Robert Mitchom
Acc 560
Assignment 1
Dr. Juanita Edwards
Peet’s coffee started off as a small coffee shop, but now has hundreds of coffee shops,
especially on the west coast. They set the bar that Starbucks followed, but never got as big as
Starbucks go over time. They are relatively small, but still have a brand worldwide because it
ships to different locations throughout the world. Alfred Peet started Peet’s coffee and introduced
the first dark roasted Arabica beans. Peet’s original outlet is still located in the north Berkley,
close to the University of California. This location also has a museum, displaying memorabilia
and historical coffee equipment.
If you walk into a Peet’s, you will see a lot of similarities between them and Starbucks.
The CEO of Starbucks also worked for Peet’s, so he took what they did and marketed it better.
Howard Schultz had to sign a non-compete clause for four years that he would not open any
