스타벅스가 은행처럼 운영되는 이유(월스트리트저널 2022.01.13.)

https://www.youtube.com/watch?v=1-OJX1rwnl8 

 

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Why Starbucks Operates Like a Bank | WSJ The Economics Of

2022. 1. 13.

 

요약 Summary

Starbucks, the $124.4 billion global coffee giant, trails only McDonald’s as the largest restaurant chain by market capitalization. Until a few years ago, the massive coffee company held more mobile payment users(모바일 결제 소비자) than Apple Pay. But what actually makes Starbucks excel in(앞서나가다) a crowded market? WSJ’s Heather Haddon explains how Starbucks used technology to build its loyal customer base(고객 충성도를 구축하다) and why mobile orders are shifting the chain’s business priorities.(경영의 우선순위)

 

목차 Table

0:00 Starbucks operates like a bank

0:52 Starbucks’s history and menu

2:59 Starbucks’s technology

4:16 Store models

4:49 Culture and values

 

 

내용 Content

0:00 Starbucks operates like a bank

은행 같은 방식으로 운영하는 스타벅스

 

(dramatic music) (liquid hissing)

 

- [Narrator] If you've ever ordered something at Starbucks, you've probably loaded one of these.(카드에 돈을 넣다)

 

- Starbucks, between October and December has had something like $3 billion of value is loaded onto these cards.(30억 달러의 돈이 카드에 들어있다) I mean, that's a lot of money.

 

- [Narrator] So much money in fact, that if Starbucks was a bank, it would rank as the 385th biggest(규모로 보면 385인) in the country. And it's money that Starbucks gets to use upfront as revenue(명백히 수익으로 볼 수 있다) before a single product is even purchased.

 

- Eventually it is a liability(지불해야 하는 증권) if someone chooses to use it, and you will find that in lots of gift card programs, they're plenty of people who never use it.

 

- [Narrator] So how important is Starbucks' mobile app and gift cards(모바일 앱과 기프트카드) to its bottom line(총 매출)? And what role does technology play in its continued evolution? This is the economics of Starbucks.

 

 

0:52 Starbucks’s history and menu

스타벅스의 역사와 메뉴

 

- In 1971, the first Starbucks, a small unassuming café(그저 작은 동네 카페) opened in Seattle's downtown. Fast forward 50 years(50년 앞으로 빠르게 돌려보면), and that store is still in operation(여전히 운영중인), but Starbucks is a global coffee giant.

 

- Only McDonald's is bigger than Starbucks when it comes to market caps(시가총액). So they are really a powerhouse(강자) when it comes to really the whole restaurant industry.

 

- [Narrator] In its early years of operation Starbucks expanded slowly and only within Seattle. It wasn't until 1987 when(1987년이 되어서야) the original owners sold the company to its then marketing director, Howard Schultz, that the Starbucks that we know today took root(뿌리를 내렸다, 자리잡았다). Schultz began expanding Starbucks outside of the city and introduced Americans to what was then a little known(당시로서는 많이 알려지지 않았던) Italian drink, the espresso.

 

- They were really founded on this coffee house culture(커피문화) that they make each beverage by hand according to order(순서에 따라 손으로). As Starbucks has grown, that has gotten more complicated.

 

- [Narrator] Today, Starbucks says they make more than a 170,000 different varieties of drinks.(17만 개 이상의 음료)

 

- These beverages can be very complex. They can take a while(시간이 걸리다). They can take many different ingredients. And so it's good for Starbucks. And that these tend to be higher price beverages, but for workers, the baristas, they can be very complicated.

 

- [Narrator] The company's early investment in espresso has transformed to many different signature drinks(특색 음료) from the creation of the frappucino(프라푸치노) to the launch with a pumpkin spice latte.

 

- Pumpkin spice latte, high five it.

 

- They really didn't know that it would take off(성장하다) like it did, but clearly it is formed quite a phenomenon all around the world really.

 

- We introduced pumpkin to spice, us here, Starbucks.

 

- One additional thing in Starbucks evolution is cold beverages(찬 음료) have become much more important to the company, whether it's just an iced coffee(아이스커피) or a nitro iced coffee(나이트로 아이스커피), or all these cold foam and cold brewed(콜드브루 커피). Increasingly(점점 더) this is so important to their revenue, the company has gone through periods where frappuccino sales have softened(판매가 줄어들다), but they've come up with more cold drinks to keep people interested and keep people ordering.(사람들의 흥미를 계속 끌어 주문하게 만들다)

 

 

 

2:59 Starbucks’s technology

스타벅스의 기술

 

- [Narrator] In part due to the company's Seattle founding technology has played a large role in the change dominance.

 

- A key moment of(~의 중요한 순간) that was the founding of its mobile app in 2009, which was very early for one of these kinds of apps. And they really saw this as a digital flywheel(안정적으로 수익을 창출하는 디지털 도구).

 

- At the end of 2021, mobile orders accounted for nearly a quarter of all Starbucks transactions in the US. Many of those purchased through a virtual Starbucks gift card(스타벅스 디지털 기프트 카드), which was previously the only way a customer could order on their phone. Today, a little under one half or 44% of all transactions at Starbucks are done with((거래)가 된다) a Starbucks card. In fact, so many Starbucks customers use a Starbucks card or the Starbucks mobile app to purchase items that Starbucks says it holds about $2.4 billion in cash that was uploaded by customers to be used later. That number exceeds the deposits at(~의 예치금보다 많다) many American banks.

 

- Starbucks also gets a lot of data from that. They own a lot of that data in a way that many companies don't because they have created this whole ecosystem(전체 생태계) where people are using the Starbucks app, they're mobile ordering, and they're hooked into(~와 연결돼있다) that Starbucks unique proprietary system(소유 시스템).

 

 

 

4:16 Store models

매장 모델

 

- [Narrator] As mobile payments rise(모바일 결제가 늘면서), Starbucks' business priorities have shifted. Prior to the pandemic, approximately 80% of US Starbucks transactions were on the go(활발히 되고 있다), either as drive-through(드라이브스루) or mobile order. Starbucks started in cities, but really has spread all around the country, including the suburbs. And a lot of that is through drive-thrus.

 

- [Narrator] These alternate pickup options are becoming increasingly important to the company's bottom line.

 

- Especially during the pandemic. I mean, these stores have been a lifeline(생명줄) to Starbucks because they kept running(계속해서 운영하다) and people could easily queue up(줄서다) and go and not have to enter an actual cafe.(실제로 카페에 들어가다)

 

 

 

4:49 Culture and values

문화와 가치

 

- [Narrator] Starbucks has long said that(계속해서 말해왔다) "It remains committed to(~에 계속해서 노력하다) a set of values established early in the company's existence."

 

- Starbucks is very committed to trying to create a connection between its baristas and its customers,(바리스타와 고객간 유대감을 만들다)even in its drive-thru. They talk about this on earnings calls that there are these customer connection scores.(고객 유대감 점수) They want to make sure that everyone is feeling good about(~에 대해 좋게 생각하다) their Starbucks experience, which is getting increasingly challenging when you're ordering through a drive-thru or a mobile app. You're trying to get in and out.

 

- [Narrator] Starbucks says, "Those values also appear in the manner(~에 드러난다)in which their stores are designed."

 

- The items you will find in the store, they really choreograph that(~를 적절히 배치하다) down to where the basket of water is placed into a store. They want this all to feel very similar.

 

- [Narrator] Starbucks has long touted(계속해서 얘기하다) its internal culture, which it says is built on a strong relationship between management and employees.

 

- The workers at it's stores are not called workers or baristas they are called partners. And this is very central to(~의 중심) the company's ideology. Part of that is that all these partners do get shares in the company, it's called Beanstalk(스타벅스 근로자들이 소유한 자사 주식).

 

- [Narrator] That relationship may look different going forward for some Starbucks locations. After two of three Buffalo stores voted in favor of unionization.

 

- Since then, Starbucks has thrown a huge amount of energy and resources into this issue.(많은 에너지와 자원을 쏟아 붓다) And executives have traveled to Buffalo extensively to meet with workers, to try to understand their concerns to the company. They want to maintain this direct relationship with their workers, they call unions an intermediary(중재자). They do not want that relationship to be severed(퇴색되다, 악화되다). But according to these workers, they who support the union, they want a more direct relationship with the company.

 

- [Narrator] In a statement to the "Wall Street Journal" Starbucks said, "Starbucks's success past, present, and future is built on(~에 기초를 두고 있다) how we partner together, always with our mission and values at our core(핵심 가치로 여기다). From the beginning(처음부터), we've been clear in our belief that we are better together as partners without a union between us at Starbucks. And that conviction has not changed.(이렇다는 신념은 변함이 없다)"

 

- They are the world's biggest coffee chain. They are very dominant(시장 지배적이다) when it comes to coffee sales, and they are really synonymous with(~와 동의어다, ~의 대명사다) the coffee house culture in a lot of ways, but they do face increasing pressures.