They sold whole bean coffee from places like Colombia, Indonesia, and Ethiopia.

他們出售來自哥倫比亞、印度和衣索比亞等地的全豆咖啡。

Coffee they roasted themselves and hand-scooped into paper bags.

他們自己烤咖啡豆並用手舀到紙袋裡。

To name the place, they look to the nearby waterfront for inspiration.

為了命名，他們從附近的濱水區尋找靈感。

They chose the name Starbucks, evoking a character from the classic novel, "Moby Dick".

他們選擇了星巴克這個名字，喚起了經典小說《白鯨》中的一個人物。

For the logo, they chose a siren as alluring as the coffee itself.

他們選擇了一個像咖啡一樣誘人的女妖作為商標。

Ten years later, a young New Yorker named Howard Schultz traveled to Seattle and walked down the market's cobblestone streets for the first time and into Starbucks.

十年後，一個名叫霍華·舒茲的年輕紐約人來到西雅圖。他走在市場的鵝卵石街道上，第一次踏入星巴克。

From that first sip of Sumatra, he became entranced with the coffee and the company and joined in 1982 as the Director of Operations and Marketing.

從喝下第一口蘇門答臘咖啡起，他就被咖啡和這間公司給迷住了，並於 1982 年加入星巴克，成為他們的營運和營銷總監。

Another year, and another cobblestone road, brought him to the streets of Milan, Italy.

過了一年後，另一條鵝卵石道路把他帶到義大利米蘭的街頭。

It was there Howard noticed these casual, welcoming coffee houses everywhere.

霍華發現那裡隨處都可見到的溫馨咖啡館。

All who entered these cafes were greeted with the same warmth and enthusiasm, whether it was their first visit ever or their third that day.

所有進到這些咖啡館的人都能得到同樣溫暖和熱情的歡迎，無論他們當天是第一次來還是第三次來。

The people holding cups of espresso and cappuccino ⏤ family, friends, co-workers, even perfect strangers, seem to be so present, so connected.

拿著一杯濃縮咖啡和卡布奇諾的家人、朋友、同事，甚至是完全陌生的人，都看起來那麼活在當下、緊密。

And all amid the joyful clatter of coffee grinders, steaming milk, and Italian opera.

一切都在咖啡研磨機喜悅的哐啷聲、熱氣騰騰的牛奶和義大利歌劇中。

Howard was exhilarated by his idea to bring Italy's cafe and espresso culture back home with him.

霍華為他把義大利的咖啡館和濃縮咖啡文化帶回鄉的想法而感到振奮。

He convinced Starbucks to open a test cafe in a single downtown store.

他說服了星巴克在市中心的一家商店裡開設一家試營運咖啡店。

And on a rainy morning in Seattle, Starbucks served its first cafe latte.

在西雅圖一個下雨的早晨裡，星巴克供應了第一杯拿鐵咖啡。

For the cup of good coffee, I just walk half a block north on Fourth Avenue to Starbucks.

為了這杯好咖啡，我從第四大道上向北走了半個街區到星巴克。

All those great caffeine-charged drinks with the Italian names; cafe latte, cafe macchiato, and mocha.

所有好喝的咖啡因飲料都有著義大利名字：拿鐵咖啡、瑪琪朵咖啡和摩卡。

I love it.

我喜歡。

In 1987, Howard and a group of investors acquired Starbucks, merging Starbucks Coffee with the Il Giornale coffee houses Howard had started two years before.

1987 年時，霍華和一群投資者收購了星巴克，將星巴克咖啡與他兩年前開設的 ll Giornale 咖啡館合併。

Starbucks opened its first stores outside the Puget sound in Chicago and Vancouver, Canada.

霍華在普吉特海灣以外的地區開設第一間分店，分別在芝加哥和加拿大溫哥華。

A culture started to form; a culture that would serve as a foundation for the young company's values.

一種文化開始成形，這種文化將成為這家年輕公司價值觀的基礎。

Starbucks wrote its first mission statement, guided by a commitment to maintain its uncompromising principles as it grew.

星巴克的成長過程中，藉著承諾保持不妥協的原則領導，寫下它的第一份使命宣言。

Starbucks also did something unheard of in the retail industry in those days, offering full health benefits to employees, even those working part time.

星巴克還做了一件在當時零售業中前所未聞的事情：為員工提供全面的健康福利，連工讀生都有。

And then Starbucks made its employees partners, offering equity in the company through bean stock.

星巴克讓員工成為合作伙伴，透過咖啡豆股票提供公司的股權。

By the time Starbucks' initial public offering came around in 1992, Starbucks was really starting to take off.

直到 1992 年，星巴克首次公開募股時，星巴克才真正開始起飛。

Starbucks coffee was served on airlines, in airports, and the company was even making a splash on something called the World Wide Web.

星巴克咖啡在機場和飛機上供應，該公司甚至在叫作「網際網路」的東西上大放異彩。

Soon, you could see the siren on storefronts in Los Angeles and New York.

不久後，你就可以在洛杉磯和紐約的店門前看到這個女妖了。

We started to make the experience all our own, adding comfy chairs and playing jazz and blues.

我們開始自己創造出喝咖啡的體驗，增加了舒適的椅子，播放爵士樂和藍調音樂。

Customers liked our music so much we began making our own CDs, beginning with the blue note blend.

顧客非常喜歡我們的音樂，所以我們從混合藍調爵士音符開始，製作屬於自己的唱片。

By our 25th anniversary in 1996, Starbucks was ready to expand beyond the US and Canada.

至 1996 年，星巴克的 25 週年紀念日時，他們已經準備擴展到美加以外的地區。

To be honest, no one was sure how this would go.

講實話，沒有人知道這會怎麼發展。

2, 1!

二、一！

Japan embraced Starbucks, and the company soon opened more stores in Asia-Pacific, before moving on to Europe.

星巴克在前往歐洲發展前，日本接受了他們，因此很快在亞太地區開設了很多分店。

Each day, somewhere in the world, we open three Starbucks stores.

我們每天在世界的某個地方開設三間星巴克的店。

Today, it's our turn.

今天輪到我們了。

China, the Middle East, Latin America, and the Caribbean.

再來就是中國、中東、拉丁美洲和加勒比地區。

Then you see their bewildering menu.

直到你看到了令人困惑的菜單。

You don't see the word "coffee" anywhere.

你不會看到「咖啡」這個詞。

Starbucks continued to pop up in more pop culture as well, in movies, TV shows, and late-night comedy.

星巴克持續在許多流行文化中出現，像是電影、電視節目和深夜喜劇中。

Uh, the category: Top 10 Things You Don't Want to Hear from a Guy at Starbucks.

這一類是，十大你不希望從星巴克的人口中聽到的事情。

Starbucks was trying all kinds of new things.

星巴克正在嘗試各種新事物。

Some were hits, like frappuccino.

有些很成功，像是星冰樂。

Good evening; welcome to Starbucks.

晚上好，歡迎光臨星巴克。

I'll take your order when you're ready.

你選好時我再幫你點餐。

And people flocked to our first drive-thru.

人們蜂擁而至到星巴克的得來速。

Other ideas?

還有想法嗎？

Well, perhaps they were just ahead of their time.

也許他們只是領先於他們的時代。

Starbucks tried to make the world a little bit better.

星巴克試圖讓世界變得更好一點。

Starting the Cup Fund to help partners in crisis.

開創 The Cup Fund 幫助處於經濟危機的合作伙伴。

Opening its first farmer support center.

開設第一個農民支持中心。

Planting community gardens.

種植社區菜園。

And reading to kids.

唸書給孩子們聽。

But by 2007, some cracks were starting to show.

但 2007 年時，一些危機開始浮現。

Going from 1,000 to 13,000 stores, Starbucks was seemingly everywhere.

從 1000 家店到 13000 家店，星巴克幾乎是無處不在。

But with growth came sacrifice, and customers felt the experience had become too sterile, cookie-cutter.

但成長是伴隨著犧牲的，顧客覺得體驗變得過於乏味、毫無變化。

Same-store sales declined for the first time in history.

同店銷售的收入在歷史上首次出現下降。

No company is immune from the impact of the recession, not even the one-time darling of Wall Street, Starbucks.

沒有公司能免受經濟衰退的影響，就算是一度成為華爾街寵兒的星巴克也不例外。

It was clear: The company had to do something.

很明顯地，該公司必須做些什麼。

And so, it did.

於是，它做到了。

Starbucks Partners rededicated themselves to coffee, to their customers, and to each other.

星巴克夥伴們將自己重新致力於咖啡、他們的顧客和彼此。

Starbucks refocused on its core values and on reigniting people's passion for coffee and innovation.

星巴克重新專注於其核心價值，重燃人們對咖啡和改革的熱情。

The company's new mission became a guiding star: To inspire and nurture the human spirit ⏤ one person, one cup, and one neighborhood at a time.

該公司的新使命成為指標性的榜樣：激勵和培養人類的精神，一次一個人、一個杯子和一個社區。

This mission gave partners a purpose and something to believe in when they needed it most.

這個使命給了工作夥伴一個目標，讓他們在最需要的時候可以堅信的目標。

And they got to work rebuilding the company.

他們開始重建公司。

Partners returned to their love affair with coffee, and thanked customers for their loyalty and reached out to them in new ways, always listening and learning.

工作夥伴找回他們對咖啡的熱愛，感謝客戶的忠誠，並一直總是傾聽和學習，以新的方式與他們建立聯繫。

And Starbucks made its stores a better reflection of the neighborhoods they served.

星巴克讓店面變得更好反映了他們所服務的社區。

As Howard would say, "Dream big, and then, Dream bigger."

如霍華所說：「要有大夢想，然後再有更大的夢想。」

We bought a farm we named Hacienda Alsacia, celebrating coffee in the places where coffee is grown, in stores, and in the hearts of partners and customers.

我們買下了一個農場並命名為阿爾薩西莊園，在種咖啡的田、商店裡、在工作伙伴和客戶的心中讚頌咖啡。

Meeting customers where they are and using technology to help improve the connection.

與客戶約在他們的所在地見面，並使用科技幫助改善聯繫。

In 2017, in the spot where it all began, Starbucks started a new chapter when Howard handed over his key to the Pike Place store to a new CEO, Kevin Johnson.

2017 年時，在這個開始一切的地方，星巴克開始了新的篇章。霍華將他在派克廣場店的鑰匙交給了新任 CEO 凱文．約翰遜。

The 1912 key is a symbol, but this key is also the key to our future.

那把 1912 年的鑰匙是一個象徵，但這把鑰匙也是我們通往未來的鑰匙。

Each day, we dedicate ourselves to living our values, creating a culture of inclusion and warmth where everyone is welcome.

我們每一天都致力於實踐我們的價值觀，創造一種歡迎所有人的包容和溫暖文化。

How to act with boldness and courage to challenge the status quo.

如何大膽地採取行動和勇於挑戰現況。

For the past 50 years, the Starbucks mission and values have been not only an anchor for this journey, but the wind in our sails.

在過去的五十年裡，星巴克的使命和價值觀不僅是這一趟旅程的錨，而是我們的揚起船帆的風。

Who we were in the beginning is who we are today.

當初的我們就是今天的我們。