite internet constellations in the likes of Starlink from SpaceX, we’ll soon become connected to the World Wide Web not only in the vicinity of regular broadband towers, but also in the most distant places on our planet.Which leads to this: businesses can’t ignore the mobile experience any further if they want to survive. And since I’m an overly-optimistic person, I want to believe that you, my dear reader, found yourself here because you want to make sure that your mobile experience, whether you’re a business owner or someone who’s responsible for the tech side of things, is up to par with the industry leaders.So… Let’s indulge ourselves in the world of Progressive Web Apps. Okay, that didn’t sound as epic as I thought it will, but anyway...

What is PWA?

PWA is an abbreviation for ‘progressive web app’ and simply put is a website that is designed with mobile-first approach and can serve as a mobile app while also providing native-like performance in any regular mobile web browser.The term was firstly introduced in 2015 by designer Frances Berriman and Google’ engineer Alex Russell. The same year, Google put a lot of emphasis on introducing PWA on Android and the rest is history. The technology very seamlessly integrated into the web and mobile development landscape. I’ll focus on the technology itself in the upcoming articles as this we’ll be a kick-off for a series of materials dedicated to progressive web applications.Today, we’ll look at a list of 22 well-known brands that implemented PWAs in their web strategies and quite frankly — got some fascinating results out of that decision.

In this article:

  • Facebook PWA
  • Flipkart PWA
  • Pinterest PWA
  • AliExpress PWA
  • Google Maps PWA
  • Trivago PWA
  • The Washington Post PWA
  • Twitter PWA
  • Lancôme PWA
  • Starbucks PWA
  • BookMyShow PWA
  • Debenhams PWA
  • Alibaba PWA
  • MakeMyTrip PWA
  • Housing.com PWA

Facebook’s PWA case study

Facebook doesn’t need any special introduction — we’ve all used it at least once in our lifetime. According to Statista , as of July 2021, 81.8% of Facebook’s user base accesses Facebook only via a mobile phone, without ever seeing a desktop version of the platform. Which IS the case for the majority of social media companies.Facebook has been playing with PWA for a while to finally re-launch their PWA web application in 2019, offering their users an undistinguishable experience across a variety of devices.

Facebook's PWA app

In the same year, they also finally released a Beta version of their previously discontinued desktop application. Albeit, this time it is a PWA-powered application that utilizes Microsoft Edge’s capabilities and in accordance with user reviews offers better performance than simply opening Facebook in a regular browser’s window.All in all, although offering various experiences across mobile devices in a form of Facebook and Facebook Lite native applications, the company clearly continues to explore the possibilities offered by the PWA technology.

Tinder’s PWA case study

Tinder. An application with mixed reputation as to its main purpose, once mobile-only solution, now offers to its users an experience that goes beyond their native applications — PWA-powered web platform.Interestingly, after launching their web application, which as it goes with PWA apps weights only a 10th fraction of the native app’s size, noticed that the new solution generates better results:

  • Tinder users swipe more on their web-based app
  • They also message more
  • And edit their profiles more
  • And the session times are longer

Which shows that one shouldn’t overestimate the importance of native apps while dismissing the potential of a web-based PWA applications. It took only 3 months for Tinder to build their React-powered MVP, which managed to outperform their native apps.If you’d like to learn more about the technical details of how exactly they tackled the subject of developing their MVP, I’d like to send you to a very interesting piece by Addy Osmani here .

Flipkart’s PWA case study

Great results don’t stop at the Tinder’s example. Flipkart — one of the largest India’s ecommerce platform decided to take app-only approach back in 2015, effectively shutting down the mobile version of their website and redirecting everyone to their mobile applications. They found it more and more difficult to sustain a frictionless user experience on the mobile web version of their platform in comparison to what the native mobile application could offer.The decision soon was reversed as their attention was grabbed by the new approach to build web applications — progressive web apps. Which eventually led to a Flipkart Lite app being introduced — offering native-like experience within users’ web browsers.

As a result, Flipkart’s newly-built PWA application easily outperformed their previous site’s mobile experience:

  • 3x increase in time spent on the site
  • 40% higher re-engagement rate
  • 70% higher conversion rate amongst users arriving via ‘Add to homescreen’
  • 3x lower data usage
‘We know that everyone needs to build mobile-first experiences. With Flipkart Lite, we’ve developed a powerful, technically-advanced web app that performs as well as our native app. We now feel we have the best of both worlds.’Amar Nagaram — Engineering Director at Flipkart

Forbes’s PWA case study

Back in 2016, Forbes, a global media company and an international magazine, has been known for a rather clumsy user experience across the entirety of their web platform. They even were flagged by Google themselves and put on a list of sites with ‘failing’ ads.This led to Forbes introducing their brand new PWA-powered website in January 2017, rolling out their new solution to a fraction of their global traffic.According to Salah Zalatimo, Head of Product and Tech at Forbes, the switch to PWA brought the company an up to 40% increase in time per session, 15% increase in pages viewed per session as well as 20% decrease in the number of users who would read only a quarter of an article and leave. Impressions per session went up 10% and the loading speed dropped from 6.5 seconds to only 2.5, meaning an astounding 160% decrease.

Pinterest’s PWA case study

Pinterest, a widely-popular image sharing social media platform with over 478 million global monthly active users as of March 2021. As expected, over 80% of those people access it from their mobile devices. Which wouldn’t be the case should they ignore the potential presented by a PWA-powered application.In the year 2017, after Pinterest’s team decided to analyse their unauthenticated mobile web users, they came to the shocking realization that their outdated mobile web experience managed to convert a measly 1% of their users into sign-ups, logins or native app installations.The situation was bad. And by ‘bad’, I mean reaaaaaaly bad.Pinterest's visitors often had to wait 23 seconds before any UI was usable at all. That’s nearly half a minute…Here’s an amazing comparison by Addy Osmani on the changes in the platform's performance after the introduction of PWA.

starbucks pwa case study

For more technical information, check his in-depth case study .

AliExpress’s PWA case study

What started as a B2B e-commerce platform, became one of the most popular B2C online retail services in the world, and it was just a matter of time when the company decided to put a lot of effort into making their mobile experience as customer-friendly as possible. Considering m-commerce grows faster than regular desktop e-commerce, AliExpress had built both mobile applications and a mobile version of the website. The issue is, they struggled to make their mobile website experience as fast and engaging as that offered by their mobile appsTo tackle this, AliExpress decided to develop a cross-platform PWA application that would offer native-like performance of their mobile applications within their users’ browsers and would also be fully unified with their web platform.As a result:

  • 104% increase in conversion for new users across all browsers
  • 82% increase in iOS conversion rate
  • 2x more pages visited per session per user across all browsers
  • 74% increase in time spent per session across all browser
‘One of the reasons we built a Progressive Web App was to be able to invest in the web experience across all browsers. Not only did we see huge benefits on browsers that support the latest features, but we also got to see a bump across the board. That is the sign of a great investment, and one that will keep paying for itself as browsers evolve.’Lijun Chen, Director of Mobile at AliExpress

Google Maps PWA case study

Google Maps Go is Google’s attempt to adapt one of their key services to low-end devices that also were meant to get a lightweight version of Android OS — Android Go.According to the statistics from the Play Store, Google Maps Go has been already downloaded over 500 million times and packs all the features that you would expect from Google Maps services. That sounds like a success to me.I’m not going to cover more of Google’s PWAs as they seemingly developed Go version of nearly all of their products, including Gmail Go, YouTube Go, Assistant Go and pretty much everything else.

Uber’s PWA case study

Worldwide expansion is somewhat a business card of Uber. According to Angus Croll, an engineer from Uber Web Platform Team, they needed to build a mobile web version of their platform to provide decent user experience on both low-end devices and in places with a bad internet connection, such as 2G networks, for instance.Their native apps wouldn’t cut it, for obvious reasons, so they developed m.uber, or as they apparently called it — Moo-ber.

starbucks pwa case study

In order to make it work on 2G networks, the app had to be super-lightweight. Which is exactly what PWA offers. As a result, when the team finished developing the PWA app, the size of its core ‘request a ride’ packages was only 50 kB, which meant only 3 seconds loading time on an average 2G network connectivity.For a more in-depth technical description, check out the Moo-ber’s blog .

Trivago’s PWA case study

‘We want to be there for our users whenever they need to find a place to stay, whatever their reason for travelling. So it’s our priority to be on all the devices and platforms that matter.’Tom Dwyer, Project Lead for PWA and Frontend Developer at Trivago

One of the world’s biggest hotel search engine, Trivago noticed in 2017 that they were already getting more traffic from mobile devices than from laptop or desktop computers. Amongst some of the more generic problems, like signal loses in elevators or subways, that resulted in broken sessions and searches, which in turn lead to increased user frustration, Trivago team also knew that it is rather unrealistic to expect new users to go straight to downloading their native applications, without having a chance to test their services beforehand. That’s when the decision to try PWA came along.In consequence:

  • Trivago PWA online app was released in 33 languages in 55 countries back in 2017
  • Over 500 000 users added the PWA to their homescreens
  • Engagement from those users that added the app to their homescreens increased by 150%, from an average of just 0.8 repeat visits for users of the old version of the mobile website to 2 repeat visits for the PWA
  • 97% increase in clickouts to hotel offers
  • Amongst only 3% of users, who at the time used the offline functionality, 67% of those who did — continued browsing the platform

The Washington Post’s PWA case study

Back in 2015, The Washington Post joined an initiative and together with other publishers and technology companies started working on the Accelerated Mobile Pages Project, or as it is known nowadays, simply — AMP. The Washington Post was one of the first major news sites to turn their site into a Progressive Web Application.It was a no-brainer for The Post that they needed to provide a flawless reading experience to their mobile users as nearly 55% of their traffic was already generated by mobile devices, not desktop.Subsequently, putting their bets on PWA lead to results that speak for themselves:

  • 23% increase in mobile search users who returned to The Washington Post within 7 days
  • An average loading time of 400 milliseconds, which was 88% faster than their old mobile version of the website

Twitter’s PWA case study

Twitter. Probably the most fast-paced social media platform out there. Their decision to switch to PWA came in 2017, when the team was looking for ways to integrate web and native mobile app features into a much better mobile web experience, as over 80% of their users were using mobile devices to access the platform anyway.That’s how the Twitter Lite app came around.

‘Twitter Lite is now the fastest, least expensive, and most reliable way to use Twitter. The web app rivals the performance of our native apps but requires less than 3% of the device storage space compared to Twitter for Android.’Nicolas Gallagher, Engineering Lead for Twitter Lite

starbucks pwa case study

Inevitably, the results were not long in coming:

  • 65% increase in pages per session
  • 75% increase in Tweets sent
  • 20% decrease in bounce rate
  • 250,000 unique daily users launched Twitter Lite from their homescreens 4 times a day on average
  • 70% decrease in data consumption
  • 10 mln push notifications delivered daily
  • The app required only 600 kB of downloaded data, instead of 23.5 MB needed to install Twitter’s native app
  • Under 5 seconds loading time on 3G network connection
  • Under 3 seconds, when a user returns to the PWA, even on slow mobile devices or networks.
  • Twitter Lite users experienced a 50% reduction in 99th percentile time-to-interactive latency
  • Logged-in users seen a 30% reduction in average page load time

Lancôme’s PWA case study

Here comes another great e-commerce example. Lancôme — a French luxury perfumes and cosmetics house saw mobile traffic overtake their desktop traffic in 2016, unfortunately for Lancôme, that also meant a significant drop in conversions.As the team inspected the case, they found out that while 38% of desktop shopping carts led to a purchase, mobile conversion rates were only 15%. After they looked into the matter, it turned out their mobile user experience was filled with hurdles that the majority of potential customers simply didn’t want to deal with.After some consideration and research on possible solutions, Lancôme decided against developing a native mobile application (with an assumption that only regulars would go as far as download yet another mobile app) and simply doing some cosmetic (no pun intended, or was it?) fixes to what they already had — was rather a cop-out solution. Hence, the decision to go PWA.Here’s what they got out of that decision:

  • 4% decrease in time until the page is interactive
  • 17% increase in conversions
  • 15% decrease in bounce rate
  • 51% increase in mobile sessions
  • 53% increase in mobile sessions on iOS
  • 10% decrease in bounce rates on iOS
  • 8% of consumers who tapped on a push notification make a purchase
  • 18% open rate from push notifications
  • 12% increase in conversion rates on recovered carts via push notifications

Starbucks’s PWA case study

Starbucks, obviously, needs no presentation. In 2015, they released their mobile ordering application for iOS and as the time went on, they were planning to expand the functionality of their website to serve the same purpose. That’s when they started to consider progressive web app technology to take over what they had until that moment.

starbucks pwa case study

One of the factors they were thinking upon was universal access to their services in both emerging markets, where internet connectivity might not be stable for regular website browsing and for those commuters, who would lose internet connection while in a subway, for instance.They needed offline functionality. And PWA is offline’s best friend.When it was built, Starbucks’s PWA application was:

  • 99.84% smaller than their native iOS app (233 kB vs. 148 MB)
  • Available on both Android and iOS platforms

BookMyShow’s PWA case study

BookMyShow — India’s largest ticketing firm, with 50+ mln monthly visitors as of 2017, saw their mobile audience steadily growing and eventually overtaking regular desktop traffic. And while that was happening, just like in Lancôme’s case, the bounce rates weren’t too pleasing as their mobile user experience and page loading time were far from mobile-friendly.More so, their existing native applications were both data- and memory-heavy.

‘People were using the native app and were happy with it, but their main concerns were the data usage and the memory it consumes, and if they uninstalled the app and tried using the mobile browser, it didn’t work the same way.’Anish Tripathi, VP of Design at BookMyShow

Thankfully, PWA technology was ready to help. After the PWA app was introduced, BookMyShow:

  • Saw an exponential increase in mobile conversation rates, hitting as high as 80% growth
  • Took less than 3 seconds to load
  • Made it possible to complete the checkout in just 30 seconds
  • Was 54x smaller in comparison to their Android native app and mind-boggling 180x smaller than the iOS one

Debenhams’s PWA case study

Debenhams — a British online retail brand that just like the case from the above encountered a climbing mobile website traffic and a declining mobile conversion rates. It was rather obvious that transforming Debenhams mobile experience became of the highest priority. Interestingly, they already had native mobile apps, which weren’t gaining the same traction comparable to that of their mobile website.A combination of those factors tipped the scales in favour of a progressive mobile app that would be able to both increase general mobile browsing experience and serve as an app to the most loyal clients.

starbucks pwa case study

In 4 months, the new app was ready to serve its purpose and the results didn’t make it wait for themselves:

  • Mobile-generated revenue went up 40%
  • Conversion rates went up 20%
  • Commuter times saw a spike in purchases
  • Browsing-to-purchase time got 2-4x faster

Such success proved to Debenhams C-level execs how good of a decision was investing in PWA, to the extent that they quickly extended PWA’s availability to tablets and moved onto building a unified frontend experience by making their desktop into a PWA-powered website.

Alibaba’s PWA case study

Alibaba — the world’s largest B2B trading platform was on a lookout for a way to improve their mobile website experience. Unfortunately for them, conventional methods were nothing but a waste of time and weren’t giving them the results they were hoping for.Customers used Alibaba’s mobile web for product discovery and weren’t too keen on becoming a native app users. They simply stayed in their browsers and made purchases on the desktop, should they decided to finalize their searches on the platform.To battle this status quo, Alibaba decided to build a PWA that would take the place of a regular mobile website and hopefully make it easier for their mobile users to re-engage with the platform, partially thanks ot the 'Add to homescreen' prompt.As you should expect by now, the results were far from regretful.

  • 76% increase in total conversions across browsers (here’s how the defined conversion: ‘a conversion corresponds to visits that result in direct contact with a supplier’)
  • 14% higher number of monthly active users on iOS
  • 30% higher number of monthly active users on Android
  • 4x higher engagement rates from those, who added Alibaba’s shortcut via ‘Add to homescreen’
  • Push notifications open rates on mobile PWA website was the same as in native mobile app

BMW’s PWA case study

In 2018, BMW decided to rebuild their mobile website, focusing on attracting new car enthusiast with a modern mobile experience, powered by high-performance technologies and offering a user experience worthy of that offered by BMW’s automobiles.To reach set goals, that picked an interesting duo — AMP and PWA.Let’s look at the AMP first. I’ve already mentioned the technology when writing about The Washington Post, but for those, who’d like to learn more about it, I’ll redirect you to their official website . Now, back to the matter at hand.Because page loading time was of an essence to BMW team, AMP’s potential for loading in less than half a second was rather sweet-looking. The AMP was used to lure visitors (by serving useful and engaging content) into the depths of their website that was then seamlessly taken over by a PWA-powered platform with all the relevant benefits in the likes of ‘Add to homescreen’, push notifications etc.The duo proved itself by simply providing BMW with beautiful results:

  • Conversion of BMW.com visitors to a BMW sales site increased fourfold
  • 4x faster page loading times
  • 50% increase in mobile traffic
  • Mobile-first approach lead to a 49% increase in SEO-powered traffic

MakeMyTrip’s PWA case study

MakeMyTrip — India's leading travel company with more than 23 mln of native apps downloads in 2017, traffic from which drove half of the companies bookings.There were a number of issues they had to deal with that would soon convince them to join the ranks of PWA-powered companies:

  • Many Indian mobile users had only intermittent internet connectivity, used low-end phones and were tied by data transmission limitations.
  • The cost of driving new customers to their mobile website was considerably lower than the cost of driving app downloads.
  • MakeMyTrip team struggled to engage their mobile users and just like Alibaba’s team, they considered their mobile website as a gateway that would shift their non-app users to their native mobile applications.

Obviously, now we know that PWA can easily deal with the problems that stood in front of the company. And so they did. Here’s the outcome:

  • 3x higher conversion rates
  • 38% faster page load time
  • 160% more shopper sessions
  • 30% more last-minute shoppers
  • 24% higher number of cities with a user footprint
  • 20% bounce rate decrease
  • 3x higher conversion rate in comparison to native app amongst first-time shoppers

Housing.com’s PWA case study

Another Indian case comes from Housing.com — one of the top India’s startups. If you had a chance to read my previous article on the importance of mobile-first approach , you might remember Google’s study on the effects of slow page load times. Housing.com is another proof of the Google’s findings.When Housing.com team measured users’ average page load times and compared it to the conversion rates, they found that even 1 second improvement in loading times led to a significant increase in conversion rates.And just like in MakeMyTrip’s case, low-end devices, 2G connectivity or sporadic internet connectivity at all, data-related limitations and other cases of similar nature rendered impossible simple improvements to the regular mobile website. Thankfully, PWA technology was there to help and provide them with results that helped both future-proof their website for the mobile-first era and generate quick results. Speaking of which:

  • 38% increase in conversion rates
  • 40% decrease in bounce rates
  • 10% longer average user session
  • 30% faster page load time

Wego’s PWA case study

Wego, formerly known as Bezurk, is a Singaporean travel metasearch engine and is the largest travel marketplace in the Middle East and Asia Pacific.Mobile web was always a critical channel for Wego as their core markets had to deal with the same issues as MakeMyTrips, Housing.com or Alibaba. Using slow websites is frustrating even on desktops, but dealing with long page load times on mobile devices is a nightmare.The solution for Webo was to turn their mobile website into an AMP-powered PWA. Did it go well?What kind of question is that?!

  • Average page load time went down from 11 seconds to under 1 second
  • Partner conversion rates went up 95%
  • Search-to-conversion rates went up 49%
  • Click-through rates tripled

Jumia’s PWA case study

Time to move to Africa and have a glance at Jumia — Africa’s leading e-commerce website.The company’s main market, sub-Saharan Africa, as of 2016, wasn’t the most connected to the internet region with 75% of mobile connections using 2G network. To give you a comparison scale, max 2G network speed is 5 kB/s... and best believe the data transmission ain't cheap, thus delivering a light and data-friendly mobile solution like the one powered by PWA technology was very important. Chuck in offline-first specificity to the mix, and you’ve got the ideal solution.Outcome-wise:

  • 33% increase in conversion rates
  • 50% decrease bounce rates
  • 12x more users in comparison to their native Android and iOS applications
  • 5x decrease in data usage
  • 80% less data consumed to complete the first transaction in comparison to their native apps
  • 25x smaller app size

Airbnb’s PWA case study

Airbnb is one of the few tech companies that share their technological journeys on their Medium blog, and they have an in-depth case study on why and how they switched their mobile web experience to progress web application technology. You can find it here , while I’ll only summarize the most important out-takes for the scope of our list.Let’s start with the problem.After a number of in-app surveys and direst feedback analysis on why their users avoided downloading their native apps while still using their mobile website, here’s what they found:

  • The majority of people travel on rare occasions, thus downloading an app that they are going to use only twice or thrice a year is rather pointless.
  • In many markets, data usage and low-spec devices are still a valid concern.
  • And even in more developed countries, people would rarely download a native app that weights at 200 MB on-the-go and would do it only via Wi-Fi. Which most likely meant they are at home anyway, so what’s the point?
  • Airbnb’s mobile website was slow. Very slow. On 4G connection it took 12 second to load their homepage... On 4G.
  • It was poorly designed and developed.

Considering that 65% of their first-time visitors were mobile-based — it was a disaster. So they decided to switch to PWA.Results?

  • 12 MB app in comparison to 200 MB of the native app
  • In less than 12 months, the team managed to completely re-design and re-build their mobile experience
  • 25% increase in conversion rates
  • 5.5 seconds average loading time in comparison to 12 second from the old mobile website
  • Unified mobile experience across every device, be it a low-spec or a high-end one

As you can see, PWA is a battle-proven technology that every industry can benefit from, from automotive to travel, to news, to social media, to dating, you name it.All the above cases show that not only does it make for a better mobile experience, but in many cases it transforms the entire frontend strategy, leading to a unified user experience for everyone, with every type of device, internet connection and location, whether you’re offline due to sitting on a train or because you’re far from a stable network connectivity.PWA also boasts a handful of technological benefits to the organization itself... which I’ll leave for one of my upcoming articles. ;)Subscribe to our newsletter to stay in the loop, and remember, if you need any help or advice from me directly, welcome to my inbox at [email protected] .Till the next one!

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Curriculum Information

The Ph.D. in Education requires five years of full-time study to complete. You will choose your individual coursework and design your original research in close consultation with your HGSE faculty adviser and dissertation committee. The requirements listed below include the three Ph.D. concentrations: Culture, Institutions, and Society; Education Policy and Program Evaluation; and Human Development, Learning and Teaching . 

We invite you to review an example course list, which is provided in two formats — one as the full list by course number and one by broad course category . These lists are subject to modification. 

Ph.D. Concentrations and Examples

Summary of Ph.D. Program

Doctoral Colloquia  In year one and two you are required to attend. The colloquia convenes weekly and features presentations of work-in-progress and completed work by Harvard faculty, faculty and researchers from outside Harvard, and Harvard doctoral students. Ph.D. students present once in the colloquia over the course of their career.

Research Apprenticeship The Research Apprenticeship is designed to provide ongoing training and mentoring to develop your research skills throughout the entire program.

Teaching Fellowships The Teaching Fellowship is an opportunity to enhance students' teaching skills, promote learning consolidation, and provide opportunities to collaborate with faculty on pedagogical development.

Comprehensive Exams  The Written Exam (year 2, spring) tests you on both general and concentration-specific knowledge. The Oral Exam (year 3, fall/winter) tests your command of your chosen field of study and your ability to design, develop, and implement an original research project.

Dissertation  Based on your original research, the dissertation process consists of three parts: the Dissertation Proposal, the writing, and an oral defense before the members of your dissertation committee.

Culture, Institutions, and Society (CIS) Concentration

In CIS, you will examine the broader cultural, institutional, organizational, and social contexts relevant to education across the lifespan. What is the value and purpose of education? How do cultural, institutional, and social factors shape educational processes and outcomes? How effective are social movements and community action in education reform? How do we measure stratification and institutional inequality? In CIS, your work will be informed by theories and methods from sociology, history, political science, organizational behavior and management, philosophy, and anthropology. You can examine contexts as diverse as classrooms, families, neighborhoods, schools, colleges and universities, religious institutions, nonprofits, government agencies, and more.

Education Policy and Program Evaluation (EPPE) Concentration

In EPPE, you will research the design, implementation, and evaluation of education policy affecting early childhood, K–12, and postsecondary education in the U.S. and internationally. You will evaluate and assess individual programs and policies related to critical issues like access to education, teacher effectiveness, school finance, testing and accountability systems, school choice, financial aid, college enrollment and persistence, and more. Your work will be informed by theories and methods from economics, political science, public policy, and sociology, history, philosophy, and statistics. This concentration shares some themes with CIS, but your work with EPPE will focus on public policy and large-scale reforms.

Human Development, Learning and Teaching (HDLT) Concentration

In HDLT, you will work to advance the role of scientific research in education policy, reform, and practice. New discoveries in the science of learning and development — the integration of biological, cognitive, and social processes; the relationships between technology and learning; or the factors that influence individual variations in learning — are transforming the practice of teaching and learning in both formal and informal settings. Whether studying behavioral, cognitive, or social-emotional development in children or the design of learning technologies to maximize understanding, you will gain a strong background in human development, the science of learning, and sociocultural factors that explain variation in learning and developmental pathways. Your research will be informed by theories and methods from psychology, cognitive science, sociology and linguistics, philosophy, the biological sciences and mathematics, and organizational behavior.

Program Faculty

The most remarkable thing about the Ph.D. in Education is open access to faculty from all Harvard graduate and professional schools, including the Harvard Graduate School of Education, the Faculty of Arts and Sciences, the Harvard Kennedy School, the Harvard Law School, Harvard Medical School, and the Harvard School of Public Health. Learn about the full Ph.D. Faculty.

Jarvis Givens

Jarvis R. Givens

Jarvis Givens studies the history of American education, African American history, and the relationship between race and power in schools.

Paul Harris

Paul L. Harris

Paul Harris is interested in the early development of cognition, emotion, and imagination in children.

Meira Levinson

Meira Levinson

Meira Levinson is a normative political philosopher who works at the intersection of civic education, youth empowerment, racial justice, and educational ethics. 

Luke Miratrix

Luke W. Miratrix

Luke Miratrix is a statistician who explores how to best use modern statistical methods in applied social science contexts.

doctor of philosophy in education jobs

Eric Taylor

Eric Taylor studies the economics of education, with a particular interest in employer-employee interactions between schools and teachers — hiring and firing decisions, job design, training, and performance evaluation.

Paola Uccelli

Paola Uccelli

Paola Ucelli studies socio-cultural and individual differences in the language development of multilingual and monolingual students.

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View Ph.D. Faculty

Dissertations.

The following is a complete listing of successful Ph.D. in Education dissertations to-date. Dissertations from November 2014 onward are publicly available in the Digital Access to Scholarship at Harvard (DASH) , the online repository for Harvard scholarship.

  • 2022 Graduate Dissertations (265 KB pdf)
  • 2021 Graduate Dissertations (177 KB pdf)
  • 2020 Graduate Dissertations (121 KB pdf)
  • 2019 Graduate Dissertations (68.3 KB pdf)

Student Directory

An opt-in listing of current Ph.D. students with information about their interests, research, personal web pages, and contact information:

Doctor of Philosophy in Education Student Directory

Introduce Yourself

Tell us about yourself so that we can tailor our communication to best fit your interests and provide you with relevant information about our programs, events, and other opportunities to connect with us.

Program Highlights

Explore examples of the Doctor of Philosophy in Education experience and the impact its community is making on the field:

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Using E-Books to Get Young Readers Talking

New research shows how parents can help kids — and themselves — use e-books as a tool to improve early childhood development

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Ph.D. student Avriel Epps studies how bias in the digital world impacts users across diverse backgrounds

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Trade Schools Home > Articles > Jobs for Philosophy Majors

Jobs for Philosophy Majors: 24 Great Careers for Deep Thinkers

By Publisher | Last Updated July 22, 2020

Jobs for philosophy majors are more common—and often better-paying—than you might think. It's true: Although "philosopher" may not be a very common job title, philosophy graduates are thriving in many career sectors. That's because the skills you can acquire by studying philosophy are highly valued and suitable for all kinds of fulfilling and meaningful careers.

So, in terms of practical concerns like earning money, what can you do with a philosophy degree? To arrive at the answer, you first need to consider the most fundamental goal of studying this subject: Philosophy students learn how to think, not what to think. That's essential, since thinking clearly and logically is one of the most important transferable skills of the 21st century.

After all, modern life is complicated. Organizations of every type regularly face tough decisions. That's why more and more managers now recognize the importance of hiring people who can consider multiple viewpoints and get to the heart of complex issues. They need sharp thinkers and concise communicators.

Still, you may run into people who have preconceived ideas that earning a philosophy degree won't make you very employable. Well-meaning friends and relatives may ask, "Why major in philosophy?" That's what this article is for. The information below will help you answer the doubters (and maybe settle a few questions of your own).

You'll explore a wide range of career options for philosophy majors, learn about the earning potential of philosophy grads, and discover the many transferable skills that a philosophy degree can help you acquire.

  • What can I do with a philosophy degree? 24 great jobs
  • Do philosophy grads make money? Surprising salary stats
  • Why take philosophy? The valuable skills you can learn

What Can I Do With a Philosophy Degree? 24 Great Jobs

Smiling businessman standing outside

The answer is yes. In fact, the study of philosophy is just as important now as it was in ancient times. And great careers for philosophy majors can be found in many industries, including some of today's most cutting-edge career sectors.

So, what kind of work can a philosophy degree prepare you for? Start by considering challenging questions that can help you better understand the potential job market for philosophy grads. For example:

  • How should data be handled if it can help a company make sales but will also expose consumers' private information?
  • Should people be allowed to buy organs for transplant and bypass waiting lists?
  • In an increasingly polarized political climate, how can advertisers reach specific segments of the population without alienating others? Should they even try?
  • How should a company respond if the most environmentally friendly option isn't the most profitable one?
  • Is physician-assisted suicide sometimes the best choice for a terminally ill patient?

Thinking about big questions like these is exactly what a philosopher does, even if "philosopher" isn't part of his or her job title. In fact, with a philosophy degree, you can get the types of jobs that require you to think logically and consider multiple perspectives—abilities that apply to many of the best jobs for the future .

This philosophy careers list includes many occupational examples that aren't necessarily traditional jobs for philosophers. A bachelor's degree in philosophy can provide an excellent foundation for each of them. However, some of these careers do require a graduate degree or additional, specialized training.

Median annual salaries are current as of July 15, 2020 and are based on data from the Occupational Employment and Wage Statistics (OEWS) program unless marked as being from (1) PayScale . All figures are rounded to the nearest thousand.

1. Financial Analyst: $82K

Believe it or not, studying philosophy can be excellent preparation for financial analyst jobs. For philosophy degree holders, transferable skills such as paying attention to details, spotting trends, and seeing issues from many perspectives are helpful when navigating complex financial markets. Certification is often necessary in this field, but many employers sponsor employees through the licensing process.

2. Computer Programmer: $87K

Studying philosophy, a subject that originated in ancient times, might seem like an unlikely way to prepare for a career in the rapidly changing world of technology. But if you're skeptical, ask yourself this: What does philosophy teach you? In a good philosophy program, you can learn how to question existing assumptions, examine cause and effect, and consider statements from all angles—exactly the types of skills used in programming.

However, you should learn how to code before applying for programming jobs. (With a philosophy degree, you may have developed the logical thought processes that will help you learn programming languages. But many employers will want you to already have some coding ability.) Still, a growing sentiment in the tech sector is that it's easier to hire people who know how to think and teach them how to code than it is to hire people who can code and teach them how to think.

3. Business Consultant: $74K 1

Would you like to help companies become more efficient? A business or management consultant analyzes a company and proposes new, more efficient procedures. As a philosophy grad, your keen analytical skills could help you pinpoint inefficiencies and recommend new approaches.

Although a graduate degree isn't necessarily required, an MBA can help you get ahead. Plus, a bachelor's degree in philosophy is an excellent foundation for an MBA. In fact, philosophy majors have better scores , on average, than business and accounting majors on the Graduate Management Admission Test (GMAT).

4. Lobbyist: $75K 1

Do you have a cause that you're passionate about? You can use the rhetorical skills that you perfected in a philosophy program to help persuade government officials and policymakers to support your cause.

5. Market Research Analyst: $64K

Would you like to help companies make informed decisions about the best ways to sell their products? Market research analysts predict sales trends using information they gather. Then, they help direct companies on what to do. With a philosophy degree, you can develop the big-picture thinking necessary to interpret data from a wide range of sources and draw your own conclusions about sales strategies.

Ethical considerations also play a role in market research. For example, should consumers be told when a company is using their personal data to shape sales plans? Should that data be shared with other companies? A philosophy major is good for teaching you how to address challenging questions like these.

6. Writer: $63K

At its core, philosophy is all about language. Philosophy students quickly discover that every word counts in a philosophical text and that words must be carefully chosen for clear meaning. Concisely summarizing dense philosophical materials and developing your own arguments can help your own writing.

Plus, writing about philosophy doesn't just prepare you to work with serious subject matter. In fact, The Simpsons creator Matt Groening and actor and writer Steve Martin both studied philosophy.

7. Human Resources (HR) Specialist: $62K

Solving problems, communicating clearly, and analyzing information are just a few of the essential skills that HR specialists use every day. As a philosophy graduate, your ability to see all sides of an issue can help you excel in this field. Just keep in mind that you may need additional training for management-level jobs if you only studied philosophy. Career specialties in human resources include recruitment, benefits administration, employee training and development, payroll processing, and much more.

8. Teacher (K-12): $57K to $62K

You can become a teacher with just one year of special training after earning a bachelor's in philosophy. Jobs in the public-school system don't usually center around teaching philosophy itself. However, all teachers need the strong communication skills, excellent problem-solving abilities, and genuine empathy that can be developed by studying philosophy.

9. Communications Specialist: $52K 1

Use your powers of persuasion and rhetorical skills to help organizations communicate with the public. You could craft press releases, respond to public inquiries, and create communications and advertising strategies. As a philosophy graduate, your understanding of multiple perspectives on political and social issues can help you create effective messages.

10. Paralegal: $52K

Are you interested in working in the legal field but not sure whether law school is the right choice for you? A career as a paralegal can provide opportunities to use the analytical, research, and organizational skills that you develop in a philosophy program. And if you have a bachelor's degree, some paralegal post-degree certificate programs can be completed in less than a year.

11. Real Estate Agent: $49K

What do real estate and philosophy have in common? Both fields require the ability to cut through rhetoric and get to the heart of a question. Negotiation is also a key component of real estate careers, so your ability to see both sides of an issue and develop sound arguments will help you succeed. In most states, you need to complete a real estate course and pass an exam in order to be licensed.

12. Mental Health Counselor: $46K

Can philosophy act as "therapy of the soul?" The Greek philosopher Epicurus thought so. And many philosophers since his time have focused on the ability of philosophical thought to ease human suffering. So philosophy students often develop a good foundation for helping others. They've considered important questions such as "Why do we suffer?"

If you'd like to use your understanding of philosophy to help those who need guidance, then research the requirements for mental health professionals in your region. (Requirements vary by state.) Your philosophy degree could be an excellent starting point for further training.

Also, consider philosophical counseling. In this specialty, counselors don't focus on treating or diagnosing mental health problems. Instead, they help clients deal with the everyday stressors that result from living in our flawed world, such as coping with the death of a pet or adjusting to retirement. Check out the National Philosophical Counseling Association for more information. (Note: You must have a master's degree in philosophy before training for a career in philosophical counseling.)

13. Entrepreneur: Salaries vary widely

To start successful businesses, entrepreneurs need to be good at thinking outside the box and examining the validity of new ideas. So, where can they learn those skills? In a philosophy program, of course. Former philosophy majors who have started extremely successful businesses include:

  • Stewart Butterfield: Slack and Flickr co-founder
  • Reid Hoffman: LinkedIn co-founder
  • Peter Thiel: PayPal co-founder

14. Medical Doctor: $206K (for general practitioners)

What can physicians do if terminally ill patients request that their families not be told about their illnesses? Is it OK to exaggerate a patient's symptoms in order to ensure coverage by his or her insurance provider? A philosophy background can help doctors deal with tough ethical decisions like these.

Plus, it's possible to enter medical school after majoring in philosophy. That's because most medical schools don't restrict applicants to specific majors. (But you may need to complete some specific prerequisite science courses as an undergrad before applying to medical school.)

Also, did you know that philosophy graduates have higher medical school acceptance rates than biology graduates? It's true: Philosophy is consistently ranked as one of the top majors when it comes to medical school admittance. As well, humanities grads (a category that includes philosophy majors) have higher total Medical College Admission Test (MCAT) results , on average, than biological science grads.

And if you're worried that majoring in the humanities won't be good preparation for studying medicine, rest easy. Once they're in medical school, students who majored in the humanities for their first degree perform at an equal level with other students.

15. Lawyer: $123K

A bachelor's in philosophy can be an excellent first degree before starting your legal studies. In fact, philosophy majors have the highest acceptance rate to law school.

As well, philosophy courses provide a solid background for your studies once you begin law school. After all, philosophy courses center around:

  • Creating concise responses to complex problems
  • Formulating logical responses for or against proposals
  • Analyzing an argument and dissecting it for flaws
  • Defending your views when challenged
  • Examining evidence and drawing conclusions

All of those skills are essential for success in the legal world.

16. Augmented Reality Developer or Project Manager: $74K to $83K 1

Augmented reality (AR) poses many new philosophical questions. Think about it: Since ancient times, philosophers have debated the nature of reality and asked how we can know what's "real." With new virtual dimensions added to our conception of reality, these discussions have entered new territory and given rise to new questions: If something that only exists in augmented reality frightens you, is that fear real? Should augmented reality make it clear which part of an AR experience is fake?

A philosophy background can help you consider the "big picture" behind AR work. Within this sector, AR project managers help coordinate all aspects of an AR experience. For AR development or programming work, technical knowledge is essential.

17. Philosophy Professor: $75K

It takes four years to get a degree in philosophy at the bachelor's level, and many of the career paths on this list only require an undergraduate education and, in some cases, a little specialized training in a different area. But what if you want to keep studying philosophy in a graduate program? What can you do with a PhD in philosophy?

Among other things, someone with a Doctor of Philosophy often leads classes in this subject at a college or university. Philosophy professors teach, write, and research. However, academic jobs in philosophy can be competitive , with more applicants than job openings.

If a philosophy department experiences funding cuts (a relatively common occurrence in humanities education), a professor may be asked to teach more classes. So, combined with the need to conduct research and publish papers, many philosophy professors have a lot on their plates.

Nonetheless, it can be very satisfying to pursue your own scholarly activities and help others answer big questions, such as "What do philosophers do?" and "How can philosophy help me live a better life?" You can also enjoy financial rewards: Philosophy professors make over $88,000 a year, on average. And some earn more than $151,180.

18. Bioethicist: $64K (for those with a master's degree) 1

Advances in medicine and technology have led to complex ethical questions. For example, should parents be able to choose a baby's gender? When should a patient have the right to turn down a life-saving procedure? Bioethicists help explore all ethical angles of medical issues like these.

To work as a bioethicist, you typically need a certificate, master's degree, or PhD in bioethics after completing your undergraduate degree. So you can build a solid foundation for an education in this field with a Bachelor of Philosophy degree. Jobs can be found in research, community education, public policy analysis, and other areas.

19. Mediator: $64K

Are you interested in helping opposing sides find common ground? Mediators facilitate discussions to resolve disputes. They don't represent specific sides in a disagreement, but instead focus on remaining neutral as they help both parties come to a resolution. As a philosophy graduate, your ability to examine all sides of an issue, combined with excellent people skills, can help you succeed. Some states require mediators to be certified.

20. Data Analyst: $61K 1

We now have the ability to collect incredible amounts of data. But what should we do with it? Data analysts gather data and use it to draw logical conclusions that can guide organizations' decisions. Their analytical skills can help them spot trends and make predictions. But there's also plenty of room for creative thought in this field.

21. Editor: $61K

"Does this make sense? How can it be clearer?" Those are the kinds of questions that editors often ask during the editing process. Editors ensure that written texts are error-free and easily understood. Studying philosophy can not only teach you the value of clear communication, but also help you hone your attention to detail in the written word.

22. Policy Analyst: $59K 1

Policy analysts work with politicians and other government officials to develop or revise public policies. They do this by analyzing a problem and recommending solutions. Data analysis and clear communication are some of the essential skills for this career that you can acquire by studying philosophy. Jobs in policy analysis often require interpreting complex laws, regulations, and policies, and envisioning solutions to a variety of issues.

23. Tech Ethicist: Salaries vary widely

What should an app developer do if a new app turns out to have a negative impact on face-to-face human interaction? Should we be allowed to edit babies' genes? How should a driverless car react if it has a choice between injuring the car's passenger or a group of pedestrians?

Questions like these don't have easy answers. And sometimes tech creators are so caught up in the excitement of new discoveries that they overlook the long-term moral implications of their inventions. Technology ethicists help the creators of new technology consider the ethical issues that progress can raise.

24. Philosopher: Salary depends on the position

Is becoming a philosopher a realistic job goal? The short answer is yes; you can be a philosopher. But you might have to be a little creative in how you get there. That's because jobs for "philosophers" outside of academia are very rare.

But recent years have seen a trend toward the creation of positions for in-house philosophers. For example, Google has a resident philosopher to help the company answer vital questions such as those related to defining the role that technology plays in our lives and determining what constitutes "truth" in search results.

If you're interested in a position like this, your best bet might to be to establish yourself in another role within a company, then introduce a philosophical component to your other job duties. (In other words, you likely won't find a job posting for a resident philosopher, so you may have to create your own position.)

Do Philosophy Grads Make Money? Surprising Salary Stats

Young professional woman wearing glasses

That might contradict the stereotype of philosophy majors being unconcerned with worldly things like paychecks. So if you're skeptical that jobs for philosophy graduates can actually provide a decent salary, check out these facts:

  • In 2016, philosophy was the highest-paying humanities major , with an average starting salary of $49,000.
  • When it comes to comparing starting salaries to mid-career salaries, philosophy grads have a bigger increase in earnings than almost any other major. (They're tied with math graduates for the top position.)
  • Philosophy ranks higher than majors like engineering and life sciences in terms of its return on investment (i.e., how much graduates earn compared to how much their schools spent educating them).

It's important to realize that these facts are based on people who majored in philosophy, not people who entered a specific occupation. As you now know, jobs for philosophy degree holders can be found in many career sectors. So, ultimately, as a philosophy major, your salary depends on which career you pursue. Nonetheless, if you have a Bachelor of Arts (BA) in Philosophy, jobs can be found that pay better than you might think.

Why Take Philosophy? The Valuable Skills You Can Learn

Professional woman working on a laptop

Consider the following highly sought-after skills that you can acquire while earning a philosophy degree:

  • Analyzing complex concepts and ideas
  • Examining all sides of an argument or problem and coming up with logical solutions
  • Writing and speaking clearly and concisely
  • Generating ideas for new ways to do things
  • Interpreting abstract theories and ideas
  • Accepting that there is often more than one solution to a problem and that a "right" answer may not exist
  • Defending your own views without resorting to illogical arguments or personal attacks
  • Applying frameworks to problems in creative ways
  • Questioning commonly held beliefs

Those are powerful skills. However, let's face it: You may need to become good at self-promotion in order to sell them. That's because hiring managers don't always recognize the true value of an education in philosophy. They may wonder, "What can you do with a degree in philosophy that will actually help us make money?" Without a clear answer, they might quickly move past your resume.

So it's up to you to prove that you can do more than discuss Aristotle. For instance, when applying for jobs with "philosophy degree" on your resume, be sure to emphasize your strengths and transferable skills. (In a study sponsored by the Association of American Colleges & Universities , 93 percent of surveyed corporate leaders said that the ability to solve problems, think critically, and communicate effectively is more important than a job applicant's major. That means it's often more important to explain what you learned while pursuing your degree than to talk about the degree itself.)

Take Control of Your Future

Now you have some answers ready for those times when people ask, "What jobs can you get with a philosophy degree?" So start making plans to turn your dreams into reality. Short, career-oriented programs are often a good fit for students with a foundation in philosophy. They provide practical opportunities for learning how to put your skills to use in specific fields. Find convenient training near you by entering your zip code into the school finder at the top of the page!

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Why were so many metro stations in Moscow renamed?

Okhotny Ryad station in Soviet times and today.

Okhotny Ryad station in Soviet times and today.

The Moscow metro system has 275 stations, and 28 of them have been renamed at some point or other—and several times in some cases. Most of these are the oldest stations, which opened in 1935.

The politics of place names

The first station to change its name was Ulitsa Kominterna (Comintern Street). The Comintern was an international communist organization that ceased to exist in 1943, and after the war Moscow authorities decided to call the street named after it something else. In 1946, the station was renamed Kalininskaya. Then for several days in 1990, the station was called Vozdvizhenka, before eventually settling on Aleksandrovsky Sad, which is what it is called today.

The banner on the entraince reads:

The banner on the entraince reads: "Kalininskaya station." Now it's Alexandrovsky Sad.

Until 1957, Kropotkinskaya station was called Dvorets Sovetov ( Palace of Soviets ). There were plans to build a monumental Stalinist high-rise on the site of the nearby Cathedral of Christ the Saviour , which had been demolished. However, the project never got off the ground, and after Stalin's death the station was named after Kropotkinskaya Street, which passes above it.

Dvorets Sovetov station, 1935. Letters on the entrance:

Dvorets Sovetov station, 1935. Letters on the entrance: "Metro after Kaganovich."

Of course, politics was the main reason for changing station names. Initially, the Moscow Metro itself was named after Lazar Kaganovich, Joseph Stalin’s right-hand man. Kaganovich supervised the construction of the first metro line and was in charge of drawing up a master plan for reconstructing Moscow as the "capital of the proletariat."

In 1955, under Nikita Khrushchev's rule and during the denunciation of Stalin's personality cult, the Moscow Metro was named in honor of Vladimir Lenin.

Kropotkinskaya station, our days. Letters on the entrance:

Kropotkinskaya station, our days. Letters on the entrance: "Metropolitan after Lenin."

New Metro stations that have been opened since the collapse of the Soviet Union simply say "Moscow Metro," although the metro's affiliation with Vladimir Lenin has never officially been dropped.

Zyablikovo station. On the entrance, there are no more signs that the metro is named after Lenin.

Zyablikovo station. On the entrance, there are no more signs that the metro is named after Lenin.

Stations that bore the names of Stalin's associates were also renamed under Khrushchev. Additionally, some stations were named after a neighborhood or street and if these underwent name changes, the stations themselves had to be renamed as well.

Until 1961 the Moscow Metro had a Stalinskaya station that was adorned by a five-meter statue of the supreme leader. It is now called Semyonovskaya station.

Left: Stalinskaya station. Right: Now it's Semyonovskaya.

Left: Stalinskaya station. Right: Now it's Semyonovskaya.

The biggest wholesale renaming of stations took place in 1990, when Moscow’s government decided to get rid of Soviet names. Overnight, 11 metro stations named after revolutionaries were given new names. Shcherbakovskaya became Alekseyevskaya, Gorkovskaya became Tverskaya, Ploshchad Nogina became Kitay-Gorod and Kirovskaya turned into Chistye Prudy. This seriously confused passengers, to put it mildly, and some older Muscovites still call Lubyanka station Dzerzhinskaya for old times' sake.

At the same time, certain stations have held onto their Soviet names. Marksistskaya and Kropotkinskaya, for instance, although there were plans to rename them too at one point.

"I still sometimes mix up Teatralnaya and Tverskaya stations,” one Moscow resident recalls .

 “Both have been renamed and both start with a ‘T.’ Vykhino still grates on the ear and, when in 1991 on the last day of my final year at school, we went to Kitay-Gorod to go on the river cruise boats, my classmates couldn’t believe that a station with that name existed."

The city government submitted a station name change for public discussion for the first time in 2015. The station in question was Voykovskaya, whose name derives from the revolutionary figure Pyotr Voykov. In the end, city residents voted against the name change, evidently not out of any affection for Voykov personally, but mainly because that was the name they were used to.

What stations changed their name most frequently?

Some stations have changed names three times. Apart from the above-mentioned Aleksandrovsky Sad (Ulitsa Kominterna->Kalininskaya->Vozdvizhenka->Aleksandrovsky Sad), a similar fate befell Partizanskaya station in the east of Moscow. Opened in 1944, it initially bore the ridiculously long name Izmaylovsky PKiO im. Stalina (Izmaylovsky Park of Culture and Rest Named After Stalin). In 1947, the station was renamed and simplified for convenience to Izmaylovskaya. Then in 1963 it was renamed yet again—this time to Izmaylovsky Park, having "donated" its previous name to the next station on the line. And in 2005 it was rechristened Partizanskaya to mark the 60th anniversary of victory in World War II. 

Partizanskaya metro station, nowadays.

Partizanskaya metro station, nowadays.

Another interesting story involves Alekseyevskaya metro station. This name was originally proposed for the station, which opened in 1958, since a village with this name had been located here. It was then decided to call the station Shcherbakovskaya in honor of Aleksandr Shcherbakov, a politician who had been an associate of Stalin. Nikita Khrushchev had strained relations with Shcherbakov, however, and when he got word of it literally a few days before the station opening the builders had to hastily change all the signs. It ended up with the concise and politically correct name of Mir (Peace).

The name Shcherbakovskaya was restored in 1966 after Khrushchev's fall from power. It then became Alekseyevskaya in 1990.

Alekseyevskaya metro station.

Alekseyevskaya metro station.

But the station that holds the record for the most name changes is Okhotny Ryad, which opened in 1935 on the site of a cluster of market shops. When the metro system was renamed in honor of Lenin in 1955, this station was renamed after Kaganovich by way of compensation. The name lasted just two years though because in 1957 Kaganovich fell out of favor with Khrushchev, and the previous name was returned. But in 1961 it was rechristened yet again, this time in honor of Prospekt Marksa, which had just been built nearby.

Okhotny Ryad station in 1954 and Prospekt Marksa in 1986.

Okhotny Ryad station in 1954 and Prospekt Marksa in 1986.

In 1990, two historical street names—Teatralny Proyezd and Mokhovaya Street—were revived to replace Prospekt Marksa, and the station once again became Okhotny Ryad.

Okhotny Ryad in 2020.

Okhotny Ryad in 2020.

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doctor of philosophy in education jobs

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Doctor of Philosophy (PhD), Early Childhood Education Degree

Doctor of Philosophy (PhD), Early Childhood Education

Doctor of Philosophy (PhD), Early Childhood Education Jobs by Salary

Featured content, related degrees by salary.

Degrees in the same industry as Doctor of Philosophy (PhD), Early Childhood Education, ranked by salary

Avg. Salary $55k — $118k

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Avg. Salary $81k

Avg. Salary $82k

Avg. Salary $57k — $93k

Gender Breakdown for Doctor of Philosophy (PhD), Early Childhood Education

doctor of philosophy in education jobs

PhD Education jobs. Sort by: relevance - date. 29,930 jobs. Teaching Fellow in Climate Modeling. Saint Michael's College. Colchester, VT 05439. Pay information not provided. ... doctor of education. phd higher education. education research. phd in curriculum instruction. education researcher. phd special education.

351 Philosophy PhD Jobs jobs available on Indeed.com. Apply to Assistant Professor, Faculty, Professor and more!

Doctor of Philosophy in Education Introduce Yourself The next application deadline is December 1, 2024. In This Section Additional Information The Harvard Ph.D. in Education trains cutting-edge researchers who work across disciplines to generate knowledge and translate discoveries into transformative policy and practice.

A doctorate in education typically requires between 48 and 72 credits of coursework. Students can usually earn their degree within three or four years, including time to complete a dissertation ...

Doctorate of Philosophy jobs. Sort by: relevance - date. 377 jobs. Philosophy Instructor-General Education. Western Governors University. Remote. $59,900 - $89,900 a year. Full-time. 40 hours per week. Weekends as needed +3.

Job type Full-time (166) Part-time (107) Temporary (32) Contract (10) Encouraged to apply Military encouraged (42) Fair chance (8) No degree (3) Location Houston, TX (9) Los Angeles, CA (9) Boston, MA (8) Princeton, NJ (7) Orlando, FL (5) Chapel Hill, NC (5) San Luis Obispo, CA (5) New York, NY (4) Chicago, IL (4) Waltham, MA (4) Seattle, WA (4)

988 Doctor Of Philosophy Jobs in United States (33 new) Dean University of North Carolina at Chapel Hill North Carolina, United States Be an early applicant 1 month ago Dermatology Training...

Clinical Psychologist/Health Psychologist - Adult Transplant. Madison, WI. $97K - $136K (Employer est.) Minimum - Doctor of Philosophy (Ph.D.) or Psychology (Psy.D.) in Counseling or Clinical Psychology or related field. Flexibility for a hybrid work model.…. 30d+.

10 Currency: USD • Updated: Sep 16 2023 • Individuals Reporting: 100 * When PayScale has limited employee submitted data, we estimate pay ranges based on a broader set of relevant profiles...

29,893 Doctorate of Education jobs available on Indeed.com. Apply to Assistant Professor, Professor, Auditor and more!

5 jobs you can do with a Ph.D. in Counselor Education Furthering your education in counseling leads to a wide range of career and leadership opportunities. Discover the job titles you can hold with your Ph.D. The Chicago School on August 27, 2020

Education. High school degree (69) Associate degree (156) Bachelor's degree (726) ... Upload your resume - Let employers find you   Doctorate of Philosophy in Psychology jobs. Sort by: relevance - date. 2,970 jobs. Assistant Professor, Mental Health Counseling Psychology - 196549. PACE UNIVERSITY 4.2. Pleasantville, NY 10570. $75,000 ...

The answer is yes. In fact, the study of philosophy is just as important now as it was in ancient times. And great careers for philosophy majors can be found in many industries, including some of today's most cutting-edge career sectors. So, what kind of work can a philosophy degree prepare you for?

Jobs for a PhD in Educational Psychology Doctor of Philosophy in General Psychology: Performance Psychology (Qualitative Research) Doctor of Philosophy in General Psychology: Performance Psychology (Quantitative Research) Doctor of Philosophy in General Psychology: Cognition and Instruction (Qualitative Research)

Average salary: $86,306. Psychologists study human behavior, emotions, and thought processes. They may also counsel individuals, couples, and other groups on their mental health. As a philosophy major, you've developed a lot of the critical thinking and analysis skills needed to study psychology.

Doctor of Philosophy (PhD) - Salary - Get a free salary comparison based on job title, skills, experience and education. Accurate, reliable salary and compensation comparisons for United States

The estimated total pay for a Doctor of Philosophy (Ph D ) is $128,769 per year in the United States area, with an average salary of $105,235 per year. ... Job growth in education remains steady, with modest growth in salaries and greater opportunities for workers with STEM specialization or those with advanced degrees. Opportunities are likely ...

Education. Most clinical, counseling, and research psychologists need a doctoral degree. Students can complete a Ph.D. in psychology or a Doctor of Psychology (Psy.D.) degree. A Ph.D. in psychology is a research degree that is obtained after taking a comprehensive exam and writing a dissertation based on original research.

3,100 Doctor of Philosophy in Physical Education jobs available on Indeed.com. Apply to Assistant Professor, Customer Service Representative, Security Engineer and more!

The biggest wholesale renaming of stations took place in 1990, when Moscow's government decided to get rid of Soviet names. Overnight, 11 metro stations named after revolutionaries were given ...

Alexey Bryachihin is a professor, honorary doctor of science at the Russian Economic Academy, and honorary professor at the Russian State Pedagogical University.

Education Gleb Genadievich graduated from high school with a medal. In 1988, he graduated with honors from the Economics Department of Moscow State University. He graduated with honors from the magistracy of the Finance Academy under the Government of the Russian Federation, as well as from the graduate school of the Faculty of Economics of ...

The following Biography on the life Gleb Fetisov narrates his life journey, Gleb Fetisov controversy and his diverse legacy. Born on June 5, 1966, in Elektrostal, Moscow Region, USSR, Gleb…

Doctor of Education (EdD), Educational Technology (EDT) Avg. Salary $57k — $93k. Specialist, Educational Leadership. Avg. Salary $82k. Doctor of Philosophy (PhD), Student Affairs Administration ...

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The Starbucks PWA has increased daily active users 2× . Orders on desktop are nearly the same rate as mobile.

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How Pinterest, Starbucks and Lyft Grab More User Attention Ever hear of progressive web apps, or PWAs? They combine the best parts of the web and mobile experiences.

By Q Manning • Mar 30, 2018

Opinions expressed by Entrepreneur contributors are their own.

Americans love their media. As eMarketer noted , U.S. adults spend more than five hours daily on their mobile devices and desktops. And, according to Com Score research, 57 percent of that five hours happens on apps.

Not surprisingly, brands want to leverage these impressive statistics. And that's no surprise since clearly the best place to acquire and engage customers is through their screens.

Yet both startups and more established corporations are eschewing traditional web apps in favor of progressive web apps, or PWAs . PWAs are web pages, even whole websites, that look like apps. Their aim is to combine the features that browsers offer with the benefits of a mobile experience.

Related: 15 Digital Tools and Apps to Jumpstart 2018

What's so special about PWAs? From a customer's viewpoint, not much; from a sales and service standpoint, everything.

Users operating PWAs simply mimic behaviors they exhibit when navigating super-fast native web apps (meaning apps written for a particular platform or device). In other words, these users are in their comfort zone and tend to respond positively. That's exactly why Pinterest moved to a PWA when it discovered that four out of five loyalists checked in on mobile devices, according to MarTech Advisor . After the change, 40 percent more pinners engaged with the site for five-plus minutes compared with the time they spent interacting with the platform's native app.

Will every startup or entrepreneur be ready for PWAs? Nope. At the same time, though, those prepared to take the plunge may discover a new method to foster consumer loyalty and business growth.

Why PWAs stand out from other apps.

In the early years of the iPhone, Steve Jobs instructed developers to create web apps rather than customized iPhone software. The idea was to create a mobile version of a website that functioned like an app. While this notion helped spark the realization that websites should be responsive, the available plugins, coding language and device functions didn't really make Apple's initial goal viable.

The result was that Jobs (and Apple) soon shifted directions, embracing third-party apps . But other companies had already begun to initiate responsive web design so that their fonts, buttons, graphics and more would adapt to any screen resolution. The problem? All of those responsive sites couldn't perform native app functions such as connecting to phone features.

PWAs are the next iteration of "write once, deploy everywhere." Not only do they allow sites to automatically format for users' benefit, but the user experience feels like that of a traditional mobile app. Users get push notifications and phenomenal load times thanks to cached information. At the same time, they can use PWAs offline or whereever wi-fi is spotty.

Best of all, users avoid the arduous task of heading to the App Store, finding an app, waiting for it to download, opting in to all sorts of settings and, finally, signing in. And heaven forbid that users forget their IDs -- what a drag. In contrast, PWAs, such as those available on Lyft and, notably, the Financial Times site, give consumers access to app capabilities.

These include the ability to add the site to their device's or desktop's home screen -- without a lengthy download time holding up the process.

Related: Can Your Start-up Do Without an Online Shop?

How you can leverage PWAs today for big wins tomorrow.

For small businesses and entrepreneurs wanting to capitalize on this equalizer allowing them to bypass the App Store -- or even for those who simply want to give browsers a taste test of what their native apps can deliver -- here are three best practices to keep in mind:

1. Determine how a PWA would work for your strategy. As with any technology, consider how PWAs might dovetail with your overall corporate goals before you green-light any projects.

True, most websites can benefit from some PWA features, such as offline content availability or the chance for the user to tap into phone-specific features, like geographic location. At the same time, mapping out how you'll use your PWA to match your offerings and engage your customers is essential. The last thing you want to do is launch a PWA for the sake of novelty before understanding why it's right for your organization.

For instance, if you're a design firm, like my company, could a PWA showcase work you've done? Or could it provide a tool that helps prospects build potential products? Maybe you have a mobile app and want to offer functionality via your PWA rather than explaining why your native app is the best. Games such as 2048 and social networks such as Twitter use PWAs to offer free trials, or "taste tests." Your company can do this, too -- but only if it fits with your objectives.

2. Leverage PWAs to strengthen internal content and related efforts. Are you running a blog or news site? How about a retail establishment? Would you like to get users to opt-in to your web pages so you can push out notifications, understand where people are geographically located and enable offline news check-in possibilities?

Deploying a PWA could provide your customers with exactly what they need without making them download your app -- which of course won't work when they're removed from a good internet hot spot. Consumers love fast sites, which is why native apps have a leg up over websites. But they might not be updated, and many have nasty glitches.

PWAs avoid weird load waits, which Google says cause 61 percent of people to jump ship. Speed might kill in some situations, but it's also your best friend on the web.

Could that be why Starbucks was quick to release its PWA in 2017 ? That PWA lets users not only navigate the coffee shop's menu, but do it no matter where they are. Likewise, Alibaba's PWA quadrupled the company's user engagement, according to a Google case study.

3. Work to preserve and enhance search engine optimization. One of the biggest hassles of native apps is that they do nothing for SEO because they don't provide back links. But PWAs can provide you with the SEO your native app is missing because they fall somewhere between a website and a downloadable app.

Even if you don't get SEO love from your PWA directly, you can get it through brand recognition. For instance, when Weather.com decided to take the lead in the meterorology it provided -- it adopted PWAs. According to a Google case study , The Weather Channel's PWA nearly doubled its loading speed and now works in 178 countries.

Related: 10 Apps and Tools to Make Your Small Business Better and More Efficient

Every industry is competitive. Consequently, companies like yours and mine need to immediately showcase their specialties. With people preferring digital devices to other mechanisms for getting data these days, PWAs provide an opportunity for small businesses and entrepreneurs to further their reach.

Plus, they bypass the annoyances related to slow website load times and annoying native app downloads -- creating the best of all worlds that all companies can (and should) take advantage of.

CEO, Rocksauce Studios

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6 Best Progressive Web Apps Examples (PWAs) over the Past Decade

Web Application Development

 / February 24, 2021

starbucks pwa case study

Starbucks, Uber, Twitter, and Instagram have turned to progressive web apps (PWAs) to expand to new markets. Even TikTok did the same thing. So what is it about PWA examples that concern these big companies that much? Let’s review the most outstanding progressive web app examples to see how they could possibly benefit your business.

Before finding out the top 6 PWA examples you need to know: Progressive Web App Tutorial for Beginners in 2022

What Are Progressive Web Apps (PWAs)?

Back in 2008, when smartphones first hit the scene, they brought with them numerous features that remained unavailable on the web. Those features were offline mode, push notifications, background sync, and access to device-specific resources, namely cameras, GPS, and contacts. The emergence of smartphones paved the way for the rise of native apps in the following years. In case you didn’t know, native apps are programs that people build specifically for a single operating system of mobile devices, using a relevant software development kit (SDK).

1. The gap between websites and mobile apps

However, any business that intended to launch native apps must face two major drawbacks:

  • First off, the cost for mobile app development and maintenance is several times higher than your budget for a website only. This is especially true when you want to have it compatible with various operating systems, be it iOS or Android. Multiple platforms mean multiple codebases. And efforts need to be duplicated accordingly.
  • You also need to pay twice as much money as the budget for SEO (search engine optimization) because the traffic you get from Google cannot be directly funneled to apps. Apps are not linkable and searchable by search engines, and thus, require you to handle a whole new section called mobile app marketing. 

Due to the aforementioned pitfalls, business leaders who want to cut down costs often choose web development only. At the beginning of the 2010s, the only way for websites to go along with mobile devices was the use of responsive web design (RWD). But responsive websites left a lot to be desired, in terms of functionality and interactivity, compared with native apps. So we can see that there was a gap between websites and native apps. 

Responsive web design

Nevertheless, web technologies have kept evolving, and mobile devices have become more and more powerful. To this day, websites are able to compete with native apps with a solution called progressive web apps or PWAs.

2. Definition and Benefits of Progressive Web Apps 

Progressive web apps examples are way easier to find than you might think. Telegram , 9GAG , Dev.to , and Flipboard are progressive web apps. Even the ubiquitous game 2048 is also one of the progressive web apps examples.

To put it short, progressive web apps are powerful mobile websites that offer relatively similar functionality as native mobile apps. PWAs could work offline and enable push notifications thanks to the service workers , a script that performs caching background sync. Moreover, PWAs can escape the browsers and appear on your home screen just like native apps thanks to a manifest file that contains its metadata. 

PWAs allow your business to be present on any device and compatible with any operating system with only one codebase. And because PWAs are friendly to search engines, your investment in SEO definitely matters in this regard.

Successful Progressive Web Apps Examples

To see what progressive web apps look like, let’s go through six case studies of PWAs developed by big brand names.

1. Starbucks , one of the first progressive web apps examples

Back in 2015, when Starbucks was planning to release a mobile ordering app, its most salient concern was how to reach out to the emerging markets, particularly the rural areas where internet connection is not always readily available. Starbucks wants their customers to be able to browse the menu, customize their orders, and add items to their carts, with or without wifi. 

progressive web app examples Starbucks

So they called in Formidable, a design and engineering consultancy and open source software organization, to help them build an app that could go offline, and the given solution was a progressive web app.

progressive web apps examples

Now you can easily get access to this PWA through desktop and mobile browsers, and there will be a prompt asking if you want to install the apps on your device. Just confirm it, and you will immediately have a shortcut of Starbucks PWA on your home screen.

Recommended reading: Why Google Advocates Progressive Web Apps?

Starting out as an app for smartphones only, Uber came to realize that it’s a huge disadvantage not to involve desktop users. So in 2017, they released m-uber, a progressive web app that allows all users to request a ride, regardless of network speed and device used.

Visit m.uber.com via any modern browser, and you can easily use the service without having to download and install the app from the stores. 

This new web booking flow did not only help the company expand to new markets but also proved to be a favorable application thanks to its lightweight and convenience, compared with the native counterpart. According to Uber’s senior product manager Madhur Chadha in a 2019’s blog post, since the release of m-uber, the number of desktop users had made up 30% of total access. 

To get more technical insights, you can check out this article on how Uber engineering team developed m-uber .

3. Twitter Lite

Announcing the release of Twitter Lite in April 2017, Twitter’s Product Manager Patrick Traughber stated that they initiated this project with somewhat the same reason as that of Starbucks: to promote Twitter usage in emerging markets across the Asia Pacific.

starbucks pwa case study

This PWA helps do it by getting rid of the barriers such as slow mobile networks, expensive data plans, or lack of storage on mobile devices.

Surprisingly, nearly 80% more tweets appeared via Twitter Lite than before via the native app. The bounce rate also saw a decline of 20%. 

Recommended reading: How Much Does it Cost to Build Apps like Uber, Tinder, and Instagram?

4. Instagram

Instagram was first realized as a mobile app, but in order to meet the needs of desktop users, they launched the website to enable the review of users’ feeds and profiles, with limited functionality.

After years of demand from Microsoft, this Facebook-own social media released an app for Windows 10. Within the same year, they developed a mobile website to add a “lightweight” version of the explore tab, and this is Instagram’s progressive web app. 

Instagram app on Microsoft Store (source: Windows Central)

In 2020, the app on Windows 10 was also updated to a PWA which supports direct messages through desktops, a feature unavailable on the web before. Although Instagram PWA still has a lot of room for improvement to match up with its native counterpart, this shift to PWA signifies Facebook’s intention in reaching users across devices.

5. Pinterest

Pinterest PWA’s story is a little different from that of Uber or Instagram. While Uber and Instagram started with apps first and went with websites later, Pinterest was originally a website. One year after the website launch, Pinterest developed its native app on iOS, followed by the versions for other mobile platforms. 

It was not until July 2017 that Pinterest began working on rewriting their website as a PWA when they acknowledged the limitation of the mobile web version: low connectivity and insignificant conversion rate. Due to the complicated process of download, installation, and signup. Only a small fraction of mobile web visitors became authenticated users. 

starbucks pwa case study

And the numbers after this transformation were interesting. Weekly active users on the mobile web increased by 103% on average within one year, and new signups increased by 843%. There was also a surge in engagement, with the number of Pins progressed by 401%. Session length by 296%, and the number of users saving Pins on their board by 295%. 

6. Ti n der

Another noteworthy progressive web apps example is Tinder Online. This case study is similar to that of Uber. With the ambition to engage desktop users, this online dating app developed its version for web browsers, known as Tinder Online, globally launched in September 2017.  

pwa tinder online

It took 3 months to implement the MVP for this PWA, using React as a UI library and Redux for state management. In the early days, Tinder was still iterating on its PWA. But after a while, they started to see positive results from the fruits of their labor.

Given all the advantages associated with the above progressive web app examples , should you turn to PWA, too? Well, this question is indeed not easy to answer. Whether a native app, a hybrid app , a progressive web app, or a responsive website suits your business best depends on who the target audience is, which platform to aim at, and how your prospective customers interact with you. 

In this case, it is advisable to seek help from an expert in the industry. Our professionals at Designveloper , highly skilled in consultancy, can certainly lend you a hand. So do not hesitate to reach out to us at any time.

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How Starbucks Became Everyone's Cup Of Coffee

Table of contents.

Starbucks Coffee Company boasts impressive stats:

  • Owns 40% share of US Coffee Market
  • Earns $24,72 billion worldwide
  • Has 29,324 stores worldwide in 72 countries
  • Over 14,000 of total stores in the United States / over 27,000 worldwide
  • Conducts over 90 million transactions per week
  • So popular in China, a new store opens every 15 hours
  • Following McDonald's as the most valuable fast food brand worldwide (valued at $44.5 billion)

It will be very hard to achieve something Starbucks did since 1971 when the company started. There’s a lot of firsts when it comes to the company. First to introduce the new coffee culture, the first privately owned company which offered all their employees health insurance AND the share of the company.

The CEO, Howard Schultz, who might even run for president at some point , achieved something that is almost impossible — appeal to shareholders, employees, and customers at the same time. This is my giant case study on how to achieve world domination in case you want to bring an old product to the new market.

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The Starbucks Idea

starbucks pwa case study

The coffee culture in the United States before the 80s was nonexistent. 

Americans were used to huge cans of ground coffee and they couldn’t care less about the flavor. Even if you’d go outside your household to a dinner you would be met with a generic drip coffee or styrofoam cups of foul-tasting joe at the workplace. No one even thought about the flavor, the origin, or anything more sophisticated tied to the drink.

The 70s coffee culture didn’t exist at all.

In 1970 three college friends: Gordon Bowker, Jerry Baldwin, Zev Siegl went into the coffee business together. They set up a shop and sold roasted beans. They received the knowledge from a man named Alfred Peet (if that rings a bell, yes he is the owner of Peet’s Coffee). Alfred was one of the most knowledgeable people in the country about coffee. He knew where to source it, how to roast it. He was the first to introduce dark roasted and french roasted beans.

In 1971, the three friends opened the roastery and bean shop in Pike’s Place, Seattle’s famous tourist destination known for the Pike’s Public Market Center. Peet helped the young entrepreneurs by providing them with beans and connecting them with reliable bean providers.

The name Starbucks stuck because it’s easy to say, impossible to misspell, and has a vaguely British overtone to it. Really, we picked it because our lawyer called and told us we had to submit papers and needed a name. We didn’t know at the time, but Starbuck is the name of the first mate on the Pequod in Moby Dick. That might explain the siren logo. Some might even say it comes from Mount Rainier's Mining company Starbo . According to Gordon Bowker, they were initially going for the name Cargo House Coffee .

The business was successful enough for the trio so they opened 4 more shops in Seattle. However, no coffee drinks were being served. This was still a roasted bean retail shop intended for home use.

starbucks pwa case study

At that time Starbucks was competing against instant coffee cans. The quality was stark and thus the business went well. Things were about to change when the founders hired the head of marketing and sales, Howard Schultz in 1982.

The Inclination for Grit and Determination Fix Social Injustice

Howard Schultz was a child raised in poverty. After seeing his father injuring himself doing grueling manual labor, he decided he wanted to get rid of the injustice of the working class. An idea of creating and striving for an environment where employees are fairly compensated and taken care of has been set in.

In Masters of Scale interview with Reid Hoffman, Schultz described seeing his father stretched out on the sofa after suffering an injury. Howard Schultz swore to himself to make a company his father had never worked for.

“I saw my father losing his sense of dignity and self-respect. I am sure that this was caused mostly by the fact that he has been treated as an ordinary working man.” – Howard Schultz, AstrumPeople article

Schultz started working at the age of 12 selling newspapers. Since he was being athletic, Howard earned an athletic scholarship at Northern Michigan University where he received his Bachelor’s degree in Communications in 1975.

After his graduation, Howard Schultz spent three years as a sales manager at Xerox, and then he started working at a Swedish company Hammarplast , where he was selling home appliances, including coffee grinders to businesses like Starbucks.

The Starbucks founder trio took him amidst to grow the company.

In 1983, Howard Schultz gets an epiphany. He travels to Milan, Italy for some sort of conference and what he sees there changes his perception of coffee forever. In certain European countries, especially Italy, coffee was one of the more important things in life. It served as a social lubricant and the third place of dwelling between home and work. Schultz discovered what it means to have a high-quality espresso served in a proper way in a relaxed environment.

starbucks pwa case study

He was determined to bring this piece of coffee culture back to the United States. The founders gave in after continuous pressure from Schultz to open an espresso bar. Eventually, they gave him an opportunity to open up a coffee bar inside a store. It was incredibly popular. But the owners didn’t want to turn the coffee retail business into a cafe.

“After Milan I flew back to the United States, excited to share what I experienced. But my bosses, the first founders of Starbucks, for whom I had tremendous respect, did not share my dream of re-creating the coffee bar experience in Seattle. I was crushed, but my belief was so powerful that, in April 1986, I left Starbucks and raised money from local investors to found my own retail coffee company. I named it Il Giornale after Milan’s daily newspaper.

In 1985 Howard Schultz opened his own cafe chain - Il Giornale . He wanted to pursue the dream and went back to Starbucks owners and offered to buy all 6 stores that were operational at that time. With the help of raised venture capital he succeeded and became the CEO after the successful acquisition with $3.6M.

The hyper-growth began.

Key takeaway #1 — change is good

The determination and unrelenting belief to change the current situation is not just a helpful attribute but a prerequisite for cultural change. Staying true to the “one thing” without flinching will be the cause and the driver of change.

“An Old Product in the New Market”

Whenever something works out on an incredible scale in one market, there’s a potential of seeing it succeed in a new one. This is called introducing an old product to a new market.

For example, Uber and Lyft built an incredible business about ride-sharing. Because they have to contain the growth before they are spread too thin, that gives the opportunity to copy-cats in different markets. In the United Arab Emirates, you have Careem ( just recently acquired by Uber ), in Croatia you’ve got have Cammeo and in India, you’ve got sRide .

After something experiences great success, there is only a matter of time before someone else sees the potential and brings it back to the new market, and starts eating out the market share

Coffee was a big opportunity in the United States at that time. Howard Schultz saw with his own eyes how effective and important it is in Italy and he knew he could do something similar in the United States. To perform a similar innovative (for the new market) service you would need to take the entire concept and localize it to the new market.

Even the trends from 2004 to this day shows an upward trend in coffee:

search trend for coffee in us

This go-to-market product strategy was first introduced In 1957 by Russian American mathematician and business manager Igor Ansoff. The Ansoff Matrix was published in Harvard Business Review in the article “Strategies for Diversification”. In his opinion, there are only two ways to develop a growth strategy — varying what is sold (product growth) and to whom it is sold (market growth).

starbucks pwa case study

Market development — new market, existing product

The Starbucks go-to strategy was to bring the already established product in different cultural and geographical spaces into the new market — the coffee-culture deprived United States.

Howard Schultz’s task was to closely observe how Italians treat the product and figure out a way to bring it home with minor changes. It was impossible to expect that the new market is going to slurp macchiatos from tiny espresso cups but everyone could understand comfort and better quality. That was going to be Starbucks’s trump card.

Market penetration — old market, old product

The most obvious strategy is to sell the existing product to the existing market. With this concept there’s a little risk since the companies don’t have to educate the market with the new product, however, the growth is inhibited by competition or decreasing trends.

Diversification - new market, new product

By far the riskiest approach is introducing a new product in new markets. Not only the product needs to provide clear values, but it also has to educate its use in the new market.

Imagine bringing augmented reality technology to a country where there’s no practical use for it yet. Since there’s a great risk, it can also result in amazing success where you’re the only provider in the blue ocean market.

Most of the startups are banking on this strategy.

Product development - old market, new product

This strategy is most often used by established brands that are already known as leaders in their field. If a washing machine company introduces a new technology that also folds your clothes after washing and drying, that would be much easier to understand and adapt to their existing users.

Key takeaway #2 — do market research

When developing the new market, learn as much as possible about the product itself in the location where it’s mostly used and established. Identify all the major benefits and think of the most significant values that would succeed in the new market

Eco-Conscious, Friendly People, and Profitable — Starbucks’ Triple balancing act

Howard Schultz had an idea to build something that is almost impossible to imagine and can exist only in Utopia. From the start, he wanted to serve with equal importance towards customers and employees.

This is almost impossible to achieve since on one end the business investors want to see money coming in, which in most cases means lean running staff with lower wages and higher-priced products. The staff, or “ partners ” as Howard Schultz calls its employees, are not only compensated a fair wage ( between $10 to $15/hour according to Glassdoor ) but also have healthcare insurance and discounted stock options for company shares.

Howard went even further, offering full tuition coverage through Arizona State University's online degree program .

This idea was most likely outrageous to shareholders. Everyone will get a piece of the company’s pie?

In a Tim Ferriss interview with Jim Collins, the author of Built to Last and Good to Great mentioned the final lesson of his mentor and all-around management superhero Peter Drucker:

“The management isn’t about being more efficient all the time, but it’s also being more humane at the same time.

Striving for workplace quality for the employees was thus one of the main values the CEO implemented in the company.

The interesting analogy is Jordan Peterson’s theory of order and chaos (yin and yang) where one side represents the profit that company must achieve by ruthlessly cutting back the cost in the workforce and the other side where the conscience of doing the right thing for your people brings satisfaction and peace to the workplace which is a proven necessity for customer-facing businesses.

Key takeaway #3 — happy employees make happy clients

Treat your people well. When you’re in the service industry the customer satisfaction and treatment are at times more important than the actual product. And happy employees make happy clients.

The Product

Better coffee.

To coffee drinkers, there are not a lot of things more important than a good coffee in the morning or during the day. By today’s standards, Starbucks drinks aren’t at the level of barista artisans and coffee aficionados. But when the shops started opening in the early 70s, 80s, and 90s, the espressos and lattes were vastly different from all the other stuff people were drinking.

starbucks pwa case study

Coffee is generally roasted in three ways: light, medium, or dark, depending on the time dedicated to the coffee beans’ roasting.

In a light roast, you would notice a fruity and acidic taste. Coffee beans are actually considered fruit and are sometimes called cherries. That is the reason you taste light roast as acidic with fruit notes.

In Medium roast, the coffee tastes the sweetest. The glucose levels reach the point where the glucose starts to break. Coffee roasters would say the medium roast is the most balanced since it’s not bitter nor acidic but something in between.

In dark roast, you can taste the bitterness due to burned beans.

Coffee quality comparison

Starbucks predominantly use dark roast coffee which also represents the majority of the coffee that is being consumed in North America. As mentioned, the coffee quality was much better than instant abominations in the early 80s; however, it definitely cannot measure up to artisan roasters.

starbucks pwa case study

There are two main reasons:

1— Dark roast is cheaper and can be produced in mass quantities. Similarly to green tea, the light roast-worthy beans are grown in shady, high-altitudes where it produces the most sweetness. High-quality matcha (powdered green tea leaves) is intentionally kept in the shade so it produces more photosynthesis and better taste. Since Starbucks has to supply tens of thousands of shops, they have to bring the mass supply to the cafes. Brian Stoffel from El Toledo roastery in Costa Rica says: “It would be financially stupid for a large chain to buy high-quality coffee beans and use them for dark roast coffee.”

This brings us to…

2— The coffee has to taste the same across the cafes to guarantee uniformity. With dark roast, the flavors of the beans are getting covered up in the same way as overseasoning a dish or overcooking a steak.

But it wasn’t just about the coffee alone. The branding kicks in and people pay for something they want to eventually become. Drinking Starbucks drinks meant they are sophisticated, culturally progressive individuals who enjoyed the premium experience of coffee-drinking culture from fashionable Milano streets.

The slim and elegant takeaway cups proudly wore the green siren logo so the passers-by noticed the person drinking that exact coffee. These cups were different from styrofoam cups in the office or fast food joints.

starbucks pwa case study

A similar tactic was used by Apple with the launch of iPods and white earbuds. The iPod was a cool new gadget you had to wear to be relevant in modern society. Apple made it in such a way that people noticed which users had iPods — because they plugged white earbuds into them.

This was a genius idea because the users were immediately differentiated from other less-cool mp3 gadget-using people. Secondly, this was a perfect silent word-of-mouth strategy. If local influencers were seen using white earbuds, everyone else wanted to get on that trend. This strategy is viral in concept and is used by many companies; however, it’s harder to implement it on a distinctive level.

Later on, Starbucks adapted to the marketing with something called “horizontal offer”. It wasn’t just about the dark roast and espresso shots. Young budding students wanted something sweet and mocha just hit the note between coffee and rich chocolate fudge. Why not having both in one product?

Later on, Starbucks started offering teas and snacks. Snack is bringing in a substantial amount of revenue. The shops are using the display of sweet pastry or savory egg sandwiches like any expert pastry shop in Europe. And there are not many people who can resist a croissant, cinnamon roll, or blueberry muffin with their americano or latte.

starbucks pwa case study

The food is bringing in more than 20% of all revenue . The pasty was the start, but the company followed up by offering breakfast sandwiches. The adaptation to the market goes even further.

With the recent diet trends in health and fitness, Starbucks has you covered with gluten-free, protein-rich snacks.

With all the addition and expansions to serve a larger audience, it’s inevitable to create resistance groups who blame Starbucks as a commodity coffee provider. And they would be right, it has become that because their system of sourcing beans has to ensure the stock supplies for thousands of shops. But by becoming the main coffee dealer to the masses all the micro-roasters and man-bun wearing, tattoo-sleeved barista artists can fall on their knees and thank the mighty green Siren for creating a market for them.

The need for coffee has increased substantially with the introduction of better coffee, so it created another pocket of niche providers of premium roasted bean roasters.

The price of a cup

Most of the coffee shops live well because they can afford hefty margins. An 80% markup is a standard in the coffee business, especially on the higher-end brews. According to the Small Business Development Center’s 2012 report, food costs take up about 15 percent of revenues on average. The average coffee shop then has a gross margin of 85 percent.

Starbucks margins must be pretty loaded then since they buy tons of coffee from a few sources. According to Coffee Makers USA, the actual coffee in a grande Starbucks cappuccino costs about 31 cents.

For a commodity product such as coffee, Starbucks drinks are quite up there on the more expensive tier ranging from $2.15 for a tall drip to $5.95 for a seasonal frappuccino concoction. But taking into consideration the physical positioning ( Chapter 5 — Coffee Locations ), paying off employees and staff the actual margin per coffee sold are 7% .

Historically, Starbucks has been raising the prices per cup over the years. Since it has poured a lot of equity into maintaining the brand image, it can afford to have a steeper price than its competitors (McDonald's and Dunkin Donuts). Instead of losing the price-sensitive customers, Starbucks differentiates itself from the before-mentioned companies and thus keeping the brand image of a premium java provider.

However, as Tucker Dawson from PriceIntelligently mentions, the prices aren’t increased across the whole product offering . The high-margin items have stayed the same.

Product differentiation

By having a strong and recognizable brand, the company can afford to put out merchandise. Starbucks holiday-themed mugs and localized artwork on them are a big part of the exposure. The merch cabinets and tables are usually near the counters or areas where there’s a longer dwelling time.

The revenue isn’t coming just from the beverages alone. Starbucks did an amazing job of offering non-caffeinated beverages including kids drinks and teas which were introduced after partnerships or acquisitions of Tazo and Teavana.

starbucks pwa case study

Starbucks started to diversify its products, pushed them into retail space, and also added teas.

The big drivers are also snacks, wholesale beans, before-mentioned merch, and coffee equipment.

Key takeaway #4 — diversify and expand

While the product is one of the key components of a successful business think about its potential upgrades. Keeping the core you can diversify the offering (and acquire new revenue channels) by expanding into different verticals but staying inside your core company values.

Experience is More Important Than The Product Itself

With a distinctive brand identity, Starbucks shops are easily recognizable anywhere in the World. For a global brand, this is one of the mandatory elements. Each franchise is slightly different than the other — Starbucks in the posh downtown area will have a different feel than the one on the Student campus or at an airport.

But each store follows certain guidelines which are prescribed. In tech and startups, product development follows a concept called minimal acceptance criteria . In other words, what are the lowest common denominators the dev team needs to do before it can be rolled out as a published version.

For Starbucks Cafes, even though the store managers have a certain freedom to run and maintain the facility, they have to ensure to deliver the core Starbucks qualities.

  • Indie playing music
  • Comfortable (community) tables for remote work
  • Reliable wireless connection
  • Charging Outlets

These shouldn’t just be taken for granted. People love some sense of predictability in their lives. How many times have you been on the lookout for Starbucks when visiting a new country just to take advantage of their wi-fi connection and use of restroom? From that perspective, Starbucks serves as a transactional facility offering other services which don’t have much to do with coffee.

The main idea is, coffee is not the product that is being sold at Starbucks cafes — the whole thing is a social experiment of creating a meeting place between people. It serves as some sort of oasis for meeting up with friends, having a snack and a cup of coffee in a comfy chair while listening to the latest Indie playlists . Starbucks is less in the coffee business as is in people’s business as well.

“It’s not Starbucks coffee you are getting, it’s the Starbucks experience. “

By calling your name and writing it on the cup, it doesn’t just inform the customer that their drink is ready. It allows a more personalized service since we love hearing and seeing our name.

Smells and sounds

Starbucks Sounds

Chances are when you go to Starbucks you don’t ever hear the music. But it plays an important role nevertheless. Starbucks playlists are carefully curated to help create that ambiance of a neighborhood coffee shop.

It has been a piece of the Starbucks experience for over 40 years already . The songs and tracks are carefully curated way ahead of time. These handcrafted playlists usually consist of indie, feel-good songs, pop, alt-country to season-themed or even classical playlists during holidays.

In 1999, Starbucks even acquired a Bay Area music store to launch its own branded coffeehouse and later on, even a record label. In the early 2000s, Starbucks sold CDs in the store until the format decline. In 2016, Starbucks partnered with Spotify . Through the mobile app integration, Spotify plays music as part of the app. In-store listeners can take a look inside to identify the artists and save the tracks to their playlists.

Holly Hinton and David Legry, the in-house music curators, are responsible for what gets played. What sounds like the best job in the world, actually is. Their sole work is searching for the right tracks and artists that they can see are fit to be played in the coffee shop.

In an interview with Fast Company , Holy Hinton said:

“We want our customers to walk in and have a ‘What’s that song?’ moment. We want them to hear interesting, cool music that they might not hear when they turn the radio on. It’s music that we think is cool and would sound beautiful in the coffee shop. It’s the music that we’d want to hear on Sunday morning when we’re reading the paper and drinking coffee. It’s a friend-to-friend personal. And we’re lucky to be able to be a part of that.”

To localize the experience, every region is slightly customized regarding the music, while still carrying the same vibe Starbucks customers are used to. This way, whenever a customer comes to the cafe, within the first few seconds, they feel accustomed based on the music alone.

The interior design

Every piece of furniture and interior is carefully planned to conform to the standards of the homey coffee place.

To get their store right, Starbucks interviewed hundreds of coffee drinkers to get as much information which they could use to build a perfect coffee shop. The overwhelming consensus actually had nothing to do with coffee; what consumers sought was a place of relaxation, a place of belonging.

If we go back to Howard Schultz’s deciding moment from the Milanese coffee shops, it shows he managed to do just that. Create a community space as a second home. It’s somewhere where people meet, it’s where you can take someone for a first date or even get some work done at the large community table.

In the book Starbucked, freelance journalist Taylor Clark claims, that “The round tables in a Starbucks store were strategically created in an effort to protect self-esteem for those coffee-drinkers flying solo. After all, there are no “empty” seats at a round table.”

If we looked at the interior, the counters, chairs, and wardrobes are built out of natural materials like warm woods and stone. In some stores, you would find cozy armchairs as well. With the Shared Planet initiative , they doubled down with environmental sustainability in mind and employing local craftsmen to do the job. The stores are built from reused and recycled materials wherever possible.

Most of the new stores that are being built are a part of the LEED Certification program (Leadership in Energy and Environmental Design).

Starbucks differentiates from three general looks with the addition of concept designs:

  • Heritage coffee houses reflect the history of the place where the store is located. At Pike Place, the coffee shop reflects the merchant trading roots with worn wood, stained concrete or tiled floors, metal stools, and factory-inspired lighting. Even more sophisticated is the New Orleans inspired coffeehouse showing the rich music history.
  • A “Louisian merchant in the early 1900s” inspired heritage coffeehouse with vintage trombones light fixtures. Located in French Quarter, New Orleans.
  • Artisan stores echo the industrial past of urban markets, taking inspiration from the Modernism of the 1930s. This motif celebrates simple materials like exposed steel beams, masonry walls, factory casement glass, and hand-polished woodwork in a creative gathering place for culture and the arts.

starbucks pwa case study

  • Regional Modern are localized stylized coffee shops. The interior is spacious. comfortable and welcoming. The bright, loft-like, light-filled spaces punctuated with regionally inspired furniture and culturally relevant fabrics create a calm and contemporary respite from the clamor of the fast-paced world.

starbucks pwa case study

  • Experimental — with growth and a plethora of locations comes more daring and innovative designs. Unique designs such as the reimagined drive-thru in Colorado , the Swiss Train contemporary mobile coffee space from Geneva Airport to St. Gallen or one of the beautiful Shinto shrine-inspired coffee shops in Japan

starbucks pwa case study

‍ Starbucks Reserve

To combat the upscale coffee market which ironically has to thank Starbucks for creating fertile grounds of demand for premium coffee, Starbucks started opening up so-called Starbucks Reserve stores. These are luxurious, beautiful, and magnificent stores where they roast premium, rare beans and experiment with different brewing techniques.

starbucks pwa case study

CNN Money described the store concept as "an open, marketplace-style" with a Princi bakery counter, a full liquor bar, and a Reserve coffee bar, with tables, lounge areas, and two fireplaces.

"Our Reserve store takes the best of coffee craft as well as artisan baking and layers in a marketplace-style customer experience creating a space that has both energy and moments of intimacy," — Liz Muller, VP of Creative, Global Design & Innovation at Starbucks

Coffee shop locations

In any high-traffic area in the city where Starbucks is located, you almost have a feeling their shops are everywhere. You would be partially right — Starbucks are strategically located in areas with high appeal. Similarly to Walgreens, Starbucks chose the concept of the convenience store, always located in an area of larger foot-traffic .

Starbucks Seattle locations

Source | A snapshot of Starbucks shops in Seattle

Arthur Rubinfeld who is responsible for Starbucks’ location selection, explained there are about 20 or so analytic experts around the world who are assessing different factors of the appropriate area for the new Starbucks shop .

Key takeaway #5 — spoil your customers

Think beyond the product and identify what else can you do for the customer to add you in their daily, weekly routine. Customer support excellence is mandatory, so think further and in the direction of the place’s ambiance including smells and sounds.

Breaking down the Brand and Messaging

Bill Macaitis, former CMO of Slack said it best - “The brand is the sum of all customer touchpoints your customers have with you at any point”. With the food and beverage category, this is even more important.

By introducing and creating a culture of coffee drinking, Starbucks had a major opportunity to create intimacy with the customer. In Italy, coffee culture is a part of every day and the same culture was slowly getting familiar to the new audience.

Because of the personal nature of coffee and frequency of visits, this relationship-bonding happened much faster than in other fast-food joints, especially since in the early years of Starbucks there was no competition.

Brand and product

The bright white cups with the green siren are the first noticeable brand. But it goes beyond that. You will notice that Starbucks never offers any sort of discounts or actions like buy-one-get-one-free. That’s sort of action dilutes the premium feel of the brand. You can get a free coffee drink for your birthday, but the underlying reason for that is for a customer to develop a positive connection with the brand and company.

The most valuable assets of the regular Starbucks coffee shop can be broken down:

☕Free reliable Wifi - besides oxygen, water, and sleep, the online connection has become a necessity in modern civilization. Whenever you’re in a new place and you need to connect, one of the first options would be a Starbucks shop.

☕Comfortable seats and community tables - whether you’re there to take a breather or putting some hours of online work or organizing an impromptu study group, there’s a Starbucks location that can provide those demands. Most of the Starbucks are generously equipped with charging outlets as well, so you can get another drink after your focus is starting to drop… and then another… And another...

☕Friendly baristas - customer service is ingrained in the retail work description yet rarely done the right way. With L.A.T.T.E. method (Chapter 8 - Disciplined Action) and general training of Starbucks partners , each interaction with the customer is there to provide a positive experience. Calling people by their name, timely service, and the patience of crafting ridiculously complex drink orders .

☕Brand colors and materials — the nature-influenced interior with dark colors and wood finishes are giving a feel of hominess. Sometimes a Starbuck visit is just a pause you take in a day to relax your eyes.

☕Music and smells — coffee and snacks just smell amazing. Let’s take that for granted. The music serves a purpose as well as bringing an ambiance that is great for having a conversation or focusing on work (or your date).

Key takeaway #6 — positive interactions

The brand is the sum of all touchpoints the customer has with the company. This goes beyond the product and customer service. Think about every single interaction customers have with you and make them positive.

Starbucks Master Example of Mobile Retention and App Rewards

Starbucks mastered the mobile game at the right time. Dabbling with mobile technology since 2007, Adam Brotman spearheaded the platform to maximize the effect. The big challenge was to align it with the brand.

“We don't look at mobile in a vacuum. We have an overall digital strategy that's all about building relationships with our customers, and that strategy runs across a number of digital touchpoints. We're looking at mobile, Web and social to think more holistically about how we engage with our customers and tell our story." — Adam Brotman, Chief Digital Officer

In the Manifest survey in 2018, 500 smartphone owners rated their satisfaction using food apps. Starbucks had the most popular and regularly used loyalty rewards app — 48% of users used it on a daily basis.

Four years later, Starbucks remains one of the most popular apps, ranking number 6 on the list of most downloaded Food & Drink apps. 

starbucks pwa case study

The mobile switch paid dividends with time. Instead of support and enhancing physical visits to the store, the channel began bringing in 23% of all the revenue.

Ordering ahead of time and user experience

For a food mobile app to be successful, it must bring value to the user, be easy or even fun to use and it should have entertaining, dynamic content.

The design has to adhere to rules of the brand, achieve a consistent visual look and continuity across all touchpoints.

The mobile app design is no different than the rest of the materials Starbucks uses.

Digital Engagement paid tremendous dividends for the company.

Starbucks CFO Scott Maw said almost all of the company’s same-store sales growth has come from customers that have digital relationships with the company and those that are in the Starbucks Rewards program.

User-friendly design

This is the minimal and easiest thing to leverage on. With a strong brand, it should not be hard to create an appealing visual interface and create logic flow and transitions or continuation to the desired action.

Engaging loyalty program

Retention is the name of the game. If a customer trusts you well enough to download your app, you have a unique opportunity to convert him or her to be a regular user.

Starbucks has a similar strategy with the reward system. Every day there’s a slight reward, whether it’s collecting points or showing the current mouth-watering warm drink inside the app. It’s sticky and you can’t help but wish for a warm beverage.

Mobile pay and ordering

The North American market is known for heavy mobile use . By prepaying and using the device to quickly go through the ordering process, the customers feel more efficient and slightly more an advantage than the other poor souls who still buy their coffee with credit cards or cash.

Integration with other platforms and services

Partnerships are ways to get tons of new users with one big swoop. Spotify acquired one million users a few days after partnering with Facebook (Source) and Facebook had one sexy product update from it as well. For similar reasons, Starbucks used Spotify to enrich the experience of the mobile app.

Now playing highlight in Starbucks stores (Music is a big part of the brand and having perennial "Shazam" embedded brings seemingly insignificant, yet positive experience.

UX/UI — breaking down the mobile app design

Out of this world personalized experience.

The app remembers your favorite order. This is ingenious. We’ve mentioned how coffee represents a daily habit - if Starbucks manages to infiltrate itself into your habit loop, they’ve won. They have become a part of your daily routine. Stacy always stops at the same drive-through Starbucks, orders her Grande Latte with Soy Milk at 6:15 am before she checks-in at her job. When that’s her daily or even only a few time per week routine, the LTV for that kind of customer is absolutely amazing!

Every little detail counts. For instance, here’s the customized greeting each time a user opens the app’s Home tab.

Gamification

Most addictive phone games always give you something to do if you’re not using them for a while. From Candy Crush Saga to Supercell’s engineered mobile drugs like Clash of Clans and Boom Beach, the mechanics of engagement are carefully predicted for maximum time and cash spend. These games start with low difficulty. They are fun, colorful, and offer an entertaining introduction to their mechanics. But you can play all day, and after a while (on a free tier) you’re locked out of the game.

To continue playing, you can either (literally) buy your time or increase your chances of success with extra loot, power levels, or something similar.

Starbucks uses a similar principle of gamifying its mobile app. There’s a lot of value upfront (pay with a card, skip the line, earn credits for free drinks) but it serves the company’s profit. You get hooked to those stars (credits) which are stacking in your beautifully designed mobile app.

There are also challenges for extra Starbucks points (who can say no to double credit days?)

With the app, Starbucks gets you to try new products and thus increase the range of products you are consuming AND it gives the company an opportunity to increase the average order revenue per customer.

There’s a thin line between being overbearing and being just enough engaging. And at the same time, they have to be very strategic on the number of features offered. Sean Ellis , the OG Growth hacker said the product is ready to ship once all the unnecessary features are taken away (kind of the same mentality as per good design). Luckily with MILLIONS of users, Starbucks can apply some Data Science magic and figure those timings for every type of person.

Personalization goes even further - it tries to give a similar experience as to visiting the store ( source )

Starbucks Loyalty Program on triple-caffeine nitro power

The Starbucks Rewards are dead simple - the more you spend the more stars you get. Besides the stars, the rewards program offers birthday rewards, phone payments, paying ahead, free in-store refills and special offers and events for members. As expected the experience is personalized for each user.

The Rewards work like gangbusters! More than 14.2 million active members in the U.S. are invested in the loyalty program and the mobile strategy has seen an 11% growth in users in Q2 2018 . The gamification of the program and “spend more, earn more” in some cases represent 39% of the entire chain's sales .

Here’s what’s ingenious about the mobile program. Even though there are people who prefer to have the minimum number of apps on their phone and think twice before opening the doors for the elite club on their smartphone storage, the Starbucks app is a trojan horse of benefits - even if you don’t care about collecting stars, it’s tough to say no to the free birthday drink or the convenient mobile pay.

Online Ordering and easy payments flatten the friction of getting the product. Just like the Amazon 1-click purchase or Slack’s onboarding sequence , the same goes for picking up a mocha and Petite Vanilla Bean Scone. At first, Starbucks had some issues, since the mobile members had to wait in line just like the others, but Starbucks responded by adding dedicated stations for mobile order-ahead customers.

Members can skip the waiting line and enjoy the jealous looks while feeling elite of themselves.

The beauty of the app isn’t giving one big benefit of a quicker caffeine shot to the member, but it serves as an upsell marketing tool. The Starbucks app is a delivery method for presenting new items ahead of time. These generate interest and coupled with email notifications, it gives their customers something to look forward to.

To keep the retention flat, the Rewards program has “punishment” traits tied into it. If you’re not using the stars for visiting the cafes you start losing them. This psychological trick, known as The Endowment Effect , helps to nudge those people who are affected more about losing something they already have.

The Mobile part is one of the main drivers of customer retention and has proven to raise the average order size per customer. Since the frequency of orders and visits is so high, the LTV per customer contributes to that impressive double-digit growth in the first years.

Key takeaway #7 - APP A mobile app for a product that is being used on a daily basis and is in the lifestyle category is not a nice to have, but almost mandatory. If you want to stay a part of your customer's daily lives, bring the entertainment, rewards, and gamification to keep retention and customer satisfaction high. You will be rewarded with increased LTV.

The Success Flywheel of Starbucks

The easiest way to figure out and identify the success of a company is to apply the try-and-true framework. Jim Collins, the author of Good to Great, Built to Last claims all mega-successful companies have to figure out the Flywheel principle .

To become an unstoppable juggernaut in its own field, Starbucks had to align 5-6 different elements in three categories:

  • Disciplined People
  • Level 5 Leadership
  • First Who… Then What
  • Disciplined Thought
  • Face the Reality
  • Hedgehog Concept
  • Disciplined Action

Culture of Discipline

  • Leveraging the Technology

Imagine the concepts as drivers of one giant flywheel. Let’s say you’d want to move a giant stone wheel that sits on an axle. It would take a lot of effort to get it moving at first. After gaining speed it would need less and less power to keep it going. After gaining momentum, the same wheel would run on its own with little interaction. Just like the extremely simplified quote says; “If it ain’t broke, don’t fix it.”

The Buildup phase

Disciplined people - Starbucks Level 5 Leadership

starbucks leadership levels

Excerpt from Good to Great -> “Level 5 leaders display a powerful mixture of personal humility and indomitable will. They're incredibly ambitious, but their ambition is first and foremost for the cause, for the organization and its purpose, not themselves. While Level 5 leaders can come in many personality packages, they are often self-effacing, quiet, reserved, and even shy. Every good-to-great transition in our research began with a Level 5 leader who motivated the enterprise more with inspired standards than inspiring personality.”

There’s no doubt, Starbucks CEO Howard Schultz possesses the characteristics and personality traits of a Level 5 leader. The ambition alone to introduce a new cultural concept in a new market sounds incredibly daunting, but to play it right with the shareholders, customers and their own people sounds impossible.

But that was the initial idea, a moral standard. The mission statement of Starbucks is:

“to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

Let’s break this down into two pieces.

Inspire and nurture the human spirit .

The people, customers, and partners (staff) are the most important assets of any company. The first part of the mission statement explains that in a split-second. The relationships within the company have to be nurtured and supported while exuding warmth and friendliness.

Howard Schultz has shown respect for the mission by developing programs for their own people, which include free education, health insurance and even a share in the Starbucks company.

“One person, one cup and one neighborhood at a time .”

The second part stresses the importance of gradual improvement. Each interaction with a customer, each cup of coffee made hold a large amount of responsibility to deliver the right experience. The neighborhood part reminds the staff and the customers that the stores pay special respect and attention to the place where they are located.

In the article Inside Starbucks’s $35 Million Mission , author Sarah Kessler describes how Starbucks runs the “ Leadership Lab ” — part leadership, part training conference for 10,000 store managers.

Disciplined thought

Face the Reality — When stuff gets hard, leaders don’t turn away from the problem or worse, get busy with mundane tasks, deceiving themselves they are working. Closing your eyes to the reality means you’re on a great way to a downward spiral.

In 2008, Howard Schultz got reinstated by the board as CEO. The sales and shares were dropping. The brand and the culture of Starbucks were deteriorating rapidly. The magical experience was a shadow of its former self.

Schultz decided on a radical idea to close all the stores and retrain in order to inflict the importance of the Starbucks vision and mission. Tied into this transition was closing numerous shops and letting go of hundreds of employees. The ordeal cost the company 6 to 7 million dollars .

In 2018, Starbucks closed the doors again in order to put the staff through racial anti-bias training. The temporary closure cost the company between $15 - $20 million dollars

But it was necessary and long needed. The company picked up from the bottom just like in Drake’s song and has been rapidly growing in the world’s map as well as on index stock charts.

The Hedgehog Concept

The term Hedgehog concept introduced by Collins is some sort of a marriage consisting of a Venn diagram and three major ideas. Jim Collins thinks that in order to have a chance to be the best in the world you have to possess all three:

  • The Elite Skill - You will have to be the best in your area of expertise. Constant learning, innovating and moving the boundaries are expected from the movers and shakers of the world.
  • Deep Passion - Someone who grows a business will eventually (and continuously) encounter major obstacles where the skill isn’t going to be enough. The grit, powered with a deep passion and a reason why is arguably even more important than the knowledge alone.
  • Ability to generate revenue - Understanding of what drives the economic engine is the third piece of the puzzle that completes the concept. No business can survive without sustaining itself and its people financially.

Schultz possesses all three: the Stanford education armed him to become shrewd and dangerous in the business world with a deep understanding of the economic machine while he stayed in love with the company and continued to deeply care for its people and the customers.

The second part of the hedgehog concept is the sheer simplicity of your objective. When it comes to specializing and becoming the best in the world, you need one clear statement which completely prevails over all the others.

The hedgehog is the exact opposite of the fox concept. Foxes are cunning, smart and resourceful animals who take any opportunity to get ahead using any tactic they can think off. Yet when they encounter and attack the hedgehog, the hedgehog simply rolls up into a ball and protects itself with its spiky hide.

The hedgehog companies have one major driving goal that is ingrained as the cornerstone of its business. In Starbucks, it’s not the coffee quality, but it’s the deep desire to create an experience for their customers. Everything is tied into this.

Sometimes, achieving massive rapid growth for the growth sake reveals cracks in the system if it’s not solid. In 2008, when the company was on the decline, Schulz looked at the strategy of the past few years and, in a letter penned company-wide, explained that Starbucks had “invested in infrastructure ahead of the growth curve” and it was time to “shift our emphasis back onto customer-facing initiatives.”

Imagine, the Starbucks insane growth pace required to hire 1,500 new employees a week.

Disciplined action

The success of anything in our lives is in the hands of people. It always is the #1 element in any company.

“In determining the right people, the good-to-great companies placed greater weight on character attributes than on specific educational background, practical skills, specialized knowledge, or work experience.”

When the quality of the work started slipping. Schultz had to close down hundreds of shops for a training day. It was a necessary decision to refocus, restructure and boost Starbucks employees to work and deliver on the right things and to deliver the experience as it was intended in the first place.

When faced with a difficult customer or a problem, the Starbucks partners (employees) are taught customer service by using a L.A.T.T.E. system. The acronym helps baristas deal with any situation in the store.

  • L isten to the customer
  • A cknowledge the problem/situation
  • T ake actions and solve the problem
  • T hank the customer
  • E xplain what you did

The simple system isn’t there just to provide clear guidelines but it also boosts motivation and willpower among employers. In the book, The Power of Habit , Charles Duhigg wrote that the LATTE system prevented the customer service meltdown , and sustained willpower throughout the day.

In the end, customer service is there to deliver and exceed the experience which is tied to the brand. Nothing is as important as delivering the service. 

“[Employees] are the true ambassadors of our brand, the real merchants of romance and theater, and as such the primary catalysts for delighting customers. Give them reasons to believe in their work and that they’re part of a larger mission, the theory goes, and they’ll in turn personally elevate the experience for each customer–something you can hardly accomplish with a billboard or a 30-second spot.” — Excerpt from book Onward, Howard Schultz

Technology Accelerators

For a globally recognizable brand like Starbucks technology plays a major role in the expansion. The Starbucks app and the emails alone played a significant role in the company’s growth.

According to Collins, technology accelerators have to be carefully selected. Companies had to sift through the emerging technology, identify and select the right ones and gradually introduce them in the business model.

The Hedgehog Concept would drive the use of technology, not the other way around — Jim Collins

Companies that jumped the gun burned badly.

In fact, Jim Collins discovered that more than 80% of great companies didn't rank technology as one of the top five ranking factors for success.

“Those that stay true to these fundamentals and maintain their balance, even in times of great change and disruption, will accumulate the momentum that creates breakthrough momentum. — Jim Collins

Down to the core, Starbucks has one secret ingredient to thank for — knowing their customers. Data analytics. According to Starbucks, this function uses “ methodologies ranging from ethnography to big data analytics … that help support Starbucks pricing strategy, real estate development planning, product development, trade promotion optimization, and marketing strategy.”

Starbucks contracts with a location-analytics company called Esri to use its technology platform that helps analyze maps and retail locations. It uses data like population density, average incomes, and traffic patterns to identify target areas for a new store.

The Crawl, Walk, Run Concept

The gradual introduction of technology is a part of the hedgehog concept. Technology is a major proponent of business growth however if it doesn’t tie into the one simple concept , the company has to be disciplined enough to say no to new opportunities.

Eventually, they can adapt the technology in their concept which turns the massive flywheel forward.

In Starbucks sense, they seem like they embrace technology. They started out with gift cards and pay-ahead mobile purchases. The next step was adding the Starbucks Rewards program to cultivate upsells and raise the LTV per customer. And today with big data, AI, and predictable algorithms they maximize the relationship with the customers.

Key takeaway #8 — the flywheel concept

Successful companies that persevered and thrived with time have found and adopted the Flywheel concept. Focusing on the essentials of the business, working with the right people in the right places, and maintaining discipline is the only way for continued sustainable growth.

Starbucks Vs the World

Competitors.

Starbucks enjoyed the blue ocean marketplace as a premium coffee culture experience provider. 

But as soon as competitors noticed Starbucks discovering a new opportunity they had to react quickly. McDonald's and Dunkin’ Donuts were the big ones that introduced their own versions of coffee-to-go. Better than instant coffee and convenient while on the go, the two competitors did enjoy new revenue stream of introducing coffee; however, as companies, they had to keep the focus on what they are good at — McDonald's with their fast food burgers and fries and Dunkin’ Donuts with well… donuts. DD does serve coffee but had no intention to put more emphasis on it until the late 1990s .

Starbucks kept the lead in the coffee concept because of its focus on the coffee culture and holistic concept of their brand, especially customer service. This point can be seen as soon as you look at international markets. Dunkin' Donuts’ international revenue in 2018 contributed less than 4% of total sales, while roughly 30% of Starbucks' consolidated net revenues in the same period were attributed to markets outside America.

When international expansion goes right

When you get it right and you know you have the brand, processes, and culture down, you can move outside. When Starbucks expanded its adopted “Coffee culture” to new markets it could follow its own tracks again. In many countries, especially Asian nations the idea of a coffee culture was new, fresh, and exciting.

To overcome the culture gap, Starbucks sought partnership through direct investments and joint ventures instead of direct franchising . This solved two major problems.

First, they relied on local retailers who already had experience and experience in the local markets. They married the coffee culture idea with market research of the new areas to discover regional customers’ tastes and preferences. After that, they just had to deliver the employee training, workflows, and the product itself.

Secondly, they acquired and absorbed the entire pieces of coffee markets , such as Coffee Partners in Thailand and Bonstar in Singapore. All in one big swoop.

But even today a Starbucks café is opened every 15th hour in China. It already operates more than 3,000 stores in China and plans to add 2,000 more by 2021 . Seoul has the most Starbucks cafes in any city ( 284 ).

Starbucks is present in 6 continents and in more than 72 countries and territories. But it wasn’t always smooth sailing for the old Starbuck.

And when it doesn’t go so well

While Starbucks had amazing success in Asian countries, they hit a snag in Australia.

In 2008, they closed two-thirds of all stores.

The reason?

Australia is already known as one of the hardest markets to get into in the first place and they are very proud of their coffee culture. The flat whites, coffee art in ceramic lattes have been served for dozens of years at beloved local cafes and by baristas who knew what they are doing.

What Starbucks was doing in the United States was introducing the coffee culture in the new market because it was non-existent before. But in Australia, this model didn’t fit in at all.

In 2008, Starbucks closed two-thirds of all the stores. The prices of Starbucks’ relatively common-tasting coffee (compared to established coffee shops) were pricier than the local solutions and managed by young students who didn’t have the level of appreciation of either the coffee culture and/or Starbucks as a brand.

Key takeaway #9 — establish yourself

Follow the winning formula of developing the markets first and turning into a product innovator after you have established yourself. Forcing the innovation where it’s not perceived as such, is waging a losing battle.

Starbucks on Social Media

The website is simply designed with an intention to present the latest seasonal product in the Starbucks shops in the first fold. The focus of the homepage is also on advertising the Starbucks Rewards program.

According to SimilarWeb, it attracts 18.9M visits per month, with an average of 2 minutes and 3.2 page views per session. Starbucks site is the 9th top ranked site for Food and Drink category in the world

The Youtube channel was established at the end of 2005. After 16 years it managed to acquire 335,000 subscribers, which isn't’ that much if we take the size of the company into consideration.

The most successful videos are close to 10 million views; however, they are short, 15-seconds clips of the product. The channel moderators are not participating in the comment sections.

Luckily there’s not much competition on YouTube; however, as a highly visual channel, Starbucks could advertise their mobile app and Starbucks reward program using socially-conscious values, product innovation, or sustainability programs.

On the other hand, Instagram is doing absolutely amazing. Naturally, since the best Starbucks customers are the ones who have been using their mobile devices for ordering and participating in the Starbucks Rewards program

Starbucks Instagram uses a mix of images and video clips mostly displaying their well-designed cups. The posts are mostly re-shared (“regrams”) of other Instagram users. With this tactic, Starbucks incentivizes UGC (user-generated content), since Instagram users have the chance to be regrammed and have their Starbucks shot seen by 17.8 million followers.

Pinterest is another great visual platform where images are split into different categories: from coffee recipes, coffee photography to store designs and world-recognized Starbucks cups.

Pinterest receives 10+ million monthly views and has 443,600 followers.

Even though their daily support is dropping, Facebook is still being used as one of the channels where Starbucks shows its videos and posts.

On Twitter , Starbucks shares its globally conscious ideas, news, and stories about the company and its products. Twitter also serves as a chance to (as in Instagram) retweet other users’ posts.

Starbucks likes to reshare the positive messages of happy users who had a positive experience at one of their stores

Since Starbucks' success mainly lies in their visual branding, they use social media for their brand awareness and in a Facebook sense, pushing the mobile app downloads.

Key takeaway #10 — delegate your resources

When using social media, identify which social media platform brings the best results. If your users are primarily on mobile devices, Instagram would be a smart choice. Delegate your resources to the best-performing channel.

Starbucks Corp. has become a worldwide success by sticking to its hedgehog concept. The realization of being customer-centric in the practical, not just theoretical sense laid the foundation of expansion in North American markets as well as international ones.

When all of the decisions are catered to the concept of serving their customers, including using technology as accelerators, there’s nothing to worry about in their future.

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Progressive Web Apps (PWA): Top 3 Case Studies

Table of contents

Imagine that you have just launched your start-up and your website looks awesome, but you don’t have enough budget to develop a mobile app, which may be important to your business strategy. However, it is very expensive and a bit risky. You will also have to spend a lot of time building a  native app , but nobody knows your brand well. Will people trust your application​ enough to download it from the App Store or Google Play Store?

What’s more – will your customers/readers be determined enough to take some additional steps like closing your website, opening Google Play or the App Store and then patiently wait till the app has installed?

Remember that people are much more demanding these days. In other words, they are also very impatient – they expect fast solutions . Downloading such an app from an external store doesn’t sound like a very quick operation and native apps are not very accessible for every user. From the User Experience point of view, there are many obstacles for the customer before he achieves his (and your) goal.

And another thing – are you sure that your clients will have enough internal storage space to download your app?

So you will invest a lot of money in building a mobile app (both for IOS and Android) and you can’t be sure that people will actually use it. Ahh… and don’t forget about all these huge amounts of your marketing budget that you will need to spend on advertising and promotion!

But wait, don’t be panic, fortunately, you are living in 2019, when   Progressive Web Apps ​are​ becoming a common solution when it comes to creating mobile apps!

Have you ever heard about  Progressive Web Apps ​? If not, now is your chance to catch​ up on this latest technology trend or you will be left behind! We have already written  a​ comprehensive article ​ explaining  what they are and why it’s worth choosing this option. ​

Today we would like to give you some inspiration and introduce success stories of brands that have already built  Progressive Web Apps .

Trivago acquires a good reputation for hotel search engine that is available in 33 different languages. On the base of hotel’s information, pictures, ratings, reviews, filters, and other features, Trivago helps their users to find the best offer.

The problem is Trivago have noticed a significant increase in mobile users in recent years. The brand realized that the mobile experience is getting more and more important for their clients.

However, creating mobile solutions is not a piece of cake and this means making difficult choices. Specifically, the company wasn’t sure whether people would accept the cost of downloading a mobile app, just to check if it fits their expectations. They also noticed that many people have problems with a quality mobile connection . Due to these reasons, Trivago was​ looking for different opportunities than a native app.

Finally, they discovered  Progressive Web Apps ​, whose features seemed to be perfect for​ their needs. At that time, they were looking for a solution that would provide them with  push ​  notifications , ​ offline mode ,​ and ​ home screen shortcuts ​. And the most important factor for Trivago​ was  the accessibility ​ to this app ​ through a standard mobile browser ​.​

This PWA solution helped them to build an app without having to involve big teams of software developers. They focused on the most important features in the beginning, like push notifications, offline access and  the possibility to add the app to the home screen ​. Of course, there were difficulties at first. They said​ that one of the biggest challenges was to create an intuitive User Interface because designing a mobile appearance is much more different than that on standard websites. According to Laura Oades, designer for the PWA:

“On mobile, you have the additional problem of crafting a UI that is platform agnostic and not confusing” and “PWA is largely unchartered territory in design, and a real opportunity for creative problem solvers to stretch themselves to define a new standard.”

The results

  • The Trivago mobile website is available in 33 languages, across 55 countries.
  • More than 500 000 people added a Trivago shortcut to their home screen and their engagement increased by 150% .
  • Compared to previous mobile websites, Progressive Web App attracted far more users. Before PWA, only 0,8% repeat visits were recorded, now this number increased to an average of 2%.
  • Push notifications turned out to be a perfect means of communication – they helped to increase conversion – the number of clicks in the PWA on hotel offers increased by 97%.

Pinterest  is a social network that allows users to visually share, and discover new interests by posting (known as ‘pinning’ on  Pinterest ) images or videos to their own or others’ boards (i.e. a collection of ‘pins,’ usually with a common theme) and browsing what other users have pinned

After analyzing usage for unauthenticated mobile web users, they realized that their old, slow web experience only managed to convert 1% of users into sign-ups, logins or native app installs. The opportunity to improve this conversation rate was huge, leading them to an investment in the PWA.

The Pinterest PWA started because they were focused on international growth, which led them to the mobile web.

Over  3 months , Pinterest rebuilt their mobile web experience using React, Redux and webpack. Their mobile web rewrite led to several positive improvements in core business metrics .

Their mobile web rewrite led to several improvements in performance.

Time spent is up by  40%  compared to the old mobile web experience, user-generated ad revenue is up  44%  and core engagements are up  60% :

Pinterest’s old mobile web experience was a monolith — it included large bundles of CPU-heavy JavaScript that pushed out how quickly Pin pages could load and get interactive.

Their new mobile web experience is a drastic improvement.

Not only did they break-up & shave hundreds of KB off their JavaScript, taking down the size of their core bundle from 650KB to 150KB but they also improved on key performance metrics. First Meaningful Paint was down from 4.2s to 1.8s and Time To Interactive reduced from 23s to 5.6s.

Although Pinterest vend iOS & Android apps, they were able to deliver the same core home feed experience these apps do on the web in a fraction of the upfront download cost — just ~150KB minified & gzipped. This contrasts with the 9.6MB required to deliver this experience for Android and 56MB for iOS

As you’ve already known, Twitter is a social media platform, where people post short messages called tweets. It was created in March 2006. Now it has more than 335 million active users (July 2018).

Twitter noticed that users had to overcome many obstacles while using their mobile website.

Some of them were on  slow mobile networks ​ and ​had  little space on mobile devices storage .​ As a result, visitors were reluctant to spend time on Twitter’s website or engage in posting and commenting more. Twitter wanted to find an attractive alternative for people who don’t use their native app or don’t have enough space for downloading this.

Twitter decided to build a  Progressive Web App ​ because it seemed to be the best​ combination of a modern website and native features. Instant loading, lower data consumption, and large accessibility were features that Twitter was looking for.

The outcomes turned out to be very impressive – the numbers speak for themselves:

  • 20% drop in bounce rate,
  • 65% rise in pages per session,
  • 75% rise in Tweets sent.

As in previous success stories, the “ add to home screen ​” prompt and ​ push ​  notifications increased the user’s engagement significantly . As it is reported in ​ thi​s Case Study,​  Twitter noticed that  250 000 ​  unique daily users  run Twitter Lite from the​ home screen 4 times a day on average. What’s more, they’re sending  more than 10M push ​  notifications  per day.​

According to Twitter intentions, the PWA takes  much less space ​ (only 600 KB) than the​ native Android app (23,5 MB), so there’s a bigger possibility that people will have enough space in their internal storage to save it.

What’s more, Twitter added a  data saver mode ​, that helps users to control the amount of​ mobile data used. Thanks to this option, you can choose which images or videos you want to fully load, and which may remain just as a preview.

Embrace the Future of Websites

PWA is the future of mobile applications. There’s a possibility that they will replace native applications with time, becoming a perfect combination of native app and website.  In a world where the speed to adopt new technology is a competitive edge, businesses that manage to embrace the PWA moment earlier, can significantly drive revenue, increase user engagement while staying ahead of the competition.

In the past, Apple had some limitations for Progressive Web Applications, however, they are now being more and more supportive to PWAs . For online merchants looking for an all-around perfect PWA for Magento eCommerce websites, here at SimiCart we offer a complete package for you and your store.

Designer and Content writer. Love food and Robert Downey Junior. Be a gardener when growing older.

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Starbucks Case Study - How Starbucks Conquered The Coffee Industry?

Devashish Shrivastava

Devashish Shrivastava

Starbucks Corporation is an American coffee chain that was established in 1971 in Seattle, Washington. By mid-2019, the organization had a presence in over 30,000 areas around the world. Starbucks has been depicted as the fundamental delegate of "second wave espresso," a reflectively-named development that advanced high-quality espresso and specially simmered coffee. Starbucks now uses robotized coffee machines for proficiency and well-being.

Starbucks serves hot and cold beverages, entire bean espresso, micro-ground moment espresso known as VIA, coffee, caffe latte, full-and free leaf teas such as Teavana tea products, Evolution Fresh squeezes, Frappuccino refreshments, La Boulange baked goods, and bites (for example, chips and wafers); some offerings such as the Pumpkin Spice Latte are explicit to the territory of the store. Numerous Starbucks outlets sell pre-bundled nourishment items, sweltering and cold sandwiches, and drinkware such as cups and tumblers. Furthermore, there are Select "Starbucks Evenings" areas that offer brew, wine, and appetizers.

Starbucks first ended up productive in Seattle in the mid-1980s. Despite an underlying financial downturn with its venture into the Midwest and British Columbia in the late 1980s, the organization experienced rejuvenated success with its entrance into California in the mid-1990s. Starbucks opened an average of two new stores every day between 1987 and 2007. On December 1, 2016, Howard Schultz reported he would leave his position as the CEO and would be supplanted by Kevin Johnson. Johnson accepted the role of the CEO of Starbucks on April 3, 2017, and Howard Schultz resigned to end up as the 'Chairman Emeritus', effective from June 26, 2018. Kevin Johnson is currently serving as the CEO and President of Starbucks.

Starbucks - Company Highlights

Startup Story Of Starbucks Corporation History Of Starbucks Corporation Starbucks - Name and Logo Starbucks Expansion Journey Starbucks Corporation in India Business Strategy Of Starbucks In India Products Of Starbucks Corporation Business Growth Of Starbucks Corporation Over The Years Future Plans Of Starbucks Corporation

Startup Story Of Starbucks Corporation

Starbucks Corporation

If you are wondering how did Starbucks start? Then, the story of Starbucks started back in 1971, when the company was a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market.

Zev Siegel stated that at that time he knew the coffee industry inside and out, he was well-versed, especially with the gourmet end of the industry. Besides, he was also known as the most educated coffee guy in the country at that time. So, the three college friends - Zev Siegel, Jerry Baldwin and Gordon, started out with their coffee bean shop and roastery at Seattle’s famous Pike Place Market in 1971. Eventually, they found a mentor in Alfred Peet, who was the founder of Peet’s Coffee and the man responsible for bringing custom coffee roasting to the U.S. and started with the coffee business in full swing. Starbucks initially began by selling coffee beans that were roasted by Peet's, a gourmet coffee company in Berkeley, California, and later on, started roasting on their own.

History Of Starbucks Corporation

starbucks pwa case study

The first Starbucks store was initiated in 1971 in Washington by 3 individuals who met while they were studying at the University of San Francisco: English educator Hun Baldwin, history educator Zev Siegl, and author Gordon Bowker. The trio was encouraged to sell top-notch espresso beans and hardware after businessman Alfred Peet showed them his style of simmering beans.

During this time, the organization sold simmered, entire espresso beans. During its first year of activity, Starbucks bought green espresso beans from Peet's, and then started purchasing legitimately from producers.

Starbucks - Name and Logo

starbucks pwa case study

Bowker reviews that Terry Heckler, with whom Bowker claimed a publicizing office, thought words starting with "st" were ground-breaking. The organizers conceptualized a rundown of words starting with "st" and in the long run arrived on "Strabo," a mining town in the Cascade Range. The team then finalized on "Starbuck," the name of the young chief mate in the book "Moby-Dick".

Starbucks has given too many slogans/taglines already among which the most popular one is - " Brewed for those who love coffee".

Starbucks Expansion Journey

Number of Starbucks stores Worldwide

In 1984, the first proprietors of Starbucks, driven by Jerry Baldwin, acquired Peet's. During the 1980s, all-out offers of espresso in the US were falling. However, offers of strength espresso expanded, shaping 10% of the market in 1989; it stood at just 3% in terms of market share in 1983. By 1986, the organization worked six stores in Seattle and had just barely started to sell coffee.

In 1987, the first proprietors sold the Starbucks chain to the previous manager Howard Schultz, who rebranded his II Giornale espresso outlets as Starbucks and immediately extended. Starbucks then launched its outlets outside Seattle at Waterfront Station in Vancouver, British Columbia, and Chicago, Illinois. By 1989, 46 stores existed over the Northwest and Midwest, and every year Starbucks was simmering more than 2,000,000 pounds (907,185 kg) of coffee. At the hour of its first sale of stock (IPO) on the financial exchange in June 1992, Starbucks had 140 outlets with an income of $73.5 million, up from $1.3 million in 1987.

The organization's fairly estimated worth was $271 million at this point. The 12% segment of the organization that was sold raised around $25 million for the organization, which encouraged a multiplying of the number of stores throughout the following two years. By September 1992, Starbucks' offer cost had ascended by 70% to more than multiple times the income per portion of the past year. In July 2013, over 10% of in-store buys were made on the client's cell phones utilizing the Starbucks app.

The organization used the versatile social media stage when it propelled the "Tweet-a-Coffee" campaign in October 2013. People had the option to buy a $5 gift voucher for a companion by entering both "@tweetacoffee" and the companion's handle in a tweet. Research firm Keyhole observed the advancement of the event and a media article from December 2013 detailed that Starbucks had discovered that 27,000 individuals had taken an interest and $180,000 of buys were made to date.

Starbucks Expansion Around The World

As of 2018, Starbucks is positioned 132nd on the Fortune 500 rundown of the biggest United States organizations by revenue. In July 2019, Starbucks announced a "monetary second from last quarter total compensation of $1.37 billion, or $1.12 per share, up from $852.5 million, or 61 pennies for each offer, a year sooner." The organization's fairly estimated worth of $110.2 billion expanded by 41% in the middle of 2019. The income per share in quarter three was recorded at 78 pennies, considerably more than the estimate of 72 cents.

starbucks pwa case study

Starbucks Corporation in India

starbucks pwa case study

In January 2011, Starbucks Corporation and Tata Coffee reported designs to start opening Starbucks outlets in India. Despite a bogus beginning in 2007, in January 2012, Starbucks declared a 50:50 joint endeavour with Tata Global Beverages, called Tata Starbucks Ltd. , which would possess and work outlets marked "Starbucks, A Tata Alliance". Starbucks had endeavoured to enter the Indian market in 2007. However, it didn't provide any explanation behind its withdrawal of it.

It was on October 19, 2012 that Starbucks opened its first store, a 4,500 sq ft store in Elphinstone Building, Horniman Circle, Mumbai. Starbucks opened its first cooking and bundling plant in Coorg, Karnataka in 2013 to supply its Indian outlets. The company extended its reach to Delhi on 24 January 2013 by opening 2 outlets. Tata Global Beverages declared in 2013 that they would have 50 areas before the end of the year, with a venture of ₹4 billion ($58 million). The organization did open its 50th store in India on July 8, 2014.

The third city of India to get a Starbucks outlet was Pune, where the organization opened an outlet at Koregaon Park on 8 September 2013. Starbucks opened a 3,000-square-foot lead store at Koramangala, Bangalore on 22 November 2013, making it the fourth city to have an outlet. Starbucks opened the biggest espresso-forward store in the nation at Vittal Mallya Road, Bangalore on 18 March 2019. The store is estimated at 3,000 sq ft and is Starbucks' 140th outlet in India.

Tata Starbucks opened 25 stores between 2017 and 2018, which went up to 30 during 2018-19. On 21 February 2019, CEO Navin Gurnaney reported that Tata Starbucks would use only compostable and recyclable bundling materials over the entirety of its stores from June 2020.

starbucks pwa case study

Starbucks reported its entrance in Gujarat on 7 August 2019. The organization opened five stores in Surat and Ahmedabad the following day. Starbucks' leader store in the state is situated at Prahlad Nagar, Ahmedabad, and offers more vegan alternatives than other Indian outlets. CEO Navin Gurnaney expressed that the organization would open more than 30 stores in the 2019-20 financial year, of which 11 have already been opened.

starbucks pwa case study

Business Strategy Of Starbucks In India

Starbucks' strategies for business in India seemed rock-solid but the brand wasn't completely immune still. In any case, the world's biggest bistro chain is building its position cautiously via a progression of well-picked steps. Numerous worldwide brands have entered India since the 1990s, being pulled in by its developing and optimistic customer base. Yet, not all have succeeded.

Starbucks isn't the primary contestant in India's composed espresso showcase; so it doesn't have any first-participant advantage. Cafe Coffee Day (CCD) is the market head while Barista Lavazza was the main espresso chain to open for business. Both are valued by the white-collar class. Costa Coffee, Coffee Bean and Tea Leaf (CBTL), and Gloria Jean are valued by the rich group in India.

India is customarily a tea-drinking nation, so espresso chains have concentrated on giving a feel where individuals can unwind and invest energy with one another. This setup implies higher capital expenses. It is different from the US, where the vast majority have a liking for espresso. The Indian buyer base has likewise advanced in the recent decade. What can worldwide brands like Starbucks do to augment their odds of achievement in India? Here are a few thoughts:

Picking a Local Partner

Worldwide brands face the difficult choice of either going solo or tying up with a nearby accomplice. Starbucks' choice to team up with India's TATA Global Beverages demonstrates attention to utilizing different advantages. The TATA Group is one of India's morally determined brands, an observation passed on about Starbucks India too.

Given that India produces espresso beans in just a couple of spots, the other sourcing alternative was bringing in the beans. Be that as it may, this would have raised costs fundamentally.

Tata's espresso plant in Karnataka has been contracted to supply beans to Starbucks' universally, making common cooperative energies. It has contracted to take into account TATA's TAJ SATS, which supplies to TATA's top-notch lodging network – The TAJ. The TATAs are put into the retail part with store brands like Westside, Tanishq, Croma, Star Bazaar, and so forth. Starbucks can use them for information sharing on Indian land, territory points of interest, and handling land administrations. This would enable its very own development to outline. This strategy gives scope for store-in-store deals.

Consistency in Store Arrangements

This keeps up the one-of-a-kind selling purpose of customer experience and allows to pick up economies of scale on CAPEX. Starbucks plans to have a similar store group crosswise over India. However, the size can change depending on financial matters. This is how it works all around. Starbucks wants to provide an agreeable 'café' experience. Having a similar organization gives clients the solace of accepting the equivalent 'Starbucks' vibe any place they go throughout the world.

Keeping the store designs steady means it needs to pick and open new areas stringently, to such an extent that the area can yield a throughput by the venture. Its methodology in-store arrangement is different from CCD, which has picked various configurations to tap the potential interest in any region. CCD has opened a couple of premium outlets dependent on the area's customer profile . It has additionally gone for non-store organizations like takeaway booths and candy machines. Be that as it may, Starbucks may expect that such non-store configurations may weaken its image esteem.

Estimating the Pace of Expansion

India is the place where an inability to screen primary concerns has tossed numerous organizations out of the rigging. So, a top-line just approach doesn't work here. Since Starbucks needs to pick new areas stringently by its equivalent configuration approach, it has decided on a deliberate pace of extension. It is concentrating on the budgetary feasibility of every outlet, as opposed to going for an aggressive development plan which may have brought about rehashed calls for capital.

This operational process is different from its system in the USA and China where it has fabricated scale by opening stores in pretty much every area – being the main port-of-call for espresso by basically being all over the place. CCD's methodology behind adaptable store organizations was to guarantee there is a CCD bistro at a simple reach. It is intriguing to check its normal store gainfulness given its scale.

Guaranteeing Top-Authority Backing and Responsibility

Top initiative responsibility from the two sides of the organization, Tata and Starbucks, has been plentifully clear. Starbucks took as much time as is needed to enter the market (6 years), recognizing that India was a mind-boggling market and required cautious passage arranging. The two sides have spoken finally about their dedication and shared their future plans to give their business a new direction toward growth.

Altering Contributions to Suit Indian Market and Client Needs

Being adjusted to Indian culture, tastes, and inclinations conveyed at a suitable "esteem" guarantees customer importance, construct, and continued utilization. Starbucks mirrors this comprehension – as observed through a blend of western staples, a wide scope of intriguing Indian tidbits similar to confined refreshments on the idea. Since its experience ( and item as well, however to a lesser degree) is its image guarantee, its test lies in conveying an all-around steady, yet locally significant brand experience.

The stores, or the "third spot" as Starbucks calls them, have been altered likewise. The stores don't pursue the worldwide layout and appear to have been planned with consideration, with neighbourhood contacts consolidated. Stores in various urban communities have been structured unexpectedly, mirroring the neighbourhood culture – for e.g., New Delhi's store has ropes and chat on the dividers and henna designs on the floor, though the Pune store has a rich showcase of collectables and copper.

There appears to be sufficient utilization of shading – something missing in the US. The stores have been intended to convey a particular, premium café experience, predictable, and in a state of harmony with the one conveyed over the rest of the world.

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Making Inventive and Restricted Plan of Action

Starbucks appears to have made a confined plan of action, planned for conveying a universally reliable item and involvement with locally-focused costs. The Tata group conveys a major sourcing advantage (attributable to its quality over the generation chain, developing, broiling, and exchanging espresso), yet it has just gone past that to develop and support associations with nearby espresso cultivators – putting resources into structure economical cultivating rehearses. All of Starbucks' espresso is sourced locally, a first-ever for the organization.

Scaling up using Arrangements and Organizations

The Tata organization is the genuine overthrow in the Starbucks passage story. Having Tata as an accomplice is gigantically profitable, not due to the validity and strength it offers, or because it coordinates the scale and stature of Starbucks as an organization.

It offers numerous advantages catalyzing pretty much every market section achievement variable - for example, The Tata group has involvement in the retail business , a solid reputation in advancing new pursuits, gives a sourcing advantage through Tata espresso, offers access to high traffic areas using its lodgings and other retail outlets, guarantee excellent nourishment and refreshment supply through its F&B business and so forth.

Furthermore, the potential for an effective organization is amazingly high given Starbucks' and Tata's mutual qualities – the two of them have a solid social inner voice and are resolved to "give back" to the general public and network.

Influencing India for Worldwide Items

Not long after it finished its first year, Starbucks reported that it was serving top-quality Indian Arabica espresso as "Indian coffee" in different markets. Another world-class office for cooking and bundling has just been initiated in Coorg, Karnataka; the results of which are to be analyzed in India and abroad.

Overseeing Discernment and Guidelines

This viewpoint is tied in with structure, a solid positive observation and a picture for the business and brand crosswise over key outer partners and crowds – incorporating the administration, corporate accomplices, networks inside the eco-framework, and customers on the loose. Given what Starbucks has figured out how to accomplish in a year and a half since dispatch, it appears to be genuinely evident that its thought combined with the Tata advantage (critical reach and impact) has helped in developing solid connections and a positive picture with key outside partners and voting demographics.

Engage Nearby Association

Starbucks is by all accounts constructing a nation-explicit activity with nearby individuals in charge and overall unmistakable customer interface focuses, giving them the necessary position to coordinate and work. There is overwhelming interest in enlisting the perfect individuals and giving the essential preparation – to install and instil the organization's culture and administration models.

Along these lines, how has Starbucks fared against the McKinsey spread out variables for long-haul India achievement? Its accomplishments against the scorecard look noteworthy. With thorough vigorous passage arranging and brilliant and quick execution, the multi-month-old endeavour appears to have impressive force, making purchaser and network-driven ventures and focused on sustaining its centre business and brand. It appears to be very much set to "win" in India.

Whether Starbucks will collect a huge piece of the overall industry and accomplish its objective of India being among its best 5 markets over the long haul is not yet clear. It's still early days, yet for the organization, this appears to be an incredible beginning and a great globalization model for multinationals looking for an India section.

Products Of Starbucks Corporation

Aside from the typical items offered globally, Starbucks in India has some Indian-style item contributions, for example, Tandoori Paneer Roll, Chocolate Rossomalai Mousse, Malai Chom Tiramisu, Elaichi Mewa Croissant, Chicken Kathi Roll, and Murg Tikka Panini to suit Indian customers. All coffees sold in Indian outlets are produced using Indian broiled espressos by Tata Coffee. Starbucks additionally sells Himalayan packaged mineral water. Free Wi-Fi is accessible at all Starbucks stores.

starbucks pwa case study

In January 2017, Tata Starbucks presented Starbucks' tea image "Teavana". Teavana offers 18 unique assortments of tea in India. One of the assortments called the India Spice Majesty Blend was explicitly created for the Indian market and is just accessible in India. India Spice Majesty Blend is a mix of full leaf Assam dark tea injected with entire cinnamon, cardamom, cloves, pepper, star anise, and ginger. On 15 June 2015, Tata Starbucks reported that it was suspending the utilization of fixings that had not been affirmed by the Food Safety and Standards Authority of India (FSSAI).

The organization didn't indicate what the fixings were or which items they were utilized in. The organization additionally expressed that it was applying for FSSAI endorsement for these ingredients.

starbucks pwa case study

As per the Latte Index positioning of the expense of a tall hot latte at Starbucks in 44 nations, India was the fifth most costly nation to buy the drink dependent on January 2016 costs. The record distributed by US-based buyer research firm ValuePenguin found that a tall hot latte cost $7.99 in India, far higher than the $2.75 it costs in the least expensive nation, the United States, yet much lower than the $12.32 in the most costly nation, Russia .

Tata Starbucks propelled the Starbucks Delivers program in mid-2019. The administration offers home conveyance from Starbucks outlets through an organization with Swiggy. The administration was first propelled in Mumbai, with designs to turn it out to other cities.

In its menu, the Tata Starbucks company has launched ice-creams as their new products. The frozen delights are available even in flavours like java chip and caramel macchiato among others and will come in takeaway tubs and single scoops. The ice-creams are now available in 50-60% of the Starbucks stores.

Business Growth Of Starbucks Corporation Over The Years

Starbucks Revenue Over The Years

Tata Starbucks, a 50:50 joint endeavour between Tata Global Beverages and Starbucks Coffee of the US, has announced a 30%  top-line development in financial 2018-19, driven by new store openings and improved execution. Tata Starbucks, which is hoping to make back the initial investment in the current money, has opened 146 stores to date. Tata Starbucks announced "twofold digit top-line development - 30% for the entire year, driven by new stores and improved store execution," Tata Global Beverages Ltd (TGBL) said in a financial specialists' introduction. Tata Starbuck's income for 2018-19 is required to be approximately INR 450 crores.

TGBL said Tata Starbucks opened 30 outlets in the past financial year, out of which 15 new stores were opened during the last quarter of the money-related year. The organization claimed detailed benefits at the store level; all urban areas were likewise productive, and additionally saw an ascend in nourishment share in general deals.

The Starbucks company has added around 40 stores in FY21 but the company had recorded a 33% Y-O-Y  fall in its revenues during the same fiscal. According to the Sushant Dash, CEO of Tata Starbucks, the recovery that the company has seen after the second wave of COVID-19 was better than what it saw after the first wave of the deadly pandemic. The quarterly growth after Q2 FY22 was 120% more than what it saw during the same period in the previous fiscal. The company has hugely focused on home deliveries ever since the pandemic broke out. It has already addressed concerns associated with the spillage and other challenges pertaining to home delivery, which contributed to over 18% of the total sales that the company witnessed this fiscal, as per the reports in November 2021. Furthermore, the company has also added ice-creams to their menu in flavours like java chip and caramel macchiato. The Sanjeev Kapoor menu is another thing that has been freshly launched by Tata Starbucks. Besides, the company also launched a one-litre freshly brewed beverage and at-home coffee.  

starbucks pwa case study

Future Plans Of Starbucks Corporation

Tata Starbucks Pvt. Ltd. is looking to forcefully grow its impression in the Indian market with its eyes on the quickly spreading "espresso culture" among the twenty to thirty-year-olds and upwardly versatile customers. Tata Starbucks, a JV between US-based Starbucks Coffee Company and Tata Global Beverages Ltd, hopes to set up altogether more number stores this monetary than it did previously.

Starbucks is hopeful about solid business development in India throughout the following year as it means to leave red in monetary numbers after 2020. "Our proceeded with development in topline and reasonable methodology towards extension will enable us to accomplish make back the initial investment by March 2020," Navin Gurnaney, CEO, Tata Starbucks disclosed to Business Line in the wake of declaring five new stores in Gujarat - three in Ahmedabad and two in Surat. Gurney likewise included, "First time in quite a while, we are opening five stores in any state in one go.

Gujarat is a significant market for us. In the wake of opening these five stores on Thursday, the all outnumber of hides away goes up to 157 in India." Starbucks entered India with its first store opened at Mumbai in 2012. Of the 157, the organization has opened all out 11 stores so far in this financial, as against complete 30 stores opened during 2018-19. It takes into account 270,000 clients each week in India. The organization had announced a turnover of INR 442 crores for the monetary 2018-19.

"Espresso business in India is developing significantly. The espresso culture is being initiated by recent college grads, upwardly versatile, and individuals who travel and get brand. Two years back, we set up 25 stores (in a year). During the last financial 2018-19, we included 30 stores.

This year we will beat that number considerably and by end of March 2020, we will have included a lot a greater number of stores than we included in the past," Gurney said. With per store venture prerequisites being evaluated at INR 1.7-2 crores, the complete CAPEX plan by the organization works out in overabundance of INR 50 crores during current monetary on the off chance that it opens more number of stores than a year ago. Be that as it may, Gurnaney ceased from giving venture figures for 2019-20.

The organization is likewise open to different open doors for development including inorganic development through acquisitions. Be that as it may, when tested about any probability of a venture plan in the espresso chain Cafe Coffe Day (CCD), Gurnaney denied estimating any discussions for securing. "We are very hopeful about India. We will be attentively forceful (to extend). (At present) we are not in discussions with anyone for obtaining.

In any case, we are hoping to develop constantly," he included. With an end goal to upgrade the client experience, Starbucks is presenting new nourishment things, taking into account all client needs including breakfast and lunch. The income share from nourishment things is right now around 25%, even as it keeps on developing with new things to meet the client's needs.

Who founded Starbucks?

Starbucks was started by Hun Baldwin, Zev Siegl, and Gordon Bowker in 1971.

Where was the first Starbucks started?

Starbucks was started in Pike Place Market, Seattle, Washington, United States.

When was Starbucks started in India?

Starbucks was launched in India in 2012.

What is the revenue of Starbucks?

Starbucks revenue was recorded $29.02 billion in 2021.

How many Starbucks stores are there worldwide?

There are 33,830 Starbucks stores in the world as of 2021.

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