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Starbucks — news, coverage & facts — IJR

20th century

Starbucks originally opened in Seattle, Washington, on March 30, 1971. By selling coffee beans and related equipment, Starbucks became a local coffee bean retailer for the first ten years in Seattle. It was founded by business partners Jerry Baldwin, Zev Siegl and Gordon Bowker who first met as students at the University of San Francisco. The trio were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet. Bowker recalls that a business partner of his, Terry Heckler, thought words beginning with the letters "st" were powerful, leading the founders to create a list of words beginning with "st", hoping to find a brand name. They chose "Starbo", a misreading of the mining town Storbo in the Cascade Range named after Peter Storbo, founder and president of the Mount Rainier Mining Company. From there, the group remembered "Starbuck", the name of the chief mate in the book Moby-Dick. Bowker said, "Moby-Dick didn't have anything to do with Starbucks directly; it was only coincidental that the sound seemed to make sense."

The first Starbucks store was located in Seattle, at 2000 Western Avenue, from 1971 to 1976. The café was later moved to 1912 Pike Place. During this time, Starbucks stores sold just coffee beans and not drinks. In its first two years of operation, Starbucks purchased green coffee beans from Peet's Coffee & Tea. In 1973, Alfred Peet stopped supplying Starbucks and helped train their new Roastmaster, Jim Reynolds.

The first Starbucks to sell brewed coffee opened in 1982. Later that year, the company hired Howard Schultz, who was behind the push to begin selling brewed coffee. The company opened its first espresso bar in 1984.

That year, the original owners of Starbucks, led by Jerry Baldwin, purchased Peet's Coffee. By 1986, the company was operating six stores in Seattle and had begun to sell espresso coffee.

Since the founders did not wish to expand too far from their original goal of that centered upon selling arabica coffee beans, Schultz left the company in 1985 to found Il Giornale, a cafe inspired the coffee bars he observed in Milan, Italy. Starbucks was the first investor in this venture, which used its beans in its beverages. In 1987, the original owners sold the Starbucks chain to Schultz, their former director of marketing, who rebranded his Il Giornale coffee outlets as Starbucks and began to expand the company. Also in 1987, Starbucks opened its first locations outside of Seattle, in Waterfront Station in Vancouver, British Columbia, and in Chicago, Illinois.

By 1989, there were 46 Starbucks stores located across the Pacific Northwest and Midwest, and the company was roasting more than 2,000,000 pounds (907,185 kg) of coffee annually.

In June 1992, at the time of its initial public offering, Starbucks (ticker symbol: SBUX) had 140 outlets, with revenue of US$73.5 million, up from US$1.3 million in 1987. The company's market value was US$271 million by this time. The 12% portion of the company that was sold raised around US$25 million for the company, which enabled it to double its number of stores over the next two years. In 1994, Starbucks acquired The Coffee Connection, gaining the rights to use, make, market, and sell the "Frappuccino" beverage. The beverage was introduced under the Starbucks name in 1995.

In 1999, Starbucks experimented by opening eateries in the San Francisco Bay Area, under the Circadia restaurant brand. At the same time, Starbucks converted its Seattle Circadia restaurant into a Café Starbucks. The same year, Starbucks acquired Pasqua Coffee—a San Francisco-based retail coffee chain that had almost 60 locations in San Francisco, Los Angeles, and New York City.

21st century

In April 2003, Starbucks acquired Seattle's Best Coffee and Torrefazione Italia from AFC Enterprises for US$72 million. The deal only gained 150 stores for Starbucks, but according to the Seattle Post-Intelligencer, the wholesale business was more significant. By June 2003, Starbucks Japan had 466 stores and would add another 70 to 75 in the 2003 financial year. Its president, Yuji Tsunoda said it would install ovens in all stores to improve its food offerings.

From 2005 to 2007, Howard Behar served as the president of Starbucks North America. In September 2006, rival Diedrich Coffee announced that it would sell most of its company-owned retail stores to Starbucks, including most locations of Oregon-based Coffee People, escalating regional coffee wars. Starbucks converted the Diedrich Coffee and Coffee People locations to Starbucks. The Coffee People locations at Portland International Airport were excluded from the sale.

In early 2008, Starbucks started a community website, My Starbucks Idea, designed to collect suggestions and feedback from customers. Other users could comment and vote on suggestions. Journalist Jack Schofield noted that "My Starbucks seems to be all sweetness and light at the moment, which I don't think is possible without quite a lot of censorship." In March 2008, Starbucks acquired Coffee Equipment Company, which was the manufacturer of the Clover Brewing System. It began testing the "fresh-pressed" coffee system at several Starbucks locations in Seattle, California, New York, and Boston.

In July 2008, during the Great Recession, Starbucks announced it was closing 600 underperforming company-owned stores and cutting U.S. expansion plans amid growing economic uncertainty. On July 29, 2008, Starbucks also cut almost 1,000 non-retail jobs as part of its bid to re-energize the brand and boost its profit. Of the new cuts, 550 of the positions were layoffs and the rest were unfilled jobs. Additionally in July 2008, Starbucks announced that it would close 61 of its 84 stores in Australia in the following month. Nick Wailes, an expert in strategic management of the University of Sydney, said that "Starbucks failed to truly understand Australia's café culture."

In January 2009, Starbucks announced the closure of an additional 300 underperforming stores and the elimination of 7,000 positions. CEO Howard Schultz also announced that he had received board approval to reduce his salary. Altogether, from February 2008 to January 2009, Starbucks terminated an estimated 18,400 U.S. jobs and began closing 977 stores worldwide. In August 2009, Ahold announced closures and rebranding for 43 of its licensed store Starbucks kiosks for their US-based Stop & Shop and Giant supermarkets.

In 2012, Starbucks had annual Frappuccino sales of over US$2 billion. In August 2012, the largest Starbucks in the US opened at the University of Alabama's Ferguson Centre. On June 25, 2013, Starbucks began to post calorie counts on menus for drinks and pastries in all of its U.S. stores. In July 2013, more than 10% of in-store purchases were made on customers' mobile devices via the Starbucks app.

The company once again utilized the mobile platform when it launched the "Tweet-a-Coffee" promotion in October 2013. On this occasion, the promotion also involved Twitter and customers were able to purchase a US$5 gift card for a friend by entering both "@tweetacoffee" and the friend's handle in a tweet. Research firm Keyhole monitored the progress of the campaign; a December 2013 media article reported that 27,000 people had participated and US$180,000 of purchases had been made to date.

In January 2014, as part of a change in compact direction, Starbucks management transitioned from a singular brand worldwide to focusing on locally relevant design for each store. In May 2014, Starbucks announced ongoing losses in the Australian market, which resulted in all remaining stores being sold to the Withers Group. In July 2017, Starbucks acquired the remaining 50% stake in its Chinese venture from long-term joint venture partners Uni-President Enterprises Corporation (UPEC) and President Chain Store Corporation (PCSC) for US$1.3 billion.

On March 21, 2018, Starbucks announced that it was considering the use of blockchain technology to connect coffee drinkers with coffee farmers who could eventually be able to take advantage of new financial opportunities. The pilot program was planned to start with farmers in Costa Rica, Colombia, and Rwanda in order to develop a new way to track the bean-to-cup journey. In 2019, at the Microsoft Build conference, the coffee company formally announced its "bean to cup" program using the Microsoft's Azure-based blockchain service.

Two men were arrested in a Philadelphia Starbucks location after a manager claimed the two were trespassing on April 12, 2018. The arrests led to protests due to their apparently racially motivated nature. CEO Kevin Johnson later apologized for the incident, and the company declined to press charges. During the company's second quarter earnings call on April 26, Johnson indicated that the company had not seen a drop in sales as a result of the event and subsequent coverage. The company reiterated its guidance for full year earnings, and beat consensus expectations of 1.8 percent same-store sales growth, with 2 percent growth.

Johnson announced that the company would close some 8000 locations on May 29 for a seminar about racial bias in order to prevent future events similar to those that occurred in Philadelphia. On June 19, 2018, Starbucks announced the closing of 150 locations in 2019, three times the number the corporation typically closes in a single year. The closings were to happen in urban areas that already have dense clusters of stores.

In July 2019, Starbucks announced that it would no longer be selling newspapers in its cafés. It was also announced that kiosks for grab-and-go snacks and bags of whole-bean coffee would be removed from stores beginning in September 2019. In November 2019, Starbucks opened its largest store ever on Michigan Avenue, Chicago, with 200 employees.

On March 20, 2020, due to the COVID-19 pandemic, Starbucks closed all the café-only stores in the United States for two weeks. During that time, only drive-thru and delivery-only services were to function. According to the company representatives, all workers were to be paid for the next 30 days whether they went to work or stayed home. COVID-19 lockdowns caused Starbucks to suffer a general 10% sales decrease, and a 50% decrease in China where quarantine measures were especially strict. In May 2020, the company asked for reduced rent from landlords due to the decrease in sales.

In June 2020, during the COVID-19 pandemic in the United States, the company announced that it would close 400 of its locations in the US/Canada region over the subsequent 18 months as it moves from the coffee house concept to "convenience-led" formats with drive-through and curbside pickup. Starbucks announced that it planned to open 300 stores that would primarily focus on carryout and pickup orders. The new stores would work with the Starbucks mobile app for prepayment by the customer before arrival to pick up the order. The layout of some stores would also be modified with a separate counter for picking up mobile orders. In December 2020, Starbucks announced that it is planning to increase its store count to about 55,000 by 2030, up from roughly 33,000.

Bloomberg reported in July 2022 that the company was, through investment bank Houlihan Lokey, exploring selling its stores in the United Kingdom. In August 2022, after months of suspension due to the Russian invasion of Ukraine, Starbucks sold all its stores in Russia to the Russian rapper Timati. The stores were rebranded as "Stars Coffee", and are very similar to the former stores. Starbucks said it had no comment on the new owner. On October 1, 2022, Howard Schultz stepped down as CEO, with Laxman Narasimhan becoming Starbucks's next CEO.

On March 23, 2023, Narasimhan told employees that he would work a half-day behind a store counter each month, and he trained as a barista to immerse himself in the brand and stay close to customers. In June 2023, Starbucks was ordered to pay $25 million in punitive damages and $600,000 compensatory damages to a former regional manager. The court found that Starbucks fired her in 2018 because she was white. In December 2023, the operator of all of the Starbucks locations in Brazil, SouthRock Capital, declared itself bankrupt. SouthRock would continue to operate Starbucks locations normally while closing a few underperforming ones and would restructure through the bankruptcy procedure. SouthRock Capital later declared Chapter 15 bankruptcy in June 2024.

On August 13, 2024, Starbucks announced it was replacing then CEO Laxman Narasimhan with Brian Niccol. Niccol had served as the CEO of Chipotle since 2018. In January 2025, Starbucks ended its 'open-door policy', and requires customers to make a purchase in order to use restrooms and the seating area. In February 2025, Starbucks cut 30% of its menu in an effort to simplify its processes and reduce costs. The discontinued offerings were primarily less popular or more complex items, including some Frappuccino blended drinks, Royal English Breakfast Latte, and White Hot Chocolate. In July 2025, Starbucks announced corporate office employees would have to return to working physically in the office four days per week, starting in October. For workers who would prefer to instead leave the company, Starbucks would offer a one-time voluntary exit program which would include a cash payment.

In January 2026, Starbucks announced their turnaround strategy which involved forming a joint venture with Boyu Capital to run its business in China, the company’s second-largest market. After the deal closes in the second quarter of fiscal 2026, pending regulatory approval, Boyu will hold up to a 60% interest in the joint venture.

In March 2026, Starbucks announced plans for new regional corporate offices, making a massive expansion by establishing a major corporate hub in Nashville, Tennessee. The company is investing $100 million into this new regional headquarters, which will house up to 2,000 employees over the next five years.

Three of the company's stores in Buffalo, New York began an attempt to unionize in August 2021. Using Twitter, the workers announced they had formed an organizing committee, Starbucks Workers United, to form a union affiliated with Workers United. Two more stores joined the effort in September, however these petitions were later withdrawn to ensure a speedy process for the original three locations. During the union drive, the company sent other managers and executives, including its North America retail president, to Buffalo to engage with employees about operational issues and participate in their work. Employees were forced to attend captive audience meetings that contained anti-union messages. Starbucks temporarily closed some area stores for remodeling and added excessive staff to one of the stores preparing to vote. Workers said this reduced union support there, while Starbucks said the support was meant to compensate for increased sick leave during the pandemic as it had done elsewhere in the country. On November 9 Workers United filed three more petitions for elections to represent workers at additional Buffalo area stores. On November 10 the National Labor Relations Board mailed out votes for the elections at the original three locations. Votes for the original three stores were counted on December 9. Days before the vote count, the NLRB rejected arguments by Starbucks to halt the election.

Inspired by their colleagues in Buffalo, workers at a Starbucks store in Mesa, Arizona, petitioned the NLRB for a union election on November 18, 2021, to be represented by Workers United. The organizing at the Mesa location stemmed from, in part, a well-liked manager being terminated after whistle-blowing on Starbucks' anti-union plan.

Starbucks temporarily closed two stores participating in the union drive in October for renovations. The company claimed these closures were unrelated to the unionization efforts. Starbucks began working with Littler Mendelson, a self-described "union-busting firm", in October. Starbucks requested that the National Labor Relations Board include all Buffalo Starbucks locations in the union vote, however, the NLRB rejected this argument and declared store by store elections. Finally, on December 9, 2021, the workers at the Elmwood Avenue store became the first unionized Starbucks workers at a Starbucks owned location in the United States with a 19–8 vote. The Camp Road location voted 12–8 not to be in the union. Starbucks does have unionized locations in other countries. On December 13, workers at two Boston area locations petitioned the NLRB for union elections to be unionize with Workers United. The workers cited the win in Buffalo as inspiration for organizing. Workers in at least one location had most cards signed within a day.

In February 2022, Starbucks fired seven workers in Memphis who had led the unionization effort and temporarily closed the store. In August 2022, the National Labor Relations Board accused the company of illegally discriminating against unionized workers by refusing them wage and benefit increases and requesting restitution. It also asked that the CEO at the time, Howard Schultz, or a board official read a notice about this purportedly unlawful move. That same month, unions were certified at 211 locations in the US. On November 17, 2022, Starbucks’ annual Red Cup Day and one of the busiest days for employees, over 100 locations had employees go on strike. The workers were seeking higher staffing levels, better wages, and consistent schedules.

Most unionization efforts are made through SBWU (Starbucks Workers United). There are over 9,000 American locations, but since the first unionized location in New York in 2021, less than 3% have voted to unionize. SBWU and Starbucks have yet to successfully negotiate a contract. Starbucks claims in a letter and on its website that the Workers United has delayed bargaining, has illegally broadcast bargaining sessions, refused to meet in person, and that Starbucks has reported more than 22 unfair labor practice charges to the NLRB (National Labor Relations Board). By March 2023, the NLRB found no merit in Starbucks's complaints and instead ruled that it was Starbucks who refused to bargain.

On June 23, 2023, Starbucks workers at unionized stores went on strike over the company's stance on in-store LGBT pride decorations.

International expansion

In 1998, Starbucks entered the United Kingdom market with the US$83 million acquisition of the then 56-outlet, UK-based Seattle Coffee Company, re-branding all those stores as Starbucks.

In October 2002, Starbucks established a coffee trading company in Lausanne, Switzerland, to handle purchases of green coffee. All other coffee-related business continued to be managed from Seattle. In September 2007, the company opened its first store in Russia, ten years after first registering a trademark there. After the Russian invasion of Ukraine, on May 21, 2022, Starbucks announced closure of all outlets in Russia, and in July it was revealed that a local restaurant manager, Anton Pinsky, is going to acquire Starbucks' Russian operating company OOO Starbucks and all its 130 stores. In 2008, Starbucks opened in Belgium, Bulgaria, the Czech Republic, and Portugal.

In April 2009, Starbucks opened in Poland. In February 2010, Starbucks opened in Arlanda Airport outside Stockholm, its first location in Sweden. In June 2010, Starbucks opened its first store in Budapest, Hungary. In February 2011, Starbucks started selling its coffee in Norway by supplying Norwegian food shops with their roasts. The first Starbucks-branded Norwegian shop opened in February 2012, at Oslo Airport, Gardermoen.

In May 2012, Starbucks opened its first coffeehouse in Finland, with the location being Helsinki-Vantaa Airport in Vantaa. In August 2013, the first Starbucks inside Dansk Supermarked opened in the department stores Salling in Aalborg and Aarhus in Denmark. In November 2014, Starbucks announced its first Channel Island store, in the primary business area of St Peter Port in Guernsey.

On April 21, 2015, Kesko, the second largest retailer in Finland, announced its partnership with Starbucks, with stores opened next to K-Citymarket hypermarkets. As of June 2017, three stores had been opened next to K-Citymarkets: In Sello in Espoo and in Myyrmanni and Jumbo in Vantaa.

In February 2016, Howard Schultz announced the opening of stores in Italy. The first Italian Starbucks store was inaugurated in Milan on September 6, 2018, at which point Starbucks already had locations in 78 countries. In May 2016, the first Starbucks store in Slovakia opened in Aupark, in Bratislava. In June 2018, Starbucks announced the opening of stores in Serbia. The first store was opened in April 2019 at Rajiceva Mall. On June 1, 2019, Starbucks opened its first coffee store in Valletta, Malta, the 80th country to have a Starbucks outlet. In July 2025, Starbucks opened its first store in Iceland.

In July 1996, the first Starbucks location opened outside of North America: a store in Tokyo, Japan. Its 300th store opened in October 2001.

Starbucks in Japan is described by Bloomberg as appealing to "New Japan" with its patrons being women in their 20s and 30s who prefer premium coffee and "trendy, no-smoking environment".

On December 14, 1996, Starbucks opened its first South East Asian location in Liat Towers, Singapore.

On December 4, 1997, the Philippines became the third market to open outside of North America.

The first Starbucks store in Malaysia opened in December 1998.

The first Starbucks store in Thailand opened in 1998 at Central Chidlom Department Store. The first drive-thru store opened in 2022 at Porto Chino community mall on Rama II Road.

In 2000, Starbucks opened its location in the Forbidden City in Beijing, however, in July 2007, this location was closed after years of controversy since its opening in 2000 with protesters objecting that the presence of the American chain in this location "was trampling on Chinese culture".

Between 2001 and 2003, Starbucks opened six (of 80 planned) locations in Israel and having struggled with fierce local competition, Starbucks, along with its partner Delek, however, in April 2003, after losing US$6 million Starbucks Israel closed all six of its locations in Israel, citing "on-going operational challenges" and a "difficult business environment".

In January 2011, Starbucks and Tata Coffee, Asia's largest coffee plantation company, announced plans for a strategic alliance to bring Starbucks to India and also to source and roast coffee beans at Tata Coffee's Kodagu facility.

In January 2011, Starbucks introduced its largest cup size, the Trenta, which can hold 31 US fluid ounces (920 ml).

In October 2011, Starbucks opened another location in Beijing, China, at the Beijing Capital International Airport's Terminal 3, international departures hall; making the company's 500th store in China. The store is the seventh location at the airport.

In January 2012, despite a false start in 2007, Starbucks created a 50:50 joint venture with Tata Global Beverages called Tata Starbucks. Tata Starbucks owned and operated Starbucks outlets in India as Starbucks Coffee "A Tata Alliance". Starbucks opened its first store in India in Mumbai on October 19, 2012.

On February 1, 2013, Starbucks opened its first store in Ho Chi Minh City, Vietnam, and its first location in Hanoi in July 2014. As of January 2026, the brand has opened over 150 stores in the country.

In May 2014, the Starbucks operations in South Korea launched a mobile ordering system named Siren Order, accessible through a local version of the Starbucks smartphone application. In December 2014, Starbucks launched a similar system named Mobile Order & Pay, in Portland, Oregon. The expanded nationwide in 2015, and in late March 2018, the company opened the system, previously available to Starbucks Rewards members only, to all customers.

In September 2014, Starbucks announced the acquisition of the remaining 60.5% stake in Starbucks Coffee Japan that it did not already own, for US$913.5 million.

In August 2015, Starbucks announced plans to open in Phnom Penh, Cambodia, its 16th market in the China/Asia Pacific region by the end of 2015.

On December 18, 2015, Starbucks opened in Almaty, Kazakhstan. On the next day, one more coffee shop was opened.

In December 2017, the Starbucks Reserve Roastery opened at HKRI Taikoo Hui in Shanghai, China, the only such location of its kind outside of Seattle.

In November 2020, Starbucks announced that it plans to open an outlet in Laos.

In September 2002, Starbucks opened its first store in Latin America, in Mexico City. By 2016, there were more than 500 locations in Mexico.

In August 2003, Starbucks opened its first store in South America in Lima, Peru.

In 2008, Starbucks opened in Argentina and Brazil.

In November 2010, the company opened the first Central American store in El Salvador's capital, San Salvador.

In June 2012, Starbucks opened a store in San Jose, Costa Rica. In October 2012, Starbucks announced plans to open 1,000 stores in the United States in the next five years.

In August 2013, Starbucks's CEO Howard Schultz personally announced the opening of Starbucks stores in Colombia. The first café was set to open in 2014 in Bogotá and add 50 more stores throughout Colombia's main cities in a 5-year limit. Schultz also stated that Starbucks would work with both the Colombian Government and USAID to continue "empowering local coffee growers and sharing the value, heritage and tradition of its coffee with the world". Starbucks noted that the aggressive expansion into Colombia was a joint venture with Starbucks's Latin partners, Alsea and Colombia's Grupo Nutresa that has previously worked with Starbucks by providing coffee through Colcafe. This announcement came after Starbucks's Farmer Support Center was established in Manizales, Colombia, the previous year making Colombia an already established country by the corporation.

In late August 2013, Starbucks announced its first store in Colombia at a press conference in Bogotá, where the company's CEO explained, "Starbucks has always admired and respected Colombia's distinguished coffee tradition."

In May 2014, Starbucks announced its first café in Bolivia would open in 2014 in Santa Cruz de la Sierra and the first in Panama in 2015.

In January 2016, Starbucks announced that it would launch operation in Trinidad and Tobago. On August 29, 2016, Starbucks opened its first store at South Park Mall in San Fernando.

In November 2017, Starbucks commenced operations in Jamaica, where the first store opened in the resort city of Montego Bay on the shores of the Doctor's Cave Beach Club, offering views of the Caribbean Sea. The company also reaffirmed its commitment to working with local coffee farmers to "implement systems to increase productivity and yields, while also increasing compliance to international standards". Starbucks Jamaica opened its first store on November 21, 2017, with plans to open 15 locations island-wide over a 5-year period. Starbucks Jamaica opened stores at the Sangster International Airport in Montego Bay and at the Falmouth Pier, in Falmouth, Jamaica. Starbucks Jamaica announced plans to open up to six stores in Kingston, Jamaica, by 2019. The first of the Kingston stores opened on June 21, 2018. The second store is in Kingston's central business district, New Kingston. Starbucks opened its first in-store location in the flagship location for Jamaica's largest Pharmacy chain, Fontana Pharmacy, also located in Kingston; making it Starbucks's third location.

On April 11, 2018, Starbucks began operations in Uruguay, with a location in the Montevideo Shopping mall. The company announced that it planned to open up approximately 12 cafes in the country.

In August 2019, a franchised location opened in the Cayman Islands.

In October 2019, a franchised location opened in the Turks and Caicos Islands.

On April 25, 2023, Starbucks commenced operations in Guyana.

On April 29, 2024, Starbucks announced its official entry to Ecuador and Honduras in mid-year and late 2024, respectively. On August 14, 2024, Starbucks commenced operations in Ecuador, with its first location in the country at Scala Shopping Mall in Quito. The company announced the plans of opening four more cafes in the capital city until the end of 2025. In July 2026, Starbucks opened its first location in Guayaquil, and now has 10 stores across the country.

In July 2000, the first location in Australia opened in Sydney. After a massive downturn in 2008, the remaining Australian Starbucks stores were sold to the Withers family in 2014, with the company planning a more restrained expansion.

As of November 2022, there are 59 Starbucks stores in Australia; 23 in New South Wales, 19 in Queensland and 18 in Victoria. These stores are spread out across Sydney, Melbourne, Brisbane, the Gold Coast, the Sunshine Coast and Ballarat. Before the mass-closure of 61 of their 85 stores in 2008, there were also stores in Adelaide, Canberra, Hobart and Wollongong. However, there are plans to open a restaurant in Toowoomba while the first store in Perth, Western Australia opened on October 23, 2024, with another 11 planned to open by the end of 2025.

Starbucks operates several locations in New Zealand.

In May 2010, Southern Sun Hotels South Africa signed an agreement with Starbucks to brew Starbucks coffees in select Southern Sun and Tsonga Sun hotels in South Africa. The agreement was partially reached so Starbucks coffees could be served in the country in time for the 2010 FIFA World Cup hosted by South Africa.

In April 2016, after TASTE Holdings acquired outlet licensing for South African stores, Starbucks opened its first stores in South Africa in Rosebank, Gauteng, Johannesburg and the Mall of Africa.

In December 2010, Starbucks debuted their first-ever Starbucks at sea. In partnership with Royal Caribbean International, Starbucks opened a shop aboard the Allure of the Seas, Royal Caribbean's second-largest ship and the second-largest ship in the world.

Corporate governance and identity

Howard Schultz was the CEO of Starbucks from 1986 to 2000. He was succeeded by Orin Smith, who ran the company for five years and positioned Starbucks as a large player in fair trade coffee (fair trade later being overturned during Kevin Johnson's leadership in 2022), increasing sales to US$5 billion. Jim Donald was CEO from 2005 to 2008, orchestrating a large-scale earnings expansion. Schultz returned as CEO during the 2008 financial crisis and spent the succeeding decade growing the company's market share, expanding its offerings, and reorienting the brand around corporate social responsibility.

Kevin Johnson, who was president and chief operating officer from 2015 to 2018, succeeded Schultz as CEO in 2017. Myron E. Ullman became chairman of the firm in June 2018. Both Johnson and Ullman succeeded Howard Schultz, who served in both capacities from 2008 to 2017. Since 2018, Schultz has served as the firm's first Chairman emeritus.

In March 2022, Starbucks announced that Schultz would return as CEO in April 2022 in an interim role. Later that September, Laxman Narasimhan was appointed to succeed him in April 2023, with Schultz remaining a member of the board of directors. Narasimhan assumed the position sooner than planned, in March 2023. In August 2024, he was ousted and replaced with Brian Niccol, who became the chain's CEO on September 9 after leaving his position as Chipotle's CEO. Niccol received a starting salary of $1.6 million a year and a $10 million starting bonus.

Analysts have long believed that the firm's corporate governance must determine how to contend with higher materials prices and enhanced competition from lower-priced fast-food chains, including McDonald's and Dunkin' Donuts. In October 2015, Starbucks hired its first chief technology officer, Gerri Martin-Flickinger, to lead its technology team. Starbucks maintains control of production processes by communicating with farmers to secure beans, roasting its own beans, and managing distribution to all retail locations. Additionally, Starbucks's Coffee and Farmer Equity Practices require suppliers to inform Starbucks what portion of wholesale prices paid reaches farmers. Shortly after becoming CEO, Niccol announced a new 'Back to Starbucks' strategy to win back customers. The plan including simplifying the menu and reversing rules for its cafes in North America that had allowed people to use their facilities even if they had not bought anything.

On 19 December 2025, Starbucks announced Amazon's Anand Varadarajan as new chief technology officer, effective 19 January 2026.

Logo

In 2006, Valerie O'Neil, a Starbucks spokeswoman, said that the logo is an image of a "twin-tailed mermaid, or siren as she's known in Greek mythology". The logo has been significantly streamlined over the years. In the first version, the Starbucks siren was topless and had a fully visible double fish tail. The image was said by Starbucks to be based on a 16th-century "Norse" woodcut, although other scholars note that it is apparently based on a 15th-century woodcut in Juan Eduardo Cirlot's Dictionary of Symbols. Some scholars have identified the image as Melusine. The connection to Melusine has been questioned; Melusine was not linked to heraldic images of two-tailed mermaids until the late 19th century, making it possibly a late misidentification. In the second logo, which was used from 1987 to 1992, the siren's breasts were covered by her flowing hair, but her navel was still visible. The fish tail was cropped slightly, and the primary color was changed from brown to green, a nod to the Alma Mater of the three founders, the University of San Francisco. In the third version, used between 1992 and 2011, her navel and breasts are not visible at all, and only vestiges remain of the fish tails. The original "woodcut" logo has been moved to the Starbucks's Headquarters in Seattle.

At the beginning of September 2006, and then again in early 2008, Starbucks temporarily reintroduced its original brown logo on paper hot-drink cups. Starbucks has stated that this was done to show the company's heritage from the Pacific Northwest and to celebrate 35 years of business. The vintage logo sparked some controversy due in part to the siren's bare breasts, but the temporary switch garnered little attention from the media. Starbucks had drawn similar criticism when it reintroduced the vintage logo in 2006. The logo was altered when Starbucks entered the Saudi Arabian market in 2000 to remove the siren, leaving only her crown, as reported in a Pulitzer Prize-winning column by Colbert I. King in The Washington Post in 2002. The company announced three months later that it would be using the international logo in Saudi Arabia. In January 2011, Starbucks announced that it would make small changes to the company's logo, removing the Starbucks wordmark around the siren, enlarging the siren image, and making it green.

Racial controversies

Starbucks has been accused of racial bias and discrimination on several occasions. In 1994, Starbucks settled a lawsuit after two employees were dismissed because of their race, age, and sex. A black woman filed a suit after her direct supervisor, a regional vice president, said he would like to call her Toby, a slave name which was given to African Kunta Kinte in the TV miniseries Roots. Her co-worker spoke on her behalf, after which she was fired. In 2008, a former African American Starbucks engineer sued the company for discrimination after his supervisor failed to address racist bullying he was experiencing at the workplace, instead giving him extra work due to his complaining. Starbucks settled the suit in 2009. The Equal Employment Opportunity Commission has raised allegations against Starbucks for racial bias in its promotions, allegedly based on workforce data from 2007 to 2011 that showed that minority retail partners in the United States received fewer promotions than statistically expected.

The 2015 Starbucks "Race Together" campaign, when baristas were instructed to write the phrase "Race Together" on customer's cups with the aim to start a national dialogue about race, was heavily criticized and received backlash. In 2020, employees were prohibited from wearing Black Lives Matter symbols or phrases on their clothing or accessories.

Individual Starbucks cafes have faced criticism over incidents of racial bias, leading the company to close 8,000 cafes for a day in 2018 for racial bias training. In 2014, a Milwaukee Starbucks employee called the police when they noticed a black man sleeping in a park, which resulted in the police officer killing the man by shooting him 14 times, prompting protests. In 2018, two black men were arrested and escorted out of a Philadelphia Starbucks after the staff called the police because they refused to leave. The video of the incident quickly became viral and sparked widespread outrage. In another 2018 incident, a black man was denied the code for the restroom for not being a customer, even though at the same time a white man was given that code before ordering anything. In 2021, a Starbucks in Ireland was fined €12,000 after an Irish Thai customer received her order with a racist drawing on the cup.

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History

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Automation

Unbranded stores

Teavana

Corporate governance and identity

Ownership

Board of directors

Logo

Environmental and social policies

Environmental practices

Recycling

Phase out of single-use plastic straws

Reusable cups

Farmer equity practices

Fair trade

Food bank donations

Cage-free eggs

In popular culture

Hear Music

Upstanders

Films

Partnerships

Apple Inc.

MSNBC

Kraft Foods

Arizona State University

PepsiCo

Spotify

Disney

Uber Eats

Lyra Health Inc.

Reception

Criticisms and controversies

Response to Russian invasion of Ukraine

Racial controversies

Union busting

Pride/LGBTQ+

Boycott amidst the 2023 Gaza war

Other controversies

Starbucks across IJR

Where does Starbucks rank?