Why Luckin Coffee Survived After Its Scandal?
Advances in Economics, Business and Management Research, volume 203Proceedings of the 2021 3rd International Conference on Economic Management andCultural Industry (ICEMCI 2021)Why Luckin Coffee Survived After Its Scandal?A SWOT Analysis with Starbucks as a ComparisonZhaoyuan Gu1, †, Boyang Qi2, †, Yirui Zhao3, *, †1Business Analytics, Fordham University, School Address: 155 West 60th Street, NY, USAJapanese, Shanghai International Studies University, School Address: 1550 Wenxiang Road, Songjiang District,Shanghai, China3Economics and Mathematics, Duke University, School Address: Durham, NC, USA*Corresponding author. Email: yirui.zhao@duke.edu†These authors contributed equally.2ABSTRACTBecause the per capita consumption of coffee in China is far lower than that in western countries. The market potentialis very large, and there is a market vacancy between high-end coffee brands and low-end coffee brands. Luckin Coffeedecided to build a cost-effective intermediate coffee brand in China. At present, although it has experienced financialfraud, it has still achieved certain success. This paper uses the SWOT method to analyze the strengths, weaknesses,opportunities, and threats in the operation of Luckin Coffee since the financial fraud scandal in 2020. Based on thetheory of consumer behavior and the actual situation of Luckin Coffee’s operation, it also points out the factors thatpositively impact consumer decisions in coffee consumption, such as culture, brand credibility, product quality,advertising, and big data, etc. This paper is different from the previous academic evaluation of the initial stage ofLuckin Coffee, where the initial strengths may have changed over time to become a drawback for the company'sfuture development. With this in mind, this paper assesses the recent situation of Luckin Coffee and compares it toStarbucks, a multinational coffee giant brand with a considerable share in the Chinese coffee market. The study foundthat consumers are willing to continue to consume Luckin Coffee’s products despite its notoriety in the capitalmarkets, suggesting that Luckin Coffee’s business model, which was rebuilt after the scandal, does maintain someappeal to consumers. However, Luckin Coffee still needs to make many efforts if it wants to fully repair its reputationand obtain more profits.Keywords: Luckin Coffee, SWOT analysis, Consumer Behavior, Marketing Strategy, Coffee Market.1.INTRODUCTIONAs a country that is the birthplace of tea culture,China has a long history of tea consumption. Accordingto Caffeine Informer, caffeine from tea accounts formore than 95% of the average caffeine intake forChinese people [1]. However, with the recent fastdevelopment, increasing national income, andglobalized market communication, more and moreChinese people also gradually became coffee lovers. Asthe International Coffee Organization pointed out, from2009 to 2019, the annual sale of coffee in Chinaincreased by 16%, which is eight times the averageincrease worldwide [2]. Also, it was expected that in thenext few years, the growth rate would maintain at 11%to 15%, and the market size would be likely to havemore than 44 billion Yuan by 2022 [3]. All these trendsshow that China is one of the most potential coffeemarkets in the world.By opening its first store in Beijing in 1999,Starbucks entered the Chinese coffee market. This canbe considered a sign that foreign brands are entering theChinese market. Starbucks is an American companyfounded in 1971 in Seattle, WA. Its mean business isretail coffee. With 20 years of careful operations, it hastaken around 60% of the market share in the coffeemarket of China [2]. In a study finished in 1970 byParyani, K, Starbucks’ key reasons for Success can bedivided into three parts: the coffee itself, customerexperience, and customer services. For Coffee itself,Starbucks has a well-developed supply chain for coffeebeans. Starbucks has its Dark Roast Coffee. By roastingthe coffee bean dark, Starbucks chooses quality ratherthan saving raw material cost. For People who servecoffee, Starbucks has its standard coffee making andcustomer serving principle. Each employee in Starbuckis a well-trained coffee maker and an expert onStarbucks partner rules. For experience in StarbucksCopyright 2021 The Authors. Published by Atlantis Press International B.V.This is an open access article distributed under the CC BY-NC 4.0 license 21
Advances in Economics, Business and Management Research, volume 203Stores, Starbucks wants to define itself as a “third place”other than their home and workplace. They hope thatcustomers can have a good time talking to their businesspartners, friends, or lovers while enjoying a cup ofcoffee in their stores [4]. Besides Starbucks, foreigncoffee brands, such as Costa from the UK and Nestlefrom Switzerland, also took their piece of share andsuccessfully entrenched themselves in the Chinesemarket [2].The success of foreign coffee brands in Chinainspired Chinese people to establish their coffee chainbrand and led to the fast development of online andoffline stores which sell coffee-related products. In 2017,a domestic coffee brand, Luckin Coffee, was founded.To exceed Starbucks in the number of stores and salesand become the biggest coffee chain brand in China,Luckin Coffee received a lot of attention and used itsastonishing expansion speed to show that it was notbragging. It opened 2963 stores in two years, nearly halfof the stores Starbucks opened in China in 20 years [2].One of the causes of this quick expansion is that insteadof adopting traditional operation strategies of someexisting coffee stores, Luckin Coffee made full use ofonline shopping and created many innovative strategiesto provide consumers convenience and enjoyment. Forexample, consumers can order their drinks on mobileapps and choose delivery or pick-up service based ontheir preferences. This sales mode came to play animportant role during the COVID-19 pandemic. Asresearches have shown, the epidemic has led to adramatic change in the consumption situation, withonline ordering and ‘no-touch’ delivery becoming majortrends [5].However, the development of Luckin Coffee is notalways easy. On April 2nd, 2020, Luckin Coffeeadmitted that the company falsified a 200-million-yuanvolume of trade. This news triggered a five-degreemeltdown. On May 19th, Luckin Coffee was delisted inthe end. Although the scandal gave Luckin Coffee ahard hit in the stock market, its sales did not experiencea huge decline. After the scandal, Luckin Coffee alsomodified its strategies, including starting to close storeswhile opening new ones to reconstruct its commerciallayout in China, providing smaller discounts, andinnovating new products to offset the negative effectfrom raised prices. With all these changes, by the end of2020, 60% of Luckin’s stores started to earn profits. It isclear that Luckin Coffee managed to survive after thescandal, and this success is highly related to itsconsumers.After Luckin Coffee’s establishment, many papershave investigated its strategies and made comparisonsbetween Luckin and Starbucks from perspectives suchas pricing strategies, advertising strategies, and layoutstrategies. The research pointed out that Luckin Coffeeand Starbucks have a large difference in their valuepropositions [6]. As a result, these two brands developedquite different strategies, but all these strategies areaimed to attract more consumers. After the scandal,some papers also studied the problems Luckin exposedduring that event and showed worries about its future.But these papers did not take Luckin Coffee’s strategychanges and the post-epidemic era into considerations.Also, all the comparisons in the existing research weremade before the scandal. No one has tried to make anew comparison between Luckin Coffee and Starbucksfrom a current perspective. Both brands have adoptednew strategies, so an updated comparison is necessary.After looking at the whole coffee market in China,the key players inside the market, Luckin Coffee’sdevelopmental history, and existing research papers.Why is Luckin Coffee still alive in this market aftersuch a scandal became an essential problem. Currently,no papers have done similar research. Therefore, thequestion which is researched in this paper is why thestrategies are taken by Luckin Coffee after its scandalare successful. By answering this research question, thispaper can better understand how a company can regainconsumer loyalty after a scandal and explore newmarket opportunities. Also, this type of research ismeaningful because it is beneficial for other ChineseCoffee brands to make their strategies to survive in amarket mainly dominated by foreign companies.The hypothesized answer to this paper’s researchquestion, based on existing information, would berelated to Luckin Coffee’s low price, convenience,product variety, cultural background, and so on. Toprove this hypothesis, this paper first carried out aliterature review about factors that consumers care aboutand can lead to positive consumer responses to give thispaper’s further analysis theoretical support. Then thispaper conducted a SWOT analysis of Luckin Coffeebased on its current strategies, with Starbucks as itscomparison. Besides finding the factors that helped withits recovery, which are its strengths and opportunities,this paper also wants to find hidden dangers in its modelto give some advice for its future development. This isalso why this paper decided to include Starbucks, whichis one of its main foreign competitors, in the analysis.2.LITERATURE REVIEW2.1. Influential Factors of Consumer BehaviorA large and growing body of literature hasinvestigated consumer behaviors based on a variety offactors. Studies in the 1980s considered price, quality,and value from the consumers’ perspectives as keyfactors that affected consumers’ purchasing behaviorand product preference [7-12]. Also, besides these threefactors, more and more recent studies have started toexplore other fields that can also influence consumerbehaviors, such as cultural background, brand credibility,advertisement, and the most recent technology—bigdata.2522
Advances in Economics, Business and Management Research, volume 2032.1.1. PriceIn 1988, Zeithaml pointed out that consumersperceived price as what costs them to obtain the productthey want, so price should be divided into monetary andnon-monetary prices [12]. He suggested that peopleshould not ignore non-monetary prices, such as time andeffort when studying consumer behaviors [12]. Thiscorresponds to an earlier study from Kelley published in1958, which discussed the importance of convenience inconsumer purchasing. Kelly showed that consumers hadhad a sense of taking an evaluation of convenience intotheir shopping considerations since a long time ago.That evaluation was omnifarious, including form, time,place, quantity, packaging, readiness, combination,automatic, selection, and credit convenience [13].Tomas M. Hult in 2005 can be beneficial for analyzingLuckin Coffee about the relationship between productquality and customer behavior under the situation ofonline shopping [16]. Luckin Coffee has a huge amountof online orders. Therefore, it is necessary to take a lookat it. For online shopping, tangible items’ quality ismuch more important than intangible items. Under thistheory, products that involve touch, taste, or smell,products’ quality influences customer behavior.However, compared to other online variables, thecoefficient of product quality correlated to customers’behavior is considerably small. Therefore, itsimportance is limited.2.1.4. CultureFor the interpretation of value, after gatheringrespondents’ answers in his exploratory study, in 1988,Zeithaml concluded consumers’ perceptions of value:the overall assessment of product utility based onconsumers' evaluation of what they got and what theygave [12]. In a study of discount retailing in 2008,Carpenter extended the value into two parts, which areutilitarian value from the result of getting the neededproducts from a shopping trip, and hedonic value fromthe enjoyment consumers can experience during ashopping trip [14]. After collecting data throughcomputer-assisted telephone interviews among a sampleof US customers aged 18 or older and a mathematicaldata analysis, Carpenter claimed that an increase ineither utilitarian or hedonic value had a positive effecton consumers’ satisfaction degree, which leads to theincrease of word of mouth communication and share ofpurchases [14].In 2017, Sharon Shavitt and Hyewon Cho validatedthe results of the relationship between culture andconsumer behavior from horizontal and vertical culturalfactors. And it has been noted that Culture environmentshapes the thinking styles of consumers, leading to thedifferences in consumers' cognitive processes, which hasan important impact on consumer behavior. Hence, theysuggested companies should take culture into accountwhen developing strategies to meet different consumerpreferences [17]. Intercultural sensitivity is a conceptintroduced by Bennett, which refers to the ability tocope with cultural differences better in the context ofcultural convergence [18]. In 2020 Hanxin zhu, LiyangMiu, and Yunwan Cao compared and analyzed themarketing strategies of Starbucks and Luckin Coffee inChina from an intercultural sensitivity perspective andfound that companies must be fully aware of the impactof cultural differences on consumer behaviors whenengaging in intercultural marketing [19]. The only keyto sales success is to combine the positioning of theproduct with the culture of the target ethnic group [19].2.1.3. Product Quality2.1.5. Brand TrustIn a study finished by Franklin Alen in 1984, productquality is related to brand reputation. Thus, it caninfluence customers ‘choices [15]. To set up this logic, itis necessary to assume all customers are perfectlyrational. They take actions based on maximizing profitsonly. In this simple model, if a company already has abad reputation and its product quality cannot beobserved directly by customers, it is not profitable for acompany to increase its quality. Under this kind ofsituation, customers will not be willing to pay a higherprice. It is not a point at Nash Equilibrium. Sincecustomers’ choices can be affected under this situation,companies do not need to improve their product quality.However, for a kind of product, its quality can bedirectly observed by customers. At the same pricecompared to other competitors, it is essential to have abetter quality than others. That is because the bestchoice is formed during this kind of Nash Equilibrium.Another study completed by Kenneth K. Boyer and G.In 2002, Tu ̈lin Erdema, Joffre Swait, JordanLouviere published a thesis about brand credibility andconsumer price sensitivity. The paper noted that brandscould influence various stages of the consumer choiceprocess and thus the various components of theconsumer utility function [20]. When consumers areuncertain about brand and market information isasymmetric, the impact of price on consumer utility maybe moderated by brand credibility. The research hasindicated that brand credibility decreases pricesensitivity [20]. Moreover, the research published by JillSweeney and Joffre Swait in 2008 lead to the enhancedunderstanding that brands play an important role inmanaging long-term customer relationships and brandcredibility increasing word-of-mouth and reducingcustomer switching behavior [21].2.1.2. Value2523
Advances in Economics, Business and Management Research, volume 2032.1.6. AdvertisementIn a study finished by Masoumeh Fardi in 2021, theeffect of advertising can be divided into two parts. Oneis modifying customers’ attitudes toward the Brand.Another is changing customers’ behavior. The method ofadvertising can also be divided into two parts: RationalAppealing and Emotional Appealing. So the relationshipbetween the two methods and the two kinds of changesare analyzed in this study. The results come out here isthat emotional appeal is the dominant factor [22].Especially in the Coffee market, the rational factor doesnot play an important role because coffee’s elasticity isconsiderably low.In modern times, traditional advertising methods andonline advertising have also become an important partof advertising. In a study done by Dr. Parul Deshwal in2016, the main factors and effects of online advertisinghave been studied. The main component of onlineadvertisements can be divided into several parts:Floating ads, Expanding ads. They are the two phases ofonline advertising. The first Phase is that customersnotice that a window pops up during his or her surfing.It is usually a simple image and several keywords. Andthe second phase is when the main advertising pagecame out when the customer did click on the window.The goal of online advertising can be divided intoseveral parts: Generate sales, Build Brand Loyalty,Improve Customer Services, Increase Website Trafficand Build a Social Media Network. However, the actualresult may not be that optimistic. Customers usually feelannoyed since they want to get to their goal immediately,not stopped by those online advertisements. Fromanother perspective, a new type of online advertising isincreasingly growing, which is social media advertising.It is not as annoying as advertisements on those webpages because social media users hope to findinteresting and new information. In the future,advertisements on social media will become more andmore important [23].2.1.7. Big DataIn 2020, based on the general Internet environmentin China, Caihua Zhang and Tongxin Tan expounded onthe connotation and characteristics of big data. Theydiscussed how and what big data affects consumerbehavior in their paper [24]. This study concluded thatthe information processing technology of big data couldimprove external stimulation, personalization, andprecision to stimulate consumer interests and guideconsumers to make optimal choices to achievemaximum utility [24].Together, these studies outline that many factors caninfluence consumer behaviors. Suppose a company canproduce products that are priced reasonably and havegood quality, provide consumers with a convenient andenjoyable shopping experience, make full use ofconsumers’ cultural background, advertisement, and bigdata, and maintain good brand credibility. In that case, itwill be expected to receive positive consumer responses,which are helpful for its future development.3.METHODThe main method used in this study is the SWOTanalysis. It is a model commonly used for businessanalytic. It includes the analysis of Strengths,Weaknesses, Opportunities, and Threats for a company.In a study finished by Hill & Westbrook in 1997 and astudy finished by Ying in 2010, this model can helpprovide a better insight into the internal and externalbusiness environment for a particular company [25, 26].This study will do a SWOT analysis for Luckin Coffeebased on its current situation after its scandal. The aim isto use SWOT to answer why Luckin Coffee’s strategyafter the scandal is successful. As mentioned before,Starbucks is a dominant coffee brand in China. Previousstudies have analyzed the success of Luckin Coffeebefore the scandal. Future studies will analyze thedifference in strategies between Luckin Coffee andStarbucks. This paper can fill the gap between previousstudies and future studies by focusing on LuckinCoffee’s strategy for rising from failure.3.1. Data CollectionThe data collection part of this study is mainlyreviewing academic papers written by scholars andnews about Luckin Coffee. This study uses those papersand news as data to analyze the strength, weaknesses,opportunities, and threats of Luckin Coffee.3.2. SWOT Analysis3.2.1. StrengthLuckin Coffee has four main advantages: lowpromotion price, Nationalism inside Chinese customers‘hearts, diversity of products, and various types ofadvertisements.The first advantage of Luckin Coffee is its lowpromotion price. In a study done by Qiu Lingyu in2020, the correct strategy made by Luckin Coffee is itsdiscount [27]. Most coffee consumers in China arefacing a kind of pain in the price of Coffee. Starbucks’insist on coffee’s quality also causes it to insist oncoffee’s price. However, Luckin Coffee is continuouslyproviding discounts to attract customers. It allows themiddle-class to afford to consume coffee regularly. In astudy finished in 2018 by Jennifer Ferreira and CarlosFerreira, they pointed out the growth of income forChinese middle-class people and the desire to improvethe quality of life [28]. Although the discountpercentage is lower than it used to be before the scandal,Luckin Coffee’s price per cup is still much lower thanStarbucks’.2524
Advances in Economics, Business and Management Research, volume 203Besides price, the second advantage Luckin Coffeehas is Nationalism inside Chinese customers ‘hearts.After the scandal, a huge number of customers decide topurchase Luckin Coffee only because of the domesticcoffee brand. They hope to use their own power tosupport a company representing the Chinese in aparticular market.Luckin Coffee also made some adjustments after thescandal.The third advantage of Luckin Coffee is the diversityof its products. To attract customers who prefer teabeverages, Luckin Coffee has increased the diversity ofits products. It started to sell a new series of teabeverages called Luckin Tea. This type of productcannot be found in shops of Starbucks, Costa, and otherfamous coffee brands.The fourth advantage of Luckin Coffee is its varioustypes of advertisements. Luckin Coffee invited severalfamous Chinese stars to endorse their products. Theiradvertisements can be seen on the internet. Bus stops,subway stations, and cinemas. Those various types ofadvertisements helped Luckin Coffee to gather moreattention, and they are sending signs to customers thatLuckin Coffee is still robust after the scandal.3.2.2. WeaknessThe main weakness of Luckin Coffee right now isthat it does not have a unique and selective supply chain,which made its product quality untrusted. Its mainopponent in China, Starbucks, on the opposite, hasunique and strict control of its supply chain. Whetherpicking up raw coffee beans, controlling the temperatureand humidity of the coffee beans, and roasting the coffeebean, Starbucks all has its special standards, which gaveits products irreplaceable quality.3.2.3. OpportunityLuckin Coffee has two main opportunities in thefuture: the current situation of the Coffee market inChina and its cooperation with online delivery platformsin China.The first opportunity for Luckin Coffee is the currentsituation of the Coffee market in China. For theChinese coffee market situation in 2018, which is theyear when Luckin Coffee entered this market, a paperwritten by Ran Zhu has finished deep research. In 2018,the amount of coffee in storage reached 100,000 bags –a 14% increase from 2017. During this time, the coffeemarket in China is becoming mature. About 28% ofconsumers habitually consume coffee in the past 1-5years. A third of consumers usually buy Chinesedomestic coffee brands. Female consumers’ percentageincreased to 58%. And young people are the mainstreamof customers. They captured 72% of the market [29].Therefore, it can be seen here that the size of the coffeemarket is still growing. A considerable amount of coffeeconsumers has the habit of regularly consuming coffee.And most coffee consumers tend to purchase domesticbrands. This is quite beneficial for Luckin Coffee. In astudy finished by Wei Siyu in 2020, She pointed out thestrength of Luckin Coffee in online ordering. Customerscan easily send out orders through their cellphones [30].From the studies mentioned here, it can be seen that thescale of the coffee market in China is still in a growingstage, and the main composition of the market is alsocontinuously changing. If Luckin Coffee can carefullyanalyze the market and make strategies based on them,their income can grow rapidly in the future.The second opportunity of Luckin Coffee is itscooperation with online delivery platforms in China.Since mainly the customers are young people. Theyhope a company’s coffee can be ordered directly fromhome. Since China’s economy is becoming mature, theopportunity cost of walking to a nearby coffee retailstore for a middle-class Chinese citizen is larger than theamount of delivery fee now. Also, after the outbreak ofCOVID 19 in China, customers tend to prefer goods thatcan be purchased online because this can reduce theopportunity of touching other people. Ordering food andbeverages online is becoming a culture in China.Therefore, having channels for customers to ordercoffee online can be considered a kind of strength forLuckin Coffee.3.2.4. ThreatLuckin Coffee is facing two threats: Starbucks’cooperation with Chinese online delivery companies andthe growth of personal coffee shops in China.The first threat of Luckin Coffee is Starbucks’cooperation with Chinese online delivery companies.Eleme take out is an online delivery company in China.It has cooperation with lots of food companies in China.Customers can order meals made by companiescollaborating with Eleme. Luckin Coffee’s mainopponent Starbucks also started its cooperation withEleme Takeout in 2021. Now customers can orderStarbucks online. This may cause Luckin Coffee to loseits advantage of online business. When Luckin Coffeecan be replaced online, its product quality problem willbecome more severe.The second threat of Luckin Coffee is the growth ofpersonal coffee shops. Those coffee shops run byChinese owners that are not chain operation is growingfast right now. Their development is a threat to LuckinCoffee’s offline business. Young consumers hope tohave their unique memories of coffee. They prefer smallpersonal coffee shops other than huge companies.4.RESULTS AND DISCUSSIONFrom the SWOT analysis, it is clear that thelow-price level, diverse products, convenient purchasingprocess, strong cultural support, and widespreadadvertisement offset the negative impact of its scandals2525
Advances in Economics, Business and Management Research, volume 203and helped Luckin Coffee overcome its credit crisis. Butsome of its strengths are losing its power due to thechange of its own strategies and its competitors, such asthe convenient delivery and competitive price. Also, thenew competitors, the individual cafes, are attractingconsumers similar to Luckin’s targets. These threatsurge Luckin Coffee to correct its weakness, which is itsproduct quality. Right now, the good prospects of theChinese coffee market and the consumption trends afterthe pandemic have given it a breath to gradually fix itsproblems. If Luckin Coffee can make full use of theseopportunities, the lasting success will be predictable.The SWOT analysis shows that the strategies aretaken by Luckin Coffee after its scandal are successfulbecause they satisfied consumers' needs formoderately-priced products, selection diversity, andshopping convenience. These correspond to theconclusions of previous studies of consumer behaviors.At the same time, since Luckin Coffee is a domesticcoffee brand, the patriotism of Chinese people madeconsumers did not quite change their positiveimpressions of it after the scandal. Previous studies ofLuckin Coffee did not pay much attention to this point.Combining this finding with studies of consumerbehaviors, this paper can conclude that sometimes thepositive impact of cultural background can outperformthe negative impact from a brand credibility crisis.Compared with previous studies of Luckin Coffeewith SWOT analysis, this paper included Starbucks as acomparison in the study to make Luckin Coffee’sstrengths and weaknesses stand out. Moreover, thestudies focused more on the strategies and contextsLuckin Coffee has after its scandal and the coronaviruspandemic, an updated setting of previous studies. As aresult, there is something new in this paper’s conclusion.Firstly, the conclusion shows that convenience,advertisement, and moderate price are still strengthsLuckin Coffee has, which corresponds to previousstudies. But besides these strengths, the culturalbackground is an advantage often ignored by otherstudies, which actually plays an important role in itssuccess. Secondly, most previous studies claim that it ishard for Luckin Coffee to gain profits while maintaininga low selling price. However, this paper found that itsuccessfully made both things possible from the recentgaining of Luckin Coffee. What it needs to improveright now is its product quality. That improvement needsto be done quickly because competitors such asStarbucks also modify their strategies to accommodateChinese market preferences. Individual cafes aregradually taking more market shares. Thirdly, besidesthe potential Chinese coffee market, which is alwaysmentioned as an opportunity for Luckin Coffee, thispaper also found that the consumption preference afterthe impact of COVID-19 provided Luckin Coffee someadvantages.This study also has some limitations. Although thepaper mentioned the individual cafes in the SWOTanalysis, it did not use it as the main comparison ofLuckin Coffee and did not go deep into its strategies.Future studies can pay more attention to this part to seewhether individual cafes will become the main threat ofLuckin Coffee in the future. Also, the SWOT analysis inthis paper focuses more on the consumer perspective.Future analysis can try to look more at the companyoperations perspective.5.CONCLUSIONThrough a SWOT analysis and based on the study ofthe factors influencing consumer behavior in theexisting literature, this paper presents a consumerperspective on the reasons why Luckin Coffee hasretained a considerable share of the Chinese coffeemarket after the scandal of financial fraud. The studyfurther developed the SWOT anal
Starbucks has a well-developed supply chain for coffee beans. Starbucks has its Dark Roast Coffee. By roasting the coffee bean dark, Starbucks chooses quality rather than saving raw material cost. For People who serve coffee, Starbucks has its standard coffee making and customer serving principle. Each employee in Starbuck is a well-trained .
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