(5) Complete Education Training System
Coffee shops belong to the food and beverage service industry, and the service industry usually has direct
interaction with consumers as the first line of contact. Therefore, store staff performance would most directly
influence consumer impression of the stores. Starbucks CEO and Chairman Howard Schultz also believes that the
secret of success is not the coffee but the people. Only by continuing to accumulate value will the overall company
continue its success. ‘People’s values’ are something that they can be extremely proud of. He firmly believes that it
is the ‘people’ who give life to a business, serving coffee in the people industry and not serving people in the coffee
industry. Therefore, having a complete educational training system to train staff for their better performance is a
must-have element for managing a café.
Based on the findings of this research, details of some tactics for strategic application by all chain business and
chain management headquarters are provided below