Starbucks has changed the coffee industry and now they may be doing the same thing they did with coffee, for tea, with Oprah’s help. Teavana Oprah Chai Tea is now available in Starbucks stores as well as the Teavana chain. This move could reinvigorate the ancient tradition of drinking tea. This is in part to Oprah Winfrey’s magnificent and powerful influence. Oprah has been able to make or break the career of an author’s career with her book club. Anything she recommends either skyrockets a new writer or significantly boosts sales of an old classic. Additionally, products she mentioned on her former talk show in the “Favorite Things” segment would fly off shelves and be snatched up online. Oprah has power, and Starbuck is happy to have her influence in their stores.
The reason for Oprah’s following transcends just recommended products to buy. She acts like a therapist for America. Some see her as a spiritual guide or a life coach. Oprah is the first of her kind as a “mother” and mentor to many in the form of a TV personality. She is unprecedented and this makes her power immense. Oprah encourages all of us to “live your best life” she started a movement towards socially “conscious capitalism” and the CEO of Starbucks, Howard Schulz is using that mantra to help sell tea. Every Oprah tea product purchased with benefit the Oprah Winfrey Leadership Academy Foundation.
Starbucks bought the Teavana tea chain in 2012 when they had 300 stores. They are hoping to expand and bring the teashop to every corner, as they have done with Starbucks. So far they have plans laid out to open 1,000 more Teavana chain stores in North America and many more stores internationally. Schulz is working hard to make sure that the legacy of tea in the Starbucks empire is from his influence. The CEO of Belus Capital Advisors, Brian Sozzi said, “Howard Schultz has two acts left as CEO of Starbucks: to truly unleash the power of mobile, and make folks care about premium tea as much as they care about premium coffee.”
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