Starbucks Glossary - September 2009

ItemDefinition/Usage (if needed)CanadaIn keeping with International Standards Organization (ISO) standards, Canada isnow abbreviated as CA (not CN) for the country; CAN for Canadian currency.However, to avoid confusion with the state abbreviation for California, spell outCanada rather than abbreviating whenever possible.CAREAn international nonprofit aid and development organization dedicated to fightingglobal poverty. Starbucks has supported CARE since 1992, helping to improvethe lives of people in communities dependent on the production of coffee.Career Coffee BreakTitle case. Describes a Starbucks sabbatical leave of absence.case packTwo words.CD titlesGenerally, CD titles should be listed in quotes: artist name, “album title” (e.g.,Herbie Hancock, “Possibilities”).CDCSee Consolidated Distribution Center.certified coffeesCertified coffees have been grown or sold in ways that help preserve the naturalenvironment and/or promote economic stability. These coffees have beencertified by a third-party organization.certified organic coffeeCertified organic coffee is grown without the use of synthetic pesticides,herbicides or chemical fertilizers, which helps maintain healthy soil and groundwater. The beans must also be processed in certified organic mills and roastingfacilities.chairman, president andceoHoward Schultz’s title. Lowercase.Channel DevelopmentDivision responsible for Starbucks branded products outside of our retail stores.The team works with various business partners across the categories toproduce, distribute and market products.CISee Conservation International.Clover brewing systemDeveloped by The Coffee Equipment Company (founded in 2004, acquired byStarbucks in 2008), this innovative brewing system allows a barista to quicklydeliver one freshly brewed cup of coffee at a time. This technique, which blendsthe best of the vacuum pot and coffee press methods, further develops andunlocks the coffee’s aroma, flavor, body and acidity. Coffees made using thissystem are Clover brewed.coffeeAlways capitalize names of coffees. The full name should be used as it appearsin the Coffee and Tea Resource Manual, including appropriate trademark ( or ) symbols. Coffee produced by Starbucks is Starbucks coffee.Coffee AmbassadorQualified coffee masters who demonstrate their knowledge about coffee, exhibitexcellent tasting skills and are able to effectively communicate coffee informationto others.Coffee MasterA training program through which partners can learn more about coffees.Qualified partners earn black aprons, which are worn as symbols of their coffeeexpertise.coffee pressA brewing process that includes a carafe, plunger and metal screen. Used toprepare coffee ground to a specific coarseness by pouring boiling water over itand pressing the screen down over the coffee grounds.Reference as “coffee press”, not “French press” or “press pot.”coffee sourcing guidelinesSee C.A.F.E. Practices.Coffee Tasting GuideA tool to help partners explore the world of Starbucks coffee by recordingthoughts and experiences as you taste each one.Additional acronyms and abbreviations are listed in the appendix at the end of this document.Located online at Starbucks Partner Portal Resources & Services Starbucks Glossary. 2012 Starbucks Coffee Company. All rights reserved. For internal use only.5

ItemDefinition/Usage (if needed)Coffee Traveler (U.S.) /Coffee Traveller (Canada)Sometimes referred to as Coffee-to-go but should always be referred to by itsproper name.Coffeegear The official source for partners to purchase Starbucks branded apparel andpromotional items for work or personal use. Items are available for purchase atwww.starbuckscoffeegear.com and at the SSC Coffeegear store.coffee-growing countryA country where coffee is grown and from which it is sourced. Do not use“country of origin.”coffeehouseOne word.Cold Beverage Station(CBS)comma, serialDo not use a serial comma unless needed to ensure that the meaning is clear.For example:“He bought coffee, a scone and a CD.” – no comma after “scone”“He bought coffee and a scone at Starbucks, milk at the grocery store, and abaguette from the bakery.” – comma after “store”community storeMakes donations to community-based organizations serving the store’sneighborhood and helps to fund programs with proven track records of success.To date, there are two community stores: one in Harlem and another in theCrenshaw district of Los Angeles.companyWhen referring to Starbucks, use lowercase in internal and externalcommunications. We strongly recommend the use of “Starbucks” or “we” in placeof “the company” when possible.company-operatedHyphenated, lowercase. Do not use company-owned.company-wideSynonymous with enterprise-wide. Hyphenated.connectOne of four behaviors in Starbucks Customer Service Vision.“It can be as simple as eye contact, a warm smile or a thoughtful conversation.When we connect with our customers, we form ongoing relationships built onrecognition – the foundation for world-class customer service.”Conservation International(CI)A nonprofit organization committed to protecting global biodiversity. Since 1998,Starbucks has worked with CI to develop and apply C.A.F.E. (Coffee and FarmerEquity) Practices to evaluate and reward producers of high-quality, sociallyresponsible and sustainably grown coffee.consolidated distributioncenter (CDC)A distribution center operated by a third-party vendor that warehouses, sorts anddelivers a combination of products that would traditionally be delivered to a storethrough different vendors.Conversations &ConnectionsTool used as a “conversation starter” to discuss and coach customer service.Use italics and an ampersand.Additional acronyms and abbreviations are listed in the appendix at the end of this document.Located online at Starbucks Partner Portal Resources & Services Starbucks Glossary. 2012 Starbucks Coffee Company. All rights reserved. For internal use only.6

ItemDefinition/Usage (if needed)copyrightUse of copyright notices informs the public that a work is protected by copyright,identifies the copyright owner and shows the year in which the work was created.Copyright notices should be the last thing read on a page. They should beplaced in the lower right-hand corner if possible. The following elements must beincluded in the copyright notice: The symbol (the letter “C” in a circle), is preferred but the word“Copyright,” is acceptable. The year the work was created. The name of the owner of the copyright in the work, or an abbreviation bywhich the name can be recognized, or a generally known alternativedesignation of the owner. The words “All rights reserved.”Correct copyright notice: 2012 Starbucks Coffee Company. All rights reserved.core coffeesLowercase. The constant foundation of our coffee offerings and available yearround.corporateAvoid using in reference to Starbucks business administration. Do not refer tothe Starbucks Support Center (SSC) as “corporate headquarters.”corporate socialresponsibilitySee Global Responsibility.Creamice frostedbeverageA blended beverage available in Starbucks Foodservice accounts consisting ofmilk, ice and concentrate. The flavors include latte, mocha, mango andraspberry.Create Jobs for USAA U.S. program created to help Americans take an active role in helping tocreate and sustain jobs across the country.URL address: createjobsforUSA.orgCSRSee Global Responsibility.CUP Fund (Caring UnitesPartners)Title case. A partner-supported program that assists partners in financial needdue to a crisis.cup sizesBeverage cup sizes should not be capitalized unless part of a propernoun/name. This includes short, tall, grande, venti and trenta. See beverages.Store cup sizes (e.g., Short stores, referring to a store’s merchandiseassortment) should be capitalized.currencyWrite U.S. currency as .05, 3.95, 10, except in global publications, when itshould be specified as U.S.D. (e.g., 3.95 U.S.D.).Write Canada currency as .05 CAN, 3.95 CAN, 10 CAN.When referring to both U.S. and Canada currencies (such as in the PromotionalWorkbook), write as 3.95 U.S./ 4.95 CAN.customerA person who receives or purchases products, goods or services that Starbucksprovides.Our only customer is our paying customer. Every Starbucks partner, contractorand licensed store associate works for the customer.Use this term instead of consumer or external customer.Customer Contact Center(CCC)Responsible for handling customer inquiries and comments. Contact typesconsist of phone calls, emails and written correspondence.Additional acronyms and abbreviations are listed in the appendix at the end of this document.Located online at Starbucks Partner Portal Resources & Services Starbucks Glossary. 2012 Starbucks Coffee Company. All rights reserved. For internal use only.7

ItemDefinition/Usage (if needed)Customer SnapshotPerformance measure no longer used. See Customer Voice for the currentprogram.Customer VoiceStore-level, month-over-month measure of the customer experience, from thecustomer’s perspective. Electronic survey enables a representative sample ofcustomers to provide feedback on what matters most in gaining their loyalty. Weuse this information to continuously enhance the customer experience andimprove store operations.Carson Valley Roasting Plant. See distribution center and roasting plant.CVRPDaily Offerings Board(DOB)Title case.dark roastDark roasted coffees feature a fuller body and robust, bold flavors.datesDates should be written out, e.g., August 25, 2012. (Note this exception to APstyle.) To avoid confusion with international markets, do not use the format8/5/12. If only the month and year are used, there is no comma (e.g., August2012).daypartOne word.DCSee distribution center.DeafCorrect term. Title case. Use in place of "hearing impaired," "deaf mute" or "thedeaf"; use with person-first language (e.g., "partners who are Deaf”).department namesCapitalize the department name but not the word “department” (e.g., Marketingdepartment).Use an ampersand (&) not “and” in department names (e.g., Research &Development).Did You KnowInteresting and relevant facts about Starbucks products or programs for storepartners to share with customers to make a personal connection and enhancethe customer experience. Usually related to the current promotion.Direct PurchasingProgram (DPP)A purchasing program that allows select, approved, larger licensees in the U.S.and Canada to purchase Starbucks-required furniture, fixtures and equipment(FF&E) directly from our suppliers maintaining Starbucks FF&E specificationsand quality standards.disability terminologyWords to UseWords to AvoidPeople with disabilitiesHandicapped; impairedPeople who are Deaf; people who areblindThe deaf; the blind; the disabledPeople who are Deaf or hard of hearingHearing impaired; deaf muteAccommodation for a disabilitySpecial needsPeople-first language, e.g., people withdisabilities, partners who are Deaf;customers who use a wheelchairDeaf people; wheelchair orwheelchair confined or boundpeople; blind partnersdistribution center (DC)Starbucks-owned or third-party managed distribution locations used forreceiving, storing, processing and s

deliver one freshly brewed cup of coffee at a time. This technique, which blends the best of the vacuum pot and coffee press methods, further develops and unlocks the coffee’s aroma, flavor, body and acidity. Coffees made using this system are Clover brewed.File Size: 309KB