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Starbucks is considered the main representative of "second wave coffee", initially distinguishing itself from other coffee-serving venues in the US by taste, quality, and customer experience, while popularizing darkly roasted coffee. Starbucks locations serve hot and cold drinks, whole-bean coffee, microground instant coffee known as VIA, espresso+, caffe latte+, full- and loose-leaf tea+s including Teavana+ tea products, Evolution Fresh juices, Frappuccino+ beverages, pastries+, and snacks; some offerings (including their Pumpkin Spice Latte+) are seasonal or specific to the locality of the store.
Starbucks first became profitable in Seattle in the early 1980s, and despite an initial economic downturn with its expansion into the Midwest and British Columbia+ in the late 1980s, the company experienced revitalized prosperity with its entry into California in the early 1990s. The first Starbucks opened in Seattle, Washington, on March 31, 1971, by three partners who met while they were students at the University of San Francisco+: English teacher Jerry Baldwin+, history teacher Zev Siegl+, and writer Gordon Bowker+. In 1987, the original owners sold the Starbucks chain to former employee Howard Schultz+, who rebranded his Il Giornale coffee outlets as Starbucks and quickly began to expand. In July 2013, over 10% of in-store purchases were made on customer's mobile devices using the Starbucks app.
In 1999, Starbucks experimented with eateries in the San Francisco Bay area through a restaurant chain called Circadia.
In October 2002, Starbucks established a coffee trading company in Lausanne+, Switzerland to handle purchases of green coffee+.
In April 2003, Starbucks completed the purchase of Seattle's Best Coffee+ and Torrefazione Italia+ from AFC Enterprises+ for $72m. In 2007, the company opened its first store in Russia, ten years after first registering a trademark there. In early 2008, Starbucks started a community website, My Starbucks Idea, designed to collect suggestions and feedback from customers. In May 2008, a loyalty program+ was introduced for registered users of the Starbucks Card (previously simply a gift card) offering perks such as free Wi-Fi+ Internet access, no charge for soy milk and flavored syrups, and free refills on brewed drip coffee, iced coffee or tea. On November 14, 2012, Starbucks announced the purchase of Teavana+ for US$620 million in cash and the deal was formally closed on December 31, 2012.
On February 1, 2013, Starbucks opened its first store in Ho Chi Minh City+, Vietnam, and this was followed by an announcement in late August 2013 that the retailer will be opening its inaugural store in Colombia+. Starbucks' chairman, Howard Schultz+, has talked about making sure growth does not dilute the company's culture+ and the common goal of the company's leadership to act like a small company. In January 2008, Schultz resumed his roles as President and CEO after an eight-year hiatus, replacing Jim Donald+, who took the posts in 2005 but was asked to step down after sales slowed in 2007. In October 2015, Starbucks hired its first Chief Technology Officer, Gerri Martin-Flickinger, to lead their 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.
In 1994, Starbucks bought The Coffee Connection+, gaining the rights to use, make, market, and sell the "Frappuccino+" beverage. The company began a "skinny" line of drinks in 2008, offering lower-calorie+ and sugar-free versions of the company's offered drinks that use skim milk+, and can be sweetened by a choice of "natural" sweeteners (such as raw sugar, agave syrup, or honey), artificial sweeteners (such as Sweet'N Low+, Splenda+, Equal+), or one of the company's sugar-free+ syrup flavors. In June 2009, the company announced that it would be overhauling its menu and selling salads and baked goods without high-fructose corn syrup or artificial ingredients.
Starbucks introduced a new line of instant coffee packets, called VIA "Ready Brew", in March 2009.
On November 10, 2011, Starbucks Corporation announced that it had bought juice company Evolution Fresh for $30 million in cash and planned to start a chain of juice bars starting in around middle of 2012, venturing into territory staked out by Jamba Inc. In 2012, Starbucks began selling a line of iced Starbucks Refresher beverages that contain an extract from green arabica coffee beans+. On June 25, 2013, Starbucks began to post calorie counts on menus for drinks and pastries in all of their U.S. Starbucks entered the tea business in 1999 when it acquired the Tazo+ brand for ., there is no intention of marketing Starbucks' products in Teavana stores, though the acquisition will allow the expansion of Teavana beyond its current main footprint in shopping mall+s.
Kevin Knox, who was in charge of doughnuts quality+ at Starbucks from 1987 to 1993, recalled on his blog in 2010 how George Howell+, coffee veteran and founder of the Cup of Excellence+, had been appalled at the dark roasted+ beans that Starbucks was selling in 1990.
Although pour over+ coffee options are available at every Starbucks location, the company generally does not advertise them conspicuously, because preparation times are much higher and thus profits are lower than for espresso-based variations. In 2012, Starbucks introduced Starbucks Verismo, a line of coffee makers that brew espresso and regular chocolate from coffee capsules, a type of pre-apportioned single-use container of ground coffee and flavorings utilizing the K-Fee pod system.
Starbucks launched an update to their mobile app+ in 2015 labelled Cuerden and Proctor App. The company's headquarters is located in Seattle+, Washington, United States, where 3,501 people worked as of January 2015.
In 2008, Starbucks continued its expansion, settling in Argentina, Belgium, Brazil, Bulgaria, the Czech Republic and Portugal.
European and Scandinavian expansion continued in 2009 with Poland (April), Utrecht, Netherlands (August), and Sweden at Arlanda airport+ outside Stockholm+ (October). In December 2010, Starbucks debuted their first ever Starbucks at sea, where with a partnership with Royal Caribbean International+; Starbucks opened a shop aboard their Allure of the Seas+ Royal Caribbean's second largest ship, and also the second largest ship in the world.
Starbucks is planning to open its fourth African location, after South Africa, Egypt and Morocco, in Algeria. 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 February 2011, Starbucks started selling their coffee in Norway by supplying Norwegian food shops with their roasts. In October 2012, Starbucks announced plans to open 1,000 stores in the United States in the next five years.
In 2013, Starbucks met with Danish Supermarket, which is the biggest retail company in Denmark. Starbucks has announced its first cafe in Bolivia would open in 2014 in Santa Cruz de la Sierra+, and the first in Panama in 2015.
Bill Sleeth, Starbuck’s vice president of global design, has overseen efforts to make a neighborhood feel for new stores, saying “What you don’t want is a customer walking into a store in downtown Seattle, walking into a store in the suburbs of Seattle and then going into a store in San Jose, and seeing the same store.” Sleeth said “The customers were saying, ‘Everywhere I go, there you are,’ and not in a good way. Starbuck's first Channel Island store was to open in early 2015, in the primary business area of St Peter Port+ in Guernsey+. On September 10, Starbucks opened its first franchise in Azerbaijan+, in the Port Baku Mall. In August 2013, Starbucks' CEO, Howard Schultz+, personally announced the opening of Starbucks stores in Colombia+. Starbucks opens its first store in South Africa in Rosebank, Johannesburg on Thursday 21 April 2016 and its second in the country towards the end of April in Mall of Africa. In July 2008, the company announced it was closing 600 under-performing company-owned stores and cutting U.S.
Starbucks also announced in July 2008 that it would close 61 of its 84 stores in Australia in the following month. In January 2009, Starbucks announced the closure of an additional 300 under-performing stores and the elimination of 7,000 positions.
In August 2009, Ahold+ announced closures and rebranding for 43 of their licensed store Starbucks kiosks for their US based Stop and Shop+ and Giant+ supermarkets. In July 2012, the company announced that they may begin closing unprofitable European stores immediately. In 2009, at least three stores in Seattle were de-branded to remove the logo and brand name, and remodel the stores as local coffee houses "inspired by Starbucks." CEO Howard Schultz says the unbranded stores are a "laboratory for Starbucks".
Since 2003, Starbucks in the UK rolled out a paid Wi-Fi based on one-time, hourly or daily payment.
In October 2012, Starbucks and Duracell Powermat+ announced a pilot program to install Powermat charging surfaces in the tabletops in selected Starbucks stores in the Boston area. 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".
In the second version, which was used from 1987–92, her breasts were covered by her flowing hair, but her navel+ was still visible.
At the beginning of September 2006 and then again in early 2008, Starbucks temporarily reintroduced its original brown logo on paper hot-drink cups.
In January 2011, Starbucks announced that they would make small changes to the company's logo, removing the Starbucks wordmark around the siren, enlarging the siren image, and making it green. Starbucks has agreed to a partnership with Apple+ to collaborate on selling music as part of the "coffeehouse experience".

Starting on June 1, 2009, the MSNBC+ morning news program ''Morning Joe+'' has been presented as "brewed by Starbucks" and the show's logo changed to include the company logo.
Starbucks and Kraft Foods+ entered into a partnership in 1998 to sell Starbucks products in the Mondelez grocery stores owned by the latter. In June 2014, Starbucks announced a new partnership with Arizona State University+ (ASU) that would allow Starbucks employees in their Junior and Senior years of college to complete four years of college at Arizona State University's online program for only around 23K. In 2015 Starbucks signed a deal with PepsiCo+ to market and distribute Starbucks products in several Latin American countries for 2016. Starbucks has been a target of parodies and imitations of its logo, particularly the 1992 version, and has used legal action against those it perceives to be infringing on its intellectual property.
Other successful cases filed by Starbucks include the case won in 2006 against the chain Xingbake in Shanghai, China for trademark infringement+, because the chain used a green-and-white circular logo with a name that sounded phonetically similar to the Chinese for Starbucks. Since the 2000s, third wave coffee+ makers have targeted quality-minded coffee drinkers with hand-made coffee based on lighter roasts, while Starbucks nowadays used automated espresso machines for efficiency and safety reasons. Many stores sell pre-packaged food items, hot and cold sandwiches, and drinkware including mugs and tumblers+; select "Starbucks Evenings" locations offer beer+, wine+, and appetizers. The first Starbucks location outside North America opened in Tokyo+ in 1996; overseas properties now constitute almost one third of its stores.
The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet+ after he taught them his style of roasting beans.Pendergrast, pp. During the 1980s, total sales of coffee in the US were falling, but sales of specialty coffee+ increased, forming 10% of the market in 1989, compared with 3% in 1983. In the same year, Starbucks opened its first locations outside Seattle at Waterfront Station+ in Vancouver, British Columbia+, and Chicago+, Illinois. The company once again utilized the mobile platform when it launched the "Tweet-a-Coffee" promotion in October 2013. These restaurants were soon "outed" as Starbucks establishments and converted to Starbucks cafes. The deal only gained 150 stores for Starbucks, but according to the ''Seattle Post-Intelligencer+'' the wholesale business was more significant. They began testing the "fresh-pressed" coffee system at several Starbucks locations in Seattle, California, New York and Boston. In 2009, Starbucks began beta testing its mobile app for the Starbucks card, a stored value system in which consumers access pre-paid funds to purchase products at Starbucks. Schultz aims to restore what he calls the "distinctive Starbucks experience" in the face of rapid expansion. Additionally, Starbucks’ Coffee and Farmer Equity Practices require suppliers to inform Starbucks what portion of wholesale prices paid reaches farmers.Stanley, A. The beverage was introduced under the Starbucks name in 1995 and as of 2012, Starbucks had annual Frappuccinos sales of over $2 billion. This move was expected to attract health- and cost-conscious consumers and will not affect prices. It was first unveiled in New York City with subsequent testing of the product also in Seattle+, Chicago+ and London+. In September 2012, Starbucks announced the Verismo, a consumer-grade single-serve coffee machine that uses sealed plastic cups of coffee grounds, and a "milk pod" for lattes.
Its first store released in San Bernardino, California and plans for a store in San Francisco were to be launched in early 2013.
The beverages are fruit flavored and contain caffeine+ but advertised as having no coffee flavor.
In January 2015, Starbucks began to roll out Teavana teas into Starbucks stores, both in to-go beverage and retail formats.
Talking to the ''New York Times'' in 2008, Howell stated his opinion that the dark roast used by Starbucks does not deepen the flavor of coffee, but instead can destroy purported nuances of flavor. Stores that independently operate locations include Target+, Tom Thumb+, and Barnes and Noble+. In May 2010, Southern Sun Hotels South Africa announced that they had signed an agreement with Starbucks to brew Starbucks coffees in select Southern Sun and Tsonga Sun hotels in South Africa. A partnership with Algerian food company Cevital+ will see Starbucks open its first Algerian store in Algiers+.
Despite a false start in 2007, in January 2012, Starbucks announced a 50:50 joint venture with Tata Global Beverages+ called Tata Starbucks+.
The first Starbucks-branded Norwegian shop opened on February 8, 2012 at Oslo lufthavn, Gardermoen+.
The same month, the largest Starbucks in the US opened at the University of Alabama's Ferguson Center.
The first Starbucks inside Danish Supermarket opened in August 2013 in the department stores Salling in Aalborg+ and Aarhus+. Since the park does not allow plastic straws due to the animals, this location features special green eco-friendly straws with their cold drinks. We were pretty ubiquitous.” As part of a change in compact direction, Starbucks management wanted to transition from the singular brand worldwide to focusing on locally relevant design for each store.
The first cafe was set to open in 2014 in Bogota+, and add 50 more stores throughout Colombia's main cities in a 5 year limit. Nick Wailes, an expert in strategic management of the University of Sydney+, commented that "Starbucks failed to truly understand Australia's cafe culture." In May 2014 Starbucks announced ongoing losses in the Australian market, which resulted in the remaining stores being sold to the Withers Group. CEO Howard Schultz also announced that he had received board approval to reduce his salary. However, Ahold has not yet abandoned the licensed Starbucks concept; they planned to open 5 new licensed stores by the end of 2009. In Germany customers get unlimited free Wi-Fi through BT Openzone+, and in Switzerland and Austria customers can get 30 minutes with a voucher card (through T-Mobile+). Further more, Starbucks announced its support in the Power Matters Alliance+ (PMA) and its membership in the PMA board, along with Google and AT&T, in an effort to create "a real-world ecosystem of wireless power" through a universal wireless charging standard that customers could use to recharge smart phones. In the first version, the Starbucks siren was topless+ and had a fully visible double fish tail.Pendergrast, p. 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+. Starbucks has stated that this was done to show the company's heritage from the Pacific Northwest and to celebrate 35 years of business. In October 2006, Apple added a Starbucks Entertainment area to the iTunes Store+, selling music similar to that played in Starbucks stores. Although the hosts have previously consumed Starbucks coffee on air "for free" in the words of MSNBC president Phil Griffin+, it was not paid placement at that time. Starbucks claimed that Kraft did not sufficiently promote its products and offered Kraft US$750 million to terminate the agreement; however, Kraft declined the offer, but Starbucks proceeded with the termination anyway. Starbucks employees admitted into the program will receive a scholarship from the college, (CAP), that will cover 44% of their tuition.
In 2000, San Francisco cartoonist+ Kieron Dwyer+ was sued by Starbucks for copyright and trademark infringement after creating a parody of its siren logo and putting it on the cover of one of his comics; later placing it on coffee mugs, T-shirts, and stickers that he sold on his website and at comic book conventions. Starbucks did not open any stores after first registering its trademark in Russia in 1997 and in 2002 a Russian lawyer successfully filed a request to cancel the trademark. Starbucks-brand coffee, ice cream and bottled cold coffee drinks are also sold at grocery stores+.
252–53 The company took the name of the chief mate+ in the book ''Moby-Dick+'': Starbuck, after considering "Cargo House" and "Pequod+". During this time, the company only sold roasted whole coffee beans and did not yet brew coffee to sell. By 1986 the company operated six stores in Seattle and had only just begun to sell espresso+ coffee. By 1989, 46 stores existed across the Northwest and Midwest+ and annually, Starbucks was roasting over of coffee. The 12% portion of the company that was sold raised around US$25 million for the company, which facilitated a doubling of the number of stores over the next two years.
In September 2006, rival Diedrich Coffee+ announced that it would sell most of its company-owned retail stores to Starbucks.

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". Analysts believe that Schultz must determine how to contend with higher materials prices and enhanced competition from lower-price fast food chains, including McDonald's+ and Dunkin' Donuts+. The first two VIA flavors include Italian Roast and Colombia, which were then rolled out in October 2009, across the U.S.
The March 2007 issue of ''Consumer Reports+'' compared American fast-food chain coffees and ranked Starbucks behind McDonald's+ Premium Roast.
The mobile feature is integrated with Starbuck’s existing mobile app+ and My Starbucks reward loyalty program+.
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. Tata Starbucks will own and operate Starbucks outlets in India as ''Starbucks Coffee "A Tata Alliance"''. 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.
Schultz also stated that Starbucks will 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' Latin partners, Alsea+ and Colombia's Grupo Nutresa+ that has previously worked with Starbucks by providing coffee through Colcafe. 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. Altogether, from February 2008 to January 2009, Starbucks terminated an estimated 18,400 U.S. They have touchscreens and customers can play classic Windows 95 games Minesweeper or Snake while they wait for their order.
Customers with a Starbucks Card are able to log-on to the Wi-Fi in-store for free with their card details, thereby bringing the benefits of the loyalty program in-line with the United States. 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 vintage logo sparked some controversy due in part to the siren's bare breasts, but the temporary switch garnered little attention from the media. The move was met with mixed reactions from rival news organizations, viewed as both a clever partnership in an economic downturn and a compromise of journalistic standards. Starbucks wanted to terminate the agreement because at the time, single coffee packs were beginning to become popular. The remaining balance and all other expenses would be paid by the student or through traditional financial aid. Dwyer felt that since his work was a parody it was protected by his right to free speech+ under U.S. By September 1992, Starbucks' share price had risen by 70% to over 100 times the earnings per share+ of the previous year. Research firm Keyhole monitored the progress of the campaign and a December 6, 2013 media article reported that the firm had found that 27,000 people had participated and US$180,000 of purchases were made to date. Starbucks announced it would discontinue the warm breakfast sandwich products they originally intended to launch nationwide in 2008 and refocus on coffee, but they reformulated the sandwiches to deal with complaints and kept the product line.
The magazine called Starbucks coffee "strong, but burnt and bitter enough to make your eyes water instead of open". Starbucks Mobile Order is available for customers using a Starbucks app for iPhone+ (version 3.2) in markets where the feature is available. In June 2010, Starbucks opened its first store in Budapest+, Hungary and in November the company opened the first Central American store in El Salvador's capital, San Salvador+.
This announcement comes after Starbucks' Farmer Support Center was established in Manizales+, Colombia the previous year making Colombia an already established country by the corporation.
Beginning in July 2010, Starbucks offers free Wi-Fi in all of its US stores via AT&T and information through a partnership with Yahoo!+. The image is 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 J.E. The iTunes Store will automatically detect recent songs playing in a Starbucks and offer users the opportunity to download the tracks.
In their agreement, Starbucks was confined to selling packs that only worked in Kraft's Tassimo machines.
In April 2015, Starbucks and ASU announced an expansion of the College Achievement Program.
During their first year of operation, they purchased green coffee beans from Peet's+, then began buying directly from growers.
Starbucks converted the Diedrich Coffee and Coffee People locations to Starbucks, although the Portland International Airport+ Coffee People locations were excluded from the sale.
Analysts speculated that by introducing instant coffee, Starbucks would devalue its own brand. As reported by ''TIME'' in 2010, third wave coffee proponents generally criticize Starbucks for over-roasting beans.
Starbucks tried launching a delivery service that can be used by a mobile app in Seattle by way of showing an example in 2015. The Downtown Disney and Disney Springs locations are Starbucks-operated, while the locations inside of the theme parks are Disney-operated.
These closings and layoffs effectively ended the company's period of growth and expansion that began in the mid-1990s. This is an effort to be more competitive against local chains, which have long offered free Wi-Fi, and against McDonald's+, which began offering free wireless internet access in 2010.
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. Some stores feature LCD screens with the artist name, song, and album information of the current song playing. The program would now allow all eligible part-time and full-time employees working in a U.S. The case was eventually settled out of court+, as Dwyer claimed he did not have the financial ability to endure a trial case with Starbucks. In May 2012, Starbucks opened its first coffeehouse in Finland+, with the location being Helsinki-Vantaa airport+ in Vantaa+.
On June 30, 2010, Starbucks announced it would begin to offer unlimited and free Internet access via Wi-Fi to customers in all company-owned locations across Canada starting on July 1, 2010.
This feature has been rolled out in Seattle+, New York City, and the San Francisco Bay Area+, and was offered in limited markets during 2007–2008..
In mid-November 2013, an arbitrator ordered Starbucks to pay a fine of US$2.8 billion to Kraft spin-off+ Mondelez International for its premature unilateral termination of the agreement. The judge agreed that Dwyer's work was a parody and thus enjoyed constitutional protection; however, he was forbidden from financially "profiting" from using a "confusingly similar" image of the Starbucks siren logo. The company announced three months later that it would be using the international logo in Saudi Arabia. After the completion of each semester Starbucks reimburses the student their portion of the tuition.
Dwyer was allowed to display the image as an expression of free speech, but he can no longer sell it. Starbucks gave away 37 different songs for free download through iTunes as part of the "Song of the Day" promotion in 2007, and a "Pick of the Week" card is now available at Starbucks for a free song download. The student can then use the reimbursement to pay any loans or debt incurred during the semester. In a similar case, a New York store selling stickers and T-shirts using the Starbucks logo with the phrase "Fuck Off" was sued by the company in 1999.
Since 2011 Starbucks also gives away a "Pick of the Week" card for app downloads from the App Store. Christian bookstores and websites in the US are selling a T-shirt featuring a logo with the siren replaced by Jesus and the words "Sacrificed for me" around the edge.

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