For example, they use only one recipe for banana bread, rather than eleven! By simplifying their business practices, they were able to provide lower prices for their customers. Also, with the economy being at an all time low, Starbucks realized that cheaper prices were a necessity.
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Promotions include discounted drinks and free flavor shots to repeat visitors. Once a customer has obtained this card, they are given incentives and promotions for continuing to frequent their stores. For frequent, loyal customers, Starbucks decided to provide a loyalty card. By joining the National Business Disability Council, Starbucks gains access to resumes of people with disabilities.Īnother way Starbucks has shown commitment to the consumers is by cutting costs and retaining loyal customers. A few changes include: lowering counter height to improve easy of ordering for people in wheelchairs, adding at least one handicap accessible entrance, adding disability etiquette to employee handbooks, training employees to educate them on disabilities, and by joining the National Business Disability Council. The company is trying to turn stores into a more adequate environment for customers with disabilities.
By doing research on Starbucks consumer demographics, they realized that people with disabilities are very important. The best way to get the customers what they want is to understand their demographic groups. The second way Starbucks has shown corporate social responsibility is through their commitment to consumers. Hopefully, these new design elements will help the environment and get Starbucks ahead of their market. According to Starbucks, going green over time outweighs the upfront cost by a long shot. Many people don’t look into environmentally friendly appliances because the upfront cost is always more. LEED improves performance regarding energy savings, water efficiency, and emission reduction. Twelve stores total plan to be renovated and Starbucks has promised to make each new store LEED, meaning a Leader in Energy and Environmental Design. This new Manhattan store now conserves energy, water, materials, and uses recycled/recyclable products. To educate the community, they placed plaques throughout the store explaining their new green elements and how they work. This renovation included replacing old equipment with more energy efficient ones. Starbucks made that decision to renovate a 15 year old store. Their first attempt to produce a green store was in Manhattan. Starbucks and the environment benefits from this decision because it helps continue to portray a clean image.Īnother way to improve the environment directly through their stores is by “going green”. In turn, this costs more for the company overall, but the environmental improvements are worth it. Responsibly grown coffee means preserving energy and water at the farms.
Not only does responsibly grown coffee help the environment, it benefits the farmers as well. What this means is that Starbucks will aim to only buy 100 percent responsibly grown and traded coffee. In order to improve the environment, with a little push from the NGO, Starbucks first main goal was to provide more Fair Trade Coffee. The first way Starbucks has shown corporate social responsibility is through their commitment to the environment. The corporate social responsibility of the Starbucks Corporation address the following issues: Starbucks commitment to the environment, Starbucks commitment to the employees, Starbucks commitment to consumers, discussions of ethical and unethical business behavior, and Starbucks commitment and response to shareholders.
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