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Mission, Vision, and Values Statement.

Name

Affiliation

Course

Professor

Date
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Brief history

Starbucks Coffee Company

Starbucks coffee started in 1971 in Seattle as a coffee roasting company. Starbucks is a

fast-food restaurant. Howard Schultz bought the company in 1987, intending to introduce

European-style coffee to the North American market. Starbucks quickly spread to Canada,

Chicago, California, Washington, D.C., and New York. They started a shop in Japan in 1996. In

1998 and 1999, Starbucks opened a store in Europe and China, respectively (Petruzzello, 2015).

The company has grown over the next two decades welcoming millions of customers weekly.

The firm has introduced coffees with various tastes. Starbucks' mission is to "inspire and nourish

the human spirit - one person, one cup, and one neighborhood at a time." Starbucks' vision

statement reads, "To establish Starbucks as the foremost provider of the world's finest coffee

while retaining our unwavering ideals as we develop." Starbucks lives by the following values

respect, transparency, dignity, and accountability

Dunkin Donuts

William Rosenberg established Dunkin Donuts in Quincy, Massachusetts, in 1950 as a fast-

food restaurant. A franchise legacy was born five years later, and 100 stores were open. They

gradually added more coffee tastes (Miller, 2022). Dunkin's mission statement is "To be the

premier provider of a diverse choice of excellent drinks and baked goods across the world in a

convenient, relaxed, and pleasant setting that provides the highest quality and greatest value for

money." Their vision is "consistently be the favored spot for amazing coffee drinks and delectable

complimentary donuts & bakery goods to enjoy with family and friends." Dunkin donuts live by

the following values honesty, transparency, respect, and integrity.

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Dairy Queen

In Joliet, Illinois, Dairy Queen launched its first shop in 1940. Since 1940, the company

has opened stores globally. It is a fast-food restaurant serving soft ice cream and snacks. It is in

more than 7000 locations across the world (Nash, 2021). The mission statement of Dairy Queen

is "to create good experiences for everyone who touches DQ." Their vision is to become the most

popular quick-service restaurant in the world. Their core values are respect, cultural connections,

and teamwork.

Comparison and Contrast Between Mission, Vision, and Value Statement.

Mission

These three fast-food restaurants have similarities and differences in their mission

statements. For instance, Dunkin Donuts’ mission statement is focused on positioning the

company as a leader in the market, while Starbucks and the goals of Dairy Queen are to inspire,

care for, and help its customers make memories (Petruzzello, 2015). Dunkin Donuts’ mission

also includes the desire to offer its customers the best quality for the best value for money

(Miller, 2022). The three companies are determined to offer products of reasonable prices and

good quality accessible to all their customers worldwide. Starbucks has a broader mission of

wanting to serve its customers and the community at large.

Vision

The three companies are determined to be the desired place for consumers. The

companies have created a brand recognizable to people from all over. The company's vision
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statements focus on the quality of its products to be desired by consumers. All companies want

global reach and have established franchises worldwide at convenient locations like shopping

malls and service stations. Dunkin Donuts and Dairy Queen are devoted to their company's

growth by establishing an atmosphere where their consumers can enjoy meals and beverages.

On the other hand, Starbucks is determined to lead in maintaining its principles by having

an inclusive and accepting culture (Petruzzello, 2015). The company trains employees to provide

a warm and friendly environment to its customers, unlike the others who only focus on the

quality of their products. Dunkin Donuts has also included the desire to have families and friends

enjoy it in its vision statement.

Values

The companies have set core values that show how the companies conduct their

operations and what drives them. These values have guiding principles that guide employees on

how to act in different situations. All the companies have emphasized the core value of respect.

All workers should treat each other with respect as the companies employ people from all walks

of life. Respecting each other ensures that the company is running smoothly. Starbucks

accommodates all kinds of people, as stated by its core values. With over 7000 stores worldwide,

Dairy Queen emphasizes teamwork and cultural connectedness to achieve its mission and vision

and respond to diverse cultures that form its fan base (Nash, 2021). Both Dunkin and Starbucks

have stressed the value of transparency in their areas of operations (Miller, 2022). Customers can

discover menus, ingredients, and recipes from respective company websites.

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Strengths and Weaknesses

The mission, vision, and core values of Starbucks, Dunkin, and Dairy Queen have had a

key influence on the success of these companies. Mission and vision statements have

communicated well the purpose of the companies to all key parties involved, created targets for

the company, and shared the goals and objectives of the companies. For instance, in the case of

Dunkin, “to be the leading provider of the wide range of delicious beverages and baked

products," the mission urges the managers to find chefs and recipes that can provide a wide range

of delicious products. The three companies have emphasized the treatment of employees with

respect according to their core values. The vision statements have highly stressed the production

of quality food products for the three companies. Starbucks has been committed to

communicating with consumers about the expectations they will meet through their work, which

has led to high prices for their products compared to Dunkin and Dairy Queen (Nash, 2021).

With the three companies determined to offer quality products, it has led to a lot of competition

between them.

In conclusion, Starbucks is determined to become a company with social responsibility

to its customers and the community, while Dairy Queen and Dunkin are focused on leading the

industry.
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References

Miller, C. (2022, October 11). Dunkin’ donuts mission and vision statement analysis.

Employment Security Commission. https://www.ncesc.com/dunkin-donuts-mission-and-

vision-statement-analysis/

Nash, R. (2021, June 23). Dairy queen mission statement and vision analysis -

ItsTimeForBusiness. Itstimeforbusiness. https://www.itstimeforbusiness.com/dairy-

queen/

Petruzzello, M. (2015, October 2). Starbucks. Encyclopedia Britannica.

https://www.britannica.com/topic/Starbucks