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今天,西雅图的居民已经习惯了遍布全市的咖啡销售点,咖啡蒸煮具的嘶嘶声在各个角落都随处可闻,甚至连贫民区的乞丐也排着长队,购买1.85美元一杯的牛奶咖啡,各种家用咖啡蒸煮具销售商店和修配公司也应运而生。这个西北边陲重镇的居民们对咖啡是如此热衷,以至西雅图时代杂志专栏作者为该市起了一个绰号:“咖啡王国”。 但在6年前,这一切根本不存在,市民们只使用从超级市场购买的听装速溶咖啡。正是舒尔茨的“星鹿”公司,改变了西雅图市民的生活习惯,因此,他被誉为“咖啡王国”的缔造者。 一、抓住良机,大胆创新 “星鹿”公司成立于1971年,由巴德温、西格和波克三位20来岁的年轻人一手组建,他们主要经营未经加工过的咖啡豆。到1982年,“星鹿”已初具规模,拥有一个批发部和5个零售商店。
Today, residents of Seattle are accustomed to coffee sales outlets throughout the city. The hiss of coffee cooking wares can be heard everywhere. Even gamblers in the ghetto line up to buy a $ 1.85 glass of cappuccino, A variety of home coffee cooking with sales shops and repair companies also came into being. The residents of this northwestern borough are so keen on coffee that Seattle Times columnist nicknamed the city “Coffee Kingdom.” But six years ago, none of this existed at all. Citizens used only canned instant coffee purchased from supermarkets. It is Schultz’s “Star Deer” company, changing the habits of Seattle citizens, therefore, he was hailed as “coffee kingdom” founder. First, take the opportunity to boldly innovate “Star Deer” company was founded in 1971 by Budwin, Sig and Polk three young 20-year-old formed, they mainly engaged in raw coffee beans. By 1982, “Star Deer” has taken shape, with a wholesale department and five retail stores.