Starbucks' national expansion (1987-1997)
Howard Schultz bought Starbucks in 1987 when it was a small Seattle roaster with a few cafes. Over the following decade, the company opened locations in cities across the U.S., each requiring local leases, permits, and licenses.
Starbucks went public in 1992 and used the capital to fund rapid store growth.
The playbook of city-by-city expansion became the standard for American cafe chains.
Moka & CO is following the same pattern at a smaller scale, adding locations state by state with local licenses like the new Philadelphia food service permit.
