Starbucks (NASDAQ:SBUX) is putting the final nail in the coffin of specialty coffee shops by designing stores that have the feel of a local coffee shop. Brands' (NYSE:YUM) localization strategy in China enabled KFC to become China's most powerful brand. Dunkin' Brands (NASDAQ:DNKN), too, is attempting to localize its Dunkin' Donuts stores. But neither is going as far as Starbucks. Already a leader in the coffee industry, Starbucks could solidify its dominance by going beyond other companies' attempts at localization. Global brand, local storesStarbucks has always had an inviting atmosphere compared to other mass chains. However, as the company grew, it produced ubiquitous stores that all had the same look and feel. To some customers, it was starting to feel a lot like fast food. Bill Sleeth, Starbucks' VP of design for the Americas, told Wired magazine, "What you don't want is a customer walking into a store in downtown Seattle, walking into a store in the suburbs of Seattle, and then going into a store in San Jose[, Calif.], and seeing the same store."
To solve the problem, Starbucks opened 18 design studios around the globe so that designers could visit the locations firsthand and design stores that incorporate local culture. For instance, a Starbucks in Breckenridge, Colo., is a yellow cottage that blends in with the other buildings in the popular ski resort. A Starbucks in New Orleans features work from local artists that gives it a Big Easy vibe. In Mexico, people treat Starbucks as something like a bar, so the designs are more casual and cater to group conversation. In China, people come to Starbucks in large groups; designers accommodate this behavior by adding more movable furniture that customers can rearrange to sit together. In contrast with Americans, who tend to favor fast service that allows them to quickly get on with their day, the Chinese like to sit and relax for a while. In response to this revelation, Starbucks is now building larger stores in China -- some up to 3,800 square feet. It has also added custom flavors like red bean Frappuccinos to appeal to local taste buds.
Of course, not every Starbucks can be a completely unique location. The company scales its designs by allowing for custom colors and materials for the average location, but the overall design of the store and furniture is the same as other stores. For example, locations in Florida tend to use lighter colors and cool furniture to match the bright sun and hot weather. A step further than the competitionIn many foreign countries, the localization of a foreign brand is critical to its success in the country. Brands discovered that adding local tastes to its menu, like Thai-style fried rice and soy milk, was an important part of gaining widespread acceptance in China. Brands has done so well in China that brand research company Millward Brown ranks its KFC concept the top foreign brand in the country. Millward Brown concludes that companies that understand the unique tastes of the Chinese consumer have the most success in the country. While KFC claims the top spot in China, Starbucks does not even crack the top 20.
But Starbucks is going all out to mimic the atmosphere of the local coffee shops that coffee snobs around the world crave. Its dedication to designing unique stores further separates it from low-end chains like Dunkin' Donuts. Dunkin' Donuts customizes its menu in some locations; for example, it serves a shredded pork pastry in China. But Dunkin' Brands will never be able to capture the coffee shop vibe that keeps customers coming back for high-priced coffee at Starbucks. Foolish takeawayCustomers want to order from the same menu with the same quality food and beverages whether they go to a Starbucks in Seattle or San Jose, but they do not want the same surroundings. Starbucks is going beyond the competition by incorporating local tastes into its store designs so that customers do not get tired of seeing the same concept everywhere they go. If Starbucks can successfully localize even as it globalizes, then its dominance of the specialty coffee market is all but assured.Teacher discounts don't often receive the same hype and attention as those for students.
But be confident, oft-neglected educators of the world -- businesses haven't forgotten you.Along with classroom supplies and other learned goodies like books, numerous teacher discounts are offered nationwide, running the gamut from laptops and Photoshop to museum entry and insurance benefits.While eligibility changes based on where you purchase, most offers are redeemable by kindergarten teachers and college professors alike. Also remember seasonal promos, particularly back-to-school sales and Teacher Appreciation Week in early May. Merchants without regular promotions often roll out limited-time offers.To add much-needed oomph to your spending, Gift Card Granny compiled a top-notch list of the 82 most lucrative discounts for teachers. Keep in mind, however, that policies may vary by location. Some give a different percentage off, others shift education discounts over time, still others simply don't honor deals. Call ahead before making a purchase to avoid frustration. Quick links: Arts & Crafts |
MuseumsLAST UPDATED: DECEMBER 27, 2016ARTS, CRAFTS & SCHOOL SUPPLIESSave more on crafts and office supplies with discount gift cards for Michael's, Joann Fabric, Staples,Office Depot and A.C. Moore.Save more on books with discount gift cards for Barnes & Noble and Books-A-Million.Save more on clothing with discount gift cards for Loft, The Limited, J. Crew, Banana Republic and New York & Co.Save more on electronics with discount gift cards for Apple Store, Sony Style and Dell.Save more on lodging with discounted hotel gift cards.It’s been my dream to make my 2nd grade classroom look more like a “Starbucks for kids”, and less like, well, a classroom. Think about when you go to Starbucks to complete some work. Why do you choose to work there? Where do you choose to sit? I usually gravitate towards the comfy seating choices like the couches and big chairs, and yet, I see people choose the tables and chairs over and over again. Regardless, when you walk into Starbucks, you have choice.
You get to choose where you sit. No one checks you in and directs you to a spot, telling you that you must sit there for the remainder of the day to do your work. If you need to get up, walk around, or choose a different seat, you are free to do so. As I sat in our local Starbucks this past summer, I looked around and thought—why can’t my classroom look like this? After several weeks of planning and a little bit of faith, what resulted was this: But how did I get to this point? Let me take you through some common questions I get asked about classroom redesign—so that hopefully, you can do the same. Before I even purchased a single thing, I thought about why I was doing a classroom redesign. If we truly want to prepare our students for the real world, we need to put them in responsive, dynamic environments that reflect life outside of a traditional classroom. And what’s that life outside like? Full of choices, where adults are responsible for their own learning.
As a college student visiting my classroom once said, “It’s like you’re treating them like little adults.” And as my teaching has changed, my classroom design needed to change right along with it. After consulting Erin Klein, a classroom design guru who has been “ditching her desks” to avoid “the cemetery effect” for a few years now and sharing her experiments on her blog, I thought about my classroom and the traditional chairs and tables I was given—and I came up with a plan. Looking around my classroom, I quickly realized that I had far too much furniture, so I got rid of four tables, my huge teacher desk, 20 traditional chairs and a file cabinet. Next, I started looking for resources to redesign and repurpose what I already had. I looked around my house and in my storage closet to pull some pieces that I wasn’t using, and scavenged Hobby Lobby for some new purchases. What came out of that was flexible seating and open floor space: I thought about my students who would prefer to stretch out on the floor, and I purchased yoga mats and bath rugs for them to lay out on and work.
Simultaneously, my fellow educators contributed extra clipboards they weren’t using so students would be able to write just as easily. Now, I have a large, open area for whole group instruction and five remaining tables, each designed with a specific purpose: a small group instruction whiteboard table with stools a stand-and-work table with no chairs a crate seats table a sit-on-the-floor area with core disks or pillows and work table (see to the right) a stability ball chairs table No, I don’t have a seating plan for kids. I allow students to responsibly choose where they work every day. When they arrive in the morning, they make a choice for the day but are free to switch places as they see fit throughout the day. I have enough seating options in our classroom that there are never issues about running out of one type of seating. At the beginning of the year, students spent an entire day trying out each of the seating choices. After that, I began to let them self-select their seating daily.
I think this is an important step in the process. For example, one student who stands and works originally swore up and down that he would work best on the stability balls—but that changed. It only took him falling off the chair once and almost bouncing out the door for us to both realize that it probably wasn’t a smart fit for him. One big note: Students know I always reserve the right to move them, and they know I always have their best learning in mind. The behaviors of my students who have exhibited aggressive or distracting behaviors in the past have significantly decreased. There is power for them in the choice to select where they will work. They know the work isn’t optional, but choosing where they work is. I had the option of “work rugs” (glorified bath rugs, as shown to the right) for students last year, but only a few students utilized them. So, things have changed over time. If you want to just try a few things without breaking the bank, I would start with a few work rugs or yoga mats.
Or, just take the legs off of a table, lay it on the ground and get some cheap pillows for students to sit on. It’s also easy to raise a table for students who prefer to stand and work. Don’t feed the fears—just try it and see what works for you. We have work bins in the corner of our room where students keep folders, math journals, and other personal items. We use community supplies at each of the five tables, and I have individual baskets of supplies for students that choose to work on yoga mats or work rugs. If you don’t have work bins for students, get three drawer stackers and place them throughout the room, or put materials in baskets. You may have to get creative and repurpose something you already have—or something that another teacher has, but isn’t using. This was an amazing question I saw on my Instagram page, and it pushed me to reach out to a parent for an opinion for this article. Here was her response: “From a parenting perspective, I have really enjoyed the flexible seating option Mrs. Delzer has offered this year.
When I was able to observe the seating options in her classroom, it just really made a lot of sense to me... meeting the kids’ needs and also allowing them the responsibility and flexibility to choose where they will learn best for the day. My daughter has come home just thrilled at the opportunity to choose where she sits and it appears to help her focus when she isn’t expected to sit in a chair for long stretches of the day.” If we take a look at classrooms over the past 70 years, we are seeing the same type of learning environments, year after year. The world is changing, yet our classrooms are remaining much the same. Revitalizing space is a straightforward way to let students exercise choice in the learning environment and find academic success on their own terms. Now several weeks into our school year, I can’t imagine going back to traditional seating. Distracting behaviors have been almost completely eliminated while engagement and student participation are at an all time high.