History of Starbucks in Timeline
Starbucks Corporation, founded in 1971 and headquartered in Seattle, Washington, is an American multinational chain of coffeehouses and roastery reserves. As the world's largest coffeehouse chain, Starbucks has become a globally recognized brand.
1912: Starbucks Moves to Pike Place
Starbucks moved to 1912 Pike Place after operating at its original location.
March 30, 1971: First Starbucks Store Opens
The first Starbucks store opened in Seattle, Washington on March 30, 1971.
1971: Starbucks Founded
In 1971, Starbucks was founded in Seattle, Washington.
1971: Starbucks Founded
Starbucks was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gordon Bowker.
1971: First Starbucks Store Opens
The first Starbucks store opened at 2000 Western Avenue in Seattle in 1971.
1973: Peet Stops Supplying, Reynolds Becomes Roastmaster
Alfred Peet stopped supplying Starbucks in 1973 and helped train their new Roastmaster, Jim Reynolds.
1976: Starbucks Relocates
Starbucks relocated from its original location at 2000 Western Avenue in 1976.
1984: Starbucks Acquires Peet's Coffee
Starbucks, under the leadership of Jerry Baldwin, acquired Peet's Coffee in 1984.
1986: Starbucks Expansion and Espresso Introduction
By 1986, Starbucks had expanded to six stores in Seattle and started selling espresso coffee.
1986: Schultz's First Tenure as CEO
Howard Schultz's first tenure as CEO began in 1986, marked by aggressive franchise expansion.
1987: Schultz Acquires Starbucks, Expansion Begins
Howard Schultz acquired Starbucks in 1987 and began expanding the company, opening stores outside Seattle in Vancouver and Chicago.
1987: Second Version of Starbucks Logo
In 1987, Starbucks introduced the second version of its logo. This version covered the siren's breasts with her flowing hair, although her navel remained visible. Additionally, the primary color changed from brown to green, reflecting the alma mater of the company's founders, the University of San Francisco.
1987: Kevin Knox's Role at Starbucks
Kevin Knox was in charge of doughnuts food quality at Starbucks from 1987 to 1993. He later shared his experiences and opinions on the company's coffee quality in his blog.
1987: Revenue Growth Since 1987
Starbucks' revenue had grown significantly since 1987, reaching US$73.5 million by June 1992.
1989: Starbucks Reaches 46 Stores
By 1989, Starbucks had grown to 46 stores across the Pacific Northwest and Midwest, roasting over 2,000,000 pounds of coffee annually.
1990: George Howell Criticizes Starbucks' Dark Roasted Beans
In 1990, George Howell, a coffee veteran, criticized Starbucks for selling dark roasted beans, claiming that the roast destroyed the coffee's nuanced flavors.
1990: Hear Music Founded
Hear Music, a music catalog company, was established in 1990 and later expanded to include retail locations in the San Francisco Bay Area, setting the stage for its eventual acquisition by Starbucks.
June 1992: Starbucks Goes Public
Starbucks went public in June 1992 with 140 outlets and a revenue of US$73.5 million.
September 1992: Starbucks Share Price Soars
Starbucks' share price had risen by 70% by September 1992.
1992: Logo Parodies and Legal Actions
In 1992, Starbucks faced parodies and imitations of its logo, particularly the third version introduced that year. In response, the company took legal action against entities it believed were infringing on its intellectual property.
1992: Third Version of Starbucks Logo
In 1992, Starbucks released the third iteration of its logo. This design removed the visibility of the siren's navel and breasts entirely, retaining only remnants of the fish tails. This simplification marked another step in the evolution of the company's visual identity.
1993: End of Kevin Knox's Tenure
Kevin Knox's tenure in charge of doughnuts food quality at Starbucks ended in 1993. He later shared critical views on Starbucks' coffee quality.
1994: 1994 Discrimination Lawsuit Settlement
In 1994, Starbucks settled a lawsuit after two employees were dismissed due to their race, age, and sex. A black woman filed the suit after her supervisor referred to her using a slave name, and she was dismissed after a co-worker spoke on her behalf.
1994: Starbucks Acquires The Coffee Connection
Starbucks acquired The Coffee Connection in 1994, gaining the rights to the "Frappuccino" beverage.
1994: Drafting Plans for Corporate Social Responsibility
Starbucks began drafting plans for corporate social responsibility in 1994, reflecting a growing awareness of the importance of ethical and sustainable business practices.
1995: Frappuccino Introduced by Starbucks
Starbucks introduced the "Frappuccino" beverage under its own name in 1995.
July 1996: Starbucks Opens First Store Outside North America
In July 1996, Starbucks made its first foray outside North America with the opening of a store in Tokyo, Japan.
December 4, 1997: Philippines Becomes Third Market Outside North America
The Philippines became the third market outside North America to welcome Starbucks on December 4, 1997.
1997: Starbucks Introduces Soy Milk
Starbucks introduced soy milk in its U.S. stores in 1997, marking the company's first foray into offering non-dairy milk alternatives.
1998: Starbucks and Kraft Foods Partnership
In 1998, Starbucks and Kraft Foods entered into a partnership to sell Starbucks products in Mondelez grocery stores. However, the partnership later faced issues, leading to a dispute over the promotion and sales of Starbucks products.
1998: Starbucks Enters the UK Market
In 1998, Starbucks acquired the UK-based Seattle Coffee Company for US$83 million, rebranding all 56 of its stores as Starbucks.
1999: Starbucks Enters the Tea Business
Starbucks entered the tea business in 1999 with the acquisition of the Tazo brand for US$8,100,000.
1999: Starbucks Experiments with Circadia Eateries
Starbucks experimented with eateries under the Circadia brand in the San Francisco Bay Area in 1999 and converted its Seattle Circadia restaurant into a Café Starbucks.
1999: Acquisition of Hear Music
Starbucks acquired Hear Music in 1999, marking a strategic move into the music industry and reflecting their vision of creating a coffeehouse experience that extended beyond coffee.
1999: Starbucks Acquires Pasqua Coffee
Starbucks acquired Pasqua Coffee, a San Francisco-based coffee chain, in 1999.
1999: Grounds for Your Garden Program
In 1999, Starbucks launched the 'Grounds for your Garden' program, which provided leftover coffee grounds to customers for composting. This initiative aimed to enhance the company's environmental friendliness, although participation varied by store and region.
July 2000: First Starbucks Store Opens in Australia
In July 2000, Starbucks opened its first store in Australia, located in Sydney.
2000: Logo Alteration for Saudi Arabian Market
In 2000, Starbucks altered its logo for the Saudi Arabian market by removing the siren and leaving only her crown. This change was made to respect local sensibilities, as reported in a Pulitzer Prize-winning column by Colbert I. King in The Washington Post in 2002.
2000: Introduction of Fair Trade Products
In 2000, Starbucks began offering a line of fair trade products, demonstrating their commitment to ethical sourcing.
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2000: Schultz Succeeded by Orin Smith
Orin Smith succeeded Howard Schultz as CEO in 2000.
2000: Starbucks Opens in the Forbidden City
Starbucks opened a location in Beijing's Forbidden City in 2000, a move that sparked controversy.
2000: Forbes Global 2000 Ranking
Starbucks was included in the Forbes Global 2000 list in 2000.
2001: Starbucks Opens First Locations in Israel
Between 2001 and 2003, Starbucks opened six stores in Israel, marking its entry into the Israeli market.
2001: Orin C. Smith Becomes President and CEO of Starbucks
Orin C. Smith served as the president and CEO of Starbucks from 2001.
August 2002: Starbucks Offers Free Wi-Fi in the UK
In August 2002, Starbucks introduced free Wi-Fi access at its locations in the United Kingdom. This move, although initially requiring a Starbucks Rewards Card, aimed to enhance customer experience and attract more visitors to their stores.
September 2002: Starbucks Opens First Store in Latin America
Starbucks made its debut in Latin America in September 2002, opening its first store in Mexico City.
October 2002: Starbucks Establishes Coffee Trading Company
In October 2002, Starbucks established a coffee trading company in Lausanne, Switzerland, to manage the purchase of green coffee beans.
2002: Starbucks Opera Album
In 2002, Starbucks furthered its presence in the music industry by producing a Starbucks opera album, featuring renowned artists like Luciano Pavarotti. This showcased their eclectic musical taste and their commitment to offering unique musical experiences.
2002: International Logo in Saudi Arabia
In 2002, Starbucks announced it would use its international logo in Saudi Arabia, three months after initially altering it by removing the siren. This decision reflected a balance between respecting cultural differences and maintaining brand consistency.
April 2003: Starbucks Acquires Seattle's Best Coffee and Torrefazione Italia
Starbucks acquired Seattle's Best Coffee and Torrefazione Italia from AFC Enterprises for US$72 million in April 2003.
April 2003: Starbucks Closes All Locations in Israel
Starbucks, along with its partner Delek, closed all six of its locations in Israel in April 2003 after facing operational challenges and a difficult business environment. The company had initially planned to open 80 stores in the country.
August 2003: Starbucks Opens First Store in South America
Starbucks opened its first store in South America in August 2003, located in Lima, Peru.
2003: Starbucks Acquires Ethos Water
In 2003, Starbucks acquired Ethos water, a brand of bottled water. Ethos water is sold across North America and is known for its prominent labeling stating "helping children get clean water". For each bottle sold, a portion of the proceeds goes towards funding clean water projects in underdeveloped areas.
2005: Orin C. Smith Steps Down as President and CEO of Starbucks
Orin C. Smith stepped down from his position as the president and CEO of Starbucks in 2005.
2005: Jim Donald Appointed CEO
Jim Donald became CEO in 2005, focusing on earnings expansion.
2005: National Recycling Coalition Award
In 2005, Starbucks received the National Recycling Coalition Recycling Works Award for its initiative to use 10% recycled paper in its beverage cups. This recognition highlighted the company's efforts to incorporate recycled materials in its products.
2005: Howard Behar Becomes President of Starbucks North America
Howard Behar served as president of Starbucks North America from 2005.
September 2006: Reintroduction of Original Logo
In September 2006, Starbucks temporarily brought back its original brown logo on paper hot-drink cups. This move was intended to celebrate the company's Pacific Northwest heritage and its 35 years of business. The vintage logo, featuring the siren's bare breasts, sparked some controversy but received limited media attention.
September 2006: Starbucks Acquires Diedrich Coffee and Coffee People Stores
Starbucks acquired most of Diedrich Coffee's company-owned retail stores, including Coffee People locations, in September 2006.
October 2006: Partnership with Apple and iTunes Integration
In October 2006, Starbucks partnered with Apple to sell music through iTunes as part of their effort to enhance the coffeehouse experience. Apple added a dedicated Starbucks Entertainment area to the iTunes Store, offering music similar to what was played in Starbucks stores.
2006: Fair Trade Coffee Sales
By 2006, Starbucks had significantly increased its fair trade coffee purchases, reaching approximately 6% of its total coffee purchases. This initiative highlighted their growing commitment to fair trade practices.
2006: Recycled Paper Cups Initiative
In 2006, Starbucks began using 10% recycled paper in its beverage cups. The company claimed this was the first instance of recycled material being used in direct contact with food or beverages. Despite criticism from environmentalists, Starbucks received the National Recycling Coalition Recycling Works Award in 2005 for the initiative.
2006: Creation of Starbucks Entertainment and "Akeelah and the Bee"
In 2006, Starbucks expanded its entertainment ventures by creating Starbucks Entertainment, which co-produced the acclaimed film "Akeelah and the Bee." This move demonstrated Starbucks's interest in supporting independent films and engaging with customers through diverse forms of entertainment.
2006: Support and Promotion of Ethiopian Coffees
In 2006, Starbucks resolved a dispute with Ethiopia and agreed to support and promote Ethiopian coffees, acknowledging the origin of popular coffee designations like Harrar and Sidamo. This agreement aimed to help Ethiopian farmers earn more money.
2006: Starbucks Logo Description by Valerie O'Neil
In 2006, Valerie O'Neil, a Starbucks spokeswoman, described the company's logo as an image of a "twin-tailed mermaid, or siren as she's known in Greek mythology." This version of the logo had been significantly streamlined over the years, evolving from its original topless depiction with a double fish tail. The 2006 logo was part of Starbucks's effort to refine its brand image.
March 2007: Consumer Reports Ranks Starbucks Coffee
In March 2007, Consumer Reports compared American fast-food chain coffees and ranked Starbucks behind McDonald's Premium Roast. The magazine described Starbucks coffee as 'strong, but burnt and bitter enough to make your eyes water instead of open.'
March 2007: Release of Paul McCartney's Album
March 2007 marked a significant moment for Starbucks's foray into music with the release of Paul McCartney's album "Memory Almost Full" under their Hear Music label. This made McCartney the first artist to sign with the label, and the album was sold in Starbucks stores.
July 2007: Starbucks Closes Forbidden City Location
Starbucks closed its controversial location in Beijing's Forbidden City in July 2007 after facing years of protest. Critics argued that the presence of the American chain in this historical location disrespected Chinese culture.
September 2007: Starbucks Opens First Store in Russia
Starbucks opened its first store in Russia in September 2007, a decade after registering a trademark in the country.
September 2007: In-Store iTunes Browsing and Song Downloads
In September 2007, Starbucks and Apple launched a feature allowing customers to browse the iTunes Store via Wi-Fi in U.S. Starbucks stores, aiming to provide a seamless music discovery and purchase experience.
2007: End of Behar's Tenure
Howard Behar's tenure as president of Starbucks North America ended in 2007.
2007: EEOC Allegations of Racial Bias
The Equal Employment Opportunity Commission (EEOC) raised allegations against Starbucks for racial bias in its promotions based on workforce data from 2007 to 2011. The data suggested that minority retail partners received fewer promotions than statistically expected.
2007: Financial Crisis Impacts Starbucks
Starbucks faced challenges during the financial crisis of 2007-2008.
2007: Starbucks Phases Out rBGH-Treated Milk
In 2007, Starbucks stopped using milk from cows treated with rBGH, a growth hormone. The company also switched from using whole milk to 2% reduced-fat milk for its espresso drinks.
2007: False Start in India
Starbucks's initial attempt to enter the Indian market in 2007 was unsuccessful.
January 2008: Starbucks Introduces "Skinny" Drink Options
In January 2008, Starbucks launched its "skinny" line of drinks, offering customers lower-calorie and sugar-free alternatives to their regular menu, using skim milk and a variety of natural and artificial sweeteners.
February 2008: Start of Store Closures and Job Cuts
In February 2008, Starbucks began a series of store closures and job cuts that continued until January 2009, ultimately affecting 977 stores worldwide and approximately 18,400 U.S. jobs.
March 2008: Acquisition of Coffee Equipment Company
In March 2008, Starbucks acquired the Coffee Equipment Company, the manufacturer of the Clover Brewing System. The new 'fresh-pressed' coffee system was tested at several locations in Seattle, California, New York, and Boston.
May 2008: Starbucks Launches Loyalty Program
In May 2008, Starbucks introduced a loyalty program for registered Starbucks Card users. This program aimed to reward frequent customers with perks such as free Wi-Fi access, complimentary soy milk and flavored syrups, and free refills on select beverages.
July 2008: Store Closures During Great Recession
In July 2008, Starbucks announced the closure of 600 underperforming stores and reduced its U.S. expansion plans due to economic uncertainty during the Great Recession.
July 2008: Closure of Australian Stores
In July 2008, Starbucks announced it would close 61 of its 84 stores in Australia the following month. Nick Wailes from the University of Sydney noted that the company failed to understand Australia's café culture.
July 29, 2008: Job Cuts Amid Economic Crisis
On July 29, 2008, Starbucks announced it would cut nearly 1,000 non-retail jobs as part of a strategy to re-energize the brand and increase profits during the Great Recession. Out of these, 550 positions were layoffs.
October 2008: Water Wastage Report
In October 2008, The Guardian reported that Starbucks was wasting 6.2 million U.S. gallons of water daily by leaving a tap running for rinsing utensils in 'dipper wells' in its stores. This practice, often required by governmental food safety codes, led to significant water wastage.
2008: Starbucks Opens in Argentina and Brazil
Starbucks expanded its reach in South America in 2008 by opening stores in Argentina and Brazil.
2008: Expansion of iTunes Integration
Throughout 2007 and 2008, Starbucks expanded its iTunes integration to more markets, offering in-store iTunes browsing and song downloads, further integrating music into the Starbucks experience.
2008: Environmental Responsibility Challenges
In 2008, Starbucks vice president of corporate social responsibility acknowledged the company's ongoing struggles with environmental responsibility. None of its cups were recyclable, and stores lacked recycling bins. Starbucks offered a 10-cent discount for customers who brought reusable cups and used corrugated cup sleeves made from 85% post-consumer recycled fiber.
2008: Vintage Logo Controversy
In early 2008, Starbucks once again reintroduced its original brown logo on paper hot-drink cups. This action was part of their effort to showcase the company's heritage. The vintage logo caused some controversy due to the siren's bare breasts, similar to the response it received in 2006.
2008: 2008 Discrimination Lawsuit
In 2008, a former African American Starbucks engineer sued the company for discrimination, alleging that his supervisor failed to address racist bullying and instead gave him extra work. Starbucks settled the suit in 2009.
2008: Launch of My Starbucks Idea
In 2008, Starbucks launched a community website called My Starbucks Idea to gather suggestions and feedback from customers. Users could comment on and vote for suggestions. However, journalist Jack Schofield suggested that the platform might involve significant censorship to maintain a positive atmosphere.
2008: Starbucks Experiences Downturn in Australia
In 2008, Starbucks experienced a significant downturn in its Australian operations, leading to the closure of numerous stores.
2008: Starbucks Expands into More European Countries
In 2008, Starbucks expanded its presence in Europe by opening stores in Belgium, Bulgaria, the Czech Republic, and Portugal.
2008: Animal Welfare Policy Announcement
In 2008, Starbucks announced a new animal welfare policy to promote humane farming practices, signifying a commitment to improving the lives of animals in their supply chain.
2008: George Howell Criticizes Starbucks' Coffee
In 2008, George Howell expressed his opinion to The New York Times that Starbucks' dark roast did not enhance the coffee's flavor, but rather destroyed its nuanced flavors.
2008: Howard Schultz Returns as CEO of Starbucks
Howard Schultz returned as the CEO of Starbucks in 2008.
2008: Schultz Returns as CEO
Howard Schultz returned as CEO in 2008 during the financial crisis.
2008: Starbucks Closes Stores in Australia
Before restructuring its operations in 2008, Starbucks had a larger presence in Australia, with stores in cities like Adelaide, Canberra, Hobart, and Wollongong, which were later closed.
January 2009: Further Store Closures and Job Cuts
In January 2009, Starbucks announced the closure of an additional 300 underperforming stores and the elimination of 7,000 positions. CEO Howard Schultz also received board approval to reduce his salary. From February 2008 to January 2009, the company terminated approximately 18,400 U.S. jobs and closed 977 stores worldwide.
March 2009: Starbucks Introduces VIA "Ready Brew" Instant Coffee
In March 2009, Starbucks launched a new product line: instant coffee packets called VIA "Ready Brew". The first unveiling took place in New York City, followed by testing in other cities like Seattle, Chicago, and London. Initial flavors included Italian Roast and Colombia.
April 2009: Starbucks Opens in Poland
Starbucks continued its European expansion in April 2009 with the opening of its first store in Poland.
June 1, 2009: Partnership with "Morning Joe"
On June 1, 2009, Starbucks entered into an endorsement deal with MSNBC's "Morning Joe" program, with the show being presented as "brewed by Starbucks" and featuring the company's logo. This partnership garnered mixed reactions, with some praising its ingenuity and others questioning its implications for journalistic integrity.
June 2009: Dipper Well System Re-evaluation
In June 2009, Starbucks re-evaluated its use of the dipper well system in response to concerns over excessive water consumption. The company sought to find a more sustainable solution that would still meet government health standards.
July 2009: First Unbranded Starbucks Store Opens in Seattle
In July 2009, Starbucks opened its first unbranded store, 15th Avenue Coffee and Tea, in Seattle. The store, described as a "laboratory for Starbucks" by CEO Howard Schultz, featured offerings like wine, beer, live music, and poetry readings.
August 2009: Closure and Rebranding of Licensed Store Kiosks
In August 2009, Ahold announced the closure and rebranding of 43 licensed Starbucks kiosks located in US-based Stop & Shop and Giant supermarkets.
September 2009: Water Saving Solution Implementation
In September 2009, Starbucks implemented a new water-saving solution in its stores across Canada and the United States. The solution involved using dedicated spoons for different types of milk and replacing dipper wells with push-button metered faucets. This change aimed to save up to 150 U.S. gallons of water per day per store.
October 2009: VIA "Ready Brew" Rolled Out Across US and Canada
In October 2009, Starbucks expanded the availability of its VIA "Ready Brew" instant coffee. It was introduced across the United States and Canada, supported by a promotional campaign involving blind taste tests in Starbucks stores.
2009: Industry Best Practices for Animal Husbandry
In 2009, Starbucks took further steps to improve animal welfare by establishing a preference for suppliers in North America who used industry best practices for animal husbandry and processing, including egg production.
2009: Starbucks Beta Tests Mobile App for Starbucks Card
In 2009, Starbucks began beta testing its mobile app for the Starbucks Card. This early foray into mobile technology aimed to provide customers with a more convenient way to pay and manage their Starbucks Card balance.
2009: Settlement of 2008 Discrimination Lawsuit
In 2009, Starbucks settled a discrimination lawsuit filed by a former African American engineer who alleged that his supervisor failed to address racist bullying and instead gave him extra work.
February 2010: Starbucks Enters Sweden
February 2010 marked Starbucks' entry into Sweden with the opening of its first store at Arlanda Airport outside Stockholm.
May 2010: Starbucks Signs Agreement with Southern Sun Hotels South Africa
In May 2010, Starbucks entered into an agreement with Southern Sun Hotels South Africa to brew and serve Starbucks coffee in selected hotels. This partnership was partly formed to coincide with the 2010 FIFA World Cup hosted by South Africa.
June 2010: Starbucks Opens First Store in Hungary
Starbucks expanded into Hungary in June 2010, opening its first store in Budapest.
July 1, 2010: Starbucks Offers Free Wi-Fi in US and Canada
On July 1, 2010, Starbucks extended its free Wi-Fi offering to all its stores across the United States and Canada. This move aimed to provide customers with a more enjoyable and convenient in-store experience, encouraging them to stay longer and potentially spend more.
August 2010: Starbucks Offers Free Wi-Fi in Germany via BT Openzone
In August 2010, Starbucks expanded its free Wi-Fi offering to Germany, partnering with BT Openzone to provide this service. This strategic move aimed to enhance customer satisfaction and attract more visitors to their stores in the German market.
November 2010: Starbucks Opens First Store in Central America
Starbucks opened its first store in Central America in November 2010 in San Salvador, the capital of El Salvador.
December 2010: First Starbucks at Sea Opens
In December 2010, Starbucks opened its first-ever store at sea aboard Royal Caribbean's Allure of the Seas, partnering with Royal Caribbean International.
2010: Starbucks Retrains Baristas
In 2010, Starbucks responded to criticism from third wave coffee proponents by retraining its baristas and changing its roasting methods to standardize quality over quantity. This move, reported by The Atlantic and Forbes, aimed to improve coffee quality but slowed down order processing.
2010: Donation of Leftover Pastries
Starting in 2010, Starbucks showed its commitment to reducing food waste by donating its unsold pastries in the United States to local food banks through a partnership with Food Donation Connection.
2010: Starbucks Begins Selling Alcoholic Beverages
In 2010, Starbucks made a significant change to its offerings by introducing alcoholic beverages at select stores across the United States. This marked a strategic move to diversify its product line and attract a wider customer base.
2010: Kevin Knox Recalls George Howell's Criticism
In 2010, Kevin Knox recalled how George Howell, a coffee veteran, was appalled by Starbucks' dark roasted beans in 1990. Howell believed that the dark roast destroyed the coffee's nuanced flavors.
2010: Starbucks Reserve Program Launched
Starbucks launched its Reserve program for single-origin and high-end coffees in 2010.
January 2011: Logo Redesign Announcement
In January 2011, Starbucks announced changes to its logo. The redesign involved removing the Starbucks wordmark around the siren, enlarging the siren image, and using a green color scheme. These changes aimed to modernize the company's branding.
January 2011: Starbucks Releases Complete Mobile Platform
In January 2011, Starbucks took a significant step in enhancing customer experience by releasing its complete mobile platform. This platform included the Starbucks Card mobile app, allowing customers to make purchases and manage their accounts conveniently.
January 2011: Starbucks Introduces Trenta Size and Announces Plans for India
January 2011 saw Starbucks introduce its largest cup size yet, the Trenta, which holds 31 US fluid ounces. The company also announced a strategic alliance with Tata Coffee, Asia's largest coffee plantation company, to bring Starbucks to India.
February 2011: Starbucks Coffee Available in Norway
Starbucks coffee became available in Norway in February 2011 through a partnership with Norwegian food shops.
October 2011: Starbucks Opens 500th Store in China
Starbucks opened its 500th store in China in October 2011 at the Beijing Capital International Airport's Terminal 3.
November 10, 2011: Starbucks Acquires Evolution Fresh
On November 10, 2011, Starbucks made a significant move in the beverage industry by acquiring the juice company Evolution Fresh for US$30 million in cash. This acquisition signaled Starbucks's intention to expand beyond coffee and enter the growing health food market.
December 2011: Starbucks Mobile Transactions Exceed 26 Million
By December 2011, Starbucks's mobile platform had gained significant traction, with the number of mobile transactions exceeding 26 million. This milestone demonstrated the increasing popularity of mobile payments and the success of Starbucks's mobile strategy.
2011: EEOC Allegations of Racial Bias
The Equal Employment Opportunity Commission (EEOC) raised allegations against Starbucks for racial bias in its promotions based on workforce data from 2007 to 2011. The data suggested that minority retail partners received fewer promotions than statistically expected.
2011: Starbucks Headquarters Displays Original Logo
By 2011, the original 'woodcut' version of the Starbucks logo was relocated to the company's headquarters in Seattle. This move commemorated the brand's heritage and its journey through various logo transformations.
January 2012: Starbucks Forms Joint Venture with Tata Global Beverages
In January 2012, Starbucks established a 50:50 joint venture with Tata Global Beverages, known as Tata Starbucks, to operate Starbucks outlets in India.
February 2012: First Starbucks-Branded Store Opens in Norway
In February 2012, the first Starbucks-branded store opened in Norway at Oslo Airport, Gardermoen.
March 2012: Starbucks Introduces Iced Starbucks Refresher Beverages
March 2012 saw the introduction of a new product line by Starbucks: Iced Starbucks Refresher beverages. These fruit-flavored drinks, made with a green coffee extract, aimed to provide a refreshing and caffeinated option without the distinct coffee taste.
May 2012: Starbucks Opens First Store in Finland
Starbucks' first store in Finland opened in May 2012 at Helsinki-Vantaa Airport in Vantaa.
June 2012: Starbucks Opens Store in Costa Rica
Starbucks opened a store in San Jose, Costa Rica, in June 2012.
August 2012: Opening of Largest U.S. Starbucks
In August 2012, the largest Starbucks in the U.S. opened at the University of Alabama's Ferguson Centre.
September 2012: Starbucks Announces Verismo Single-Serve Coffee Machine
In September 2012, Starbucks made an announcement about their upcoming product, the Verismo. This consumer-grade, single-serve coffee machine was designed to use sealed coffee pods and included a milk pod for lattes.
October 2012: Starbucks Announces Plans to Open 1,000 Stores in Five Years
In October 2012, Starbucks announced its plans to open 1,000 stores in the United States within the following five years.
October 2012: Starbucks and Duracell Powermat Pilot Program
In October 2012, Starbucks partnered with Duracell Powermat to launch a pilot program. This program involved installing Powermat charging surfaces in tables at selected Starbucks stores in the Boston area, providing customers with a convenient way to charge their smartphones wirelessly.
October 19, 2012: Starbucks Opens First Store in India
Starbucks opened its first store in India on October 19, 2012, in Mumbai. This came after the creation of a 50:50 joint venture with Tata Global Beverages called Tata Starbucks.
November 2012: Starbucks Verismo Public Release
In November 2012, Starbucks publicly launched the Verismo line. This product line consisted of coffee makers designed for brewing espresso and regular chocolate using coffee capsules, which are single-use containers of pre-portioned ground coffee and flavorings.
December 2012: Starbucks Acquires Teavana
In December 2012, Starbucks expanded its tea business by acquiring Teavana for US$620 million, aiming to expand the brand beyond shopping malls.
2012: Criticism of Animal Welfare Practices
Starbucks faced criticism from animal welfare organizations like World Animal Protection and Compassion in World Farming, who argued that the company had not made significant improvements in its animal welfare practices since 2012.
2012: Starbucks to Launch Chain of Juice Bars
In 2012, Starbucks took a step further into the juice market by announcing plans to launch a chain of juice bars. This venture, stemming from their acquisition of Evolution Fresh, aimed to compete with established players like Jamba Inc.
2012: Frappuccino Sales Milestone
In 2012, Starbucks reported annual Frappuccino sales exceeding US$2 billion.
February 1, 2013: Starbucks Opens First Store in Vietnam
Starbucks opened its first store in Vietnam on February 1, 2013, in Ho Chi Minh City.
April 2013: Introduction of Reusable Cups
In April 2013, Starbucks introduced reusable cups, allowing customers to bring their own cup to any location and receive a small discount on their drink. This initiative was part of the company's efforts to promote sustainability.
June 25, 2013: Calorie Counts on Menus
On June 25, 2013, Starbucks began posting calorie counts on menus for drinks and pastries across all U.S. stores.
July 2013: Increase in Mobile Purchases
In July 2013, more than 10% of in-store purchases at Starbucks were made using customers' mobile devices via the Starbucks app.
August 2013: End of "Morning Joe" Endorsement Deal
Starbucks's endorsement deal with MSNBC's "Morning Joe" program ended in August 2013, marking the conclusion of a partnership that had generated both praise and criticism.
August 2013: Starbucks Partners with Dansk Supermarked in Denmark
August 2013 saw Starbucks partnering with Dansk Supermarked to open its first stores within Salling department stores in Aalborg and Aarhus, Denmark.
August 2013: Starbucks Announces Expansion into Colombia
In August 2013, Starbucks announced its plan to open 50 stores in Colombia within 5 years, starting with Bogotá in 2014. This decision followed the establishment of a Farmer Support Center in Manizales, Colombia, the previous year.
August 2013: Starbucks Announces First Store in Colombia
In a press conference in Bogotá in August 2013, Starbucks announced the opening of its first store in Colombia, expressing admiration for the country's coffee tradition.
October 2013: Launch of Tweet-a-Coffee Promotion
In October 2013, Starbucks launched the 'Tweet-a-Coffee' promotion, allowing customers to purchase a US$5 gift card for a friend by tweeting "@tweetacoffee" along with the friend's Twitter handle.
November 2013: Arbitrator Orders Starbucks to Pay Fine
In November 2013, an arbitrator ordered Starbucks to pay a fine of US$2.8 billion to Mondelez International, a corporate spin-off of Kraft, for the premature unilateral termination of their agreement. Starbucks had previously offered Kraft US$750 million to terminate the agreement, which Kraft declined. This fine was a result of the dispute over Starbucks' desire to enter the K-Cup market.
December 2013: Tweet-a-Coffee Campaign Results
By December 2013, the 'Tweet-a-Coffee' promotion saw the participation of 27,000 people, resulting in US$180,000 worth of purchases.
2013: Limited Ethiopian Coffee Offerings
As of 2013, Starbucks offered only one Ethiopian coffee on its website despite its previous commitment to supporting Ethiopian coffee farmers.
2013: Starbucks Plans Evolution Fresh Store in San Francisco
In 2013, Starbucks continued expanding its juice bar presence with plans to open an Evolution Fresh store in San Francisco. This move followed the opening of their first juice bar in San Bernardino, California, further solidifying their commitment to the juice market.
2013: Starbucks Switches Wi-Fi Providers to Google
In 2013, Starbucks made a significant change to its technology infrastructure by switching Wi-Fi providers in the United States from AT&T to Google. This strategic move aimed to improve internet speed and reliability for its customers, enhancing their in-store experience.
January 2014: Shift to Locally Relevant Store Design
In January 2014, Starbucks management transitioned from a singular global brand to focusing on locally relevant designs for each store.
April 2014: Starbucks Announces Store in Azerbaijan
Starbucks announced plans to open a store in Azerbaijan in April 2014, located in the Port Baku Mall.
May 2014: Starbucks Announces Expansion into Bolivia
In May 2014, Starbucks announced its plan to open its first store in Bolivia in Santa Cruz de la Sierra before the end of the year.
May 2014: Sale of Australian Stores
In May 2014, Starbucks announced ongoing losses in the Australian market, leading to the sale of all remaining stores to the Withers Group.
May 2014: Starbucks Launches Mobile Ordering in South Korea
Starbucks's South Korean operations introduced a mobile ordering system called Siren Order in May 2014.
June 2014: Starbucks Partners with Arizona State University
In June 2014, Starbucks announced a partnership with Arizona State University (ASU) to allow employees in their Junior and Senior years of college to complete their education through ASU's online program at a reduced cost of around US$23,000. Employees would receive a scholarship covering 44% of tuition, with the remaining costs to be paid by the student or through financial aid.
June 2014: Starbucks Trials "Fizzio" Carbonated Sodas
In June 2014, Starbucks ventured into the carbonated beverage market by testing its own line of sodas called "Fizzio." These drinks were prepared using a special machine and represented another step in diversifying their offerings.
July 2014: Starbucks Opens First Store in Hanoi
Starbucks expanded its presence in Vietnam in July 2014 with the opening of its first location in Hanoi.
August 2014: Starbucks Opens First Store in Williamsburg, Brooklyn with Beer and Wine
In August 2014, Starbucks opened its first store in Williamsburg, Brooklyn. Notably, this store was among the 30 locations serving beer and wine, marking a step towards expanding its beverage options beyond coffee.
September 2014: Starbucks Acquires Remaining Stake in Starbucks Coffee Japan
Starbucks acquired the remaining 60.5% stake in Starbucks Coffee Japan for US$913.5 million in September 2014.
November 2014: Starbucks Announces First Store on Channel Islands
Starbucks announced its first store on the Channel Islands in November 2014, to be located in the primary business area of St Peter Port in Guernsey.
December 2014: Starbucks Launches Mobile Order & Pay in the US
Starbucks launched a mobile ordering system in the United States in December 2014, initially available in Portland, Oregon.
2014: Starbucks Sells Australian Stores
In 2014, following a downturn in 2008, Starbucks sold its remaining Australian stores to the Withers family, opting for a more controlled expansion strategy.
2014: First Starbucks Store Opens in Bogotá, Colombia
In 2014, as previously announced, the first Starbucks store opened in Bogotá, Colombia, marking the beginning of the company's expansion into the country.
2014: Milwaukee Starbucks Employee's Actions Lead to Fatal Police Shooting
In 2014, a Starbucks employee in Milwaukee called the police on a black man sleeping in a park. This call resulted in the police shooting and killing the man, sparking protests and highlighting concerns about racial profiling.
January 2015: Starbucks Headquarters in Seattle
As of January 2015, Starbucks's headquarters remained in Seattle, Washington, United States. The main building, a former Sears distribution center, housed a significant workforce of 3,501 employees, highlighting the company's strong presence in its home city.
January 2015: Starbucks Introduces Teavana Products
In January 2015, Starbucks began to introduce Teavana teas into its stores, offering both ready-to-drink beverages and retail products.
April 2015: Expansion of College Achievement Program
In April 2015, Starbucks and ASU expanded the College Achievement Program to allow all eligible part-time and full-time employees in the U.S. to enroll in ASU's online program for full-tuition reimbursement. After each semester, Starbucks reimburses the student's portion of the tuition, which can be used to pay off loans or other debts.
April 21, 2015: Starbucks Partners with Kesko in Finland
On April 21, 2015, Kesko, Finland's second-largest retailer, announced a partnership with Starbucks to open stores adjacent to K-Citymarket hypermarkets.
May 2015: Partnership with Spotify
In May 2015, Starbucks entered a partnership with music streaming service Spotify. This collaboration provided U.S.-based employees with Spotify premium subscriptions and allowed them to influence in-store music via playlists. Starbucks also received a curated playlist featured on Spotify's mobile app.
June 19, 2015: Starbucks Opens at Disney's Animal Kingdom
On June 19, 2015, a Starbucks opened at Disney's Animal Kingdom on Discovery Island. This location featured special green eco-friendly straws due to park regulations against plastic straws. This was the sixth Starbucks to open in Walt Disney World.
August 2015: Starbucks Announces Plans to Open in Cambodia
Starbucks announced plans to open in Phnom Penh, Cambodia, by the end of 2015, marking its 16th market in the China/Asia Pacific region.
October 2015: Starbucks Hires First Chief Technology Officer
In October 2015, Starbucks hired Gerri Martin-Flickinger as its first chief technology officer, demonstrating the company's increasing focus on technology.
December 18, 2015: Starbucks Opens First Stores in Kazakhstan
Starbucks opened its first stores in Kazakhstan on December 18, 2015, with one in Almaty and another opening the following day.
2015: Criticism of 'Race Together' Campaign
In 2015, Starbucks launched the 'Race Together' campaign, instructing baristas to write the phrase on customers' cups to start a national dialogue about race. The campaign was heavily criticized and received significant backlash.
2015: Starbucks and PepsiCo Deal
In 2015, Starbucks signed a deal with PepsiCo to market and distribute Starbucks products in several Latin American countries, expanding its reach in the region.
2015: Starbucks Announces Expansion into Panama
In 2015, Starbucks announced its plan to open its first store in Panama, expanding its presence in Central America.
2015: Mobile Order & Pay Expands Nationwide in the US
Starbucks's Mobile Order & Pay system expanded nationwide in the United States in 2015.
2015: Commitment to Cage-Free Eggs
Starbucks made a commitment in 2015 to switch to 100% cage-free eggs by 2020. However, this commitment was later limited to company-owned locations, excluding a significant portion of its licensed restaurants.
2015: Starbucks Expands Non-Dairy Options
Starbucks expanded its non-dairy milk options in 2015 with the introduction of coconut milk, followed by almond milk in 2016, and oat milk nationwide in January 2020. The company also partnered with Nestle SA to offer non-dairy creamers.
2015: Kevin Johnson Becomes President and COO of Starbucks
Kevin Johnson assumed the role of president and chief operating officer (COO) of Starbucks in 2015.
January 2016: Starbucks Announces Expansion into Trinidad and Tobago
In January 2016, Starbucks announced its plan to begin operations in Trinidad and Tobago, expanding its Caribbean presence.
February 2016: Starbucks Announces Plans to Open in Italy
Howard Schultz, the former CEO of Starbucks, announced in February 2016 that the company would open stores in Italy.
March 2016: FoodShare Program Unveiled
In March 2016, Starbucks introduced the FoodShare program, a five-year plan to donate 100% of unsold food from its company-operated U.S. stores to food banks and pantries. This program aimed to provide millions of meals to those in need.
April 2016: Starbucks Opens First Stores in South Africa
In April 2016, Starbucks opened its first stores in South Africa, located in Rosebank, Gauteng, Johannesburg and the Mall of Africa. This followed the acquisition of outlet licensing by TASTE Holdings.
May 2016: First Starbucks Store Opens in Slovakia
Slovakia welcomed its first Starbucks store in May 2016, located in Aupark, Bratislava.
August 2016: FluxPort Introduces Qi Inductive Charging Pads at Starbucks in Germany
In August 2016, startup company FluxPort partnered with Starbucks to introduce Qi inductive charging pads at select locations in Germany. This move provided customers with a convenient way to charge their compatible smartphones wirelessly while enjoying their Starbucks experience.
August 29, 2016: First Starbucks Store Opens in Trinidad and Tobago
On August 29, 2016, Starbucks opened its first store in Trinidad and Tobago at the South Park Mall in San Fernando.
September 2016: Launch of "Upstanders" Series
In September 2016, Starbucks launched its first original content series called "Upstanders," focusing on inspirational stories told through podcasts, written content, and videos. This initiative highlighted Starbucks's desire to create meaningful content that resonated with its customer base.
2016: Starbucks Expands Alcohol Sales to Toronto Locations
In 2016, Starbucks expanded its alcohol program to include three locations in Toronto, Ontario. These locations not only offered alcoholic beverages but also introduced up-scale appetizers, further enhancing their evening appeal.
2016: Starbucks Reaches Over 500 Locations in Mexico
By 2016, Starbucks had expanded its presence in Mexico to over 500 locations.
March 2017: Starbucks Introduces Limited-Edition Whiskey Barrel-Aged Coffee
In March 2017, Starbucks introduced a limited-edition specialty coffee to its offerings. This unique coffee was made from beans aged in whiskey barrels at their Seattle roastery, appealing to coffee enthusiasts seeking exclusive and flavorful experiences.
June 2017: Three Starbucks Stores Open Next to K-Citymarkets in Finland
By June 2017, three Starbucks stores had opened in Finland next to K-Citymarkets, located in Sello in Espoo, and Myyrmanni and Jumbo in Vantaa.
July 2017: Acquisition of Chinese Venture Stake
In July 2017, Starbucks acquired the remaining 50% stake in its Chinese venture from long-term joint venture partners UPEC and PCSC for US$1.3 billion.
November 2017: Starbucks Commences Operations in Jamaica
In November 2017, Starbucks commenced operations in Jamaica, opening its first store in Montego Bay and outlining a plan to open 15 locations across the island within 5 years.
November 21, 2017: First Starbucks Store Opens in Jamaica
On November 21, 2017, Starbucks opened its first store in Jamaica in Montego Bay, with a view of the Caribbean Sea. The company expressed its commitment to collaborating with local coffee farmers.
December 2017: Starbucks Reserve Roastery Opens in Shanghai
December 2017 saw the opening of the Starbucks Reserve Roastery in Shanghai, China, at HKRI Taikoo Hui. This marked the only location of its kind outside of Seattle.
2017: Reserve Coffee Shop Expansion Plan
Starbucks planned to open 1,000 Reserve coffee shops by the end of 2017.
2017: Kevin Johnson Becomes CEO
Kevin Johnson succeeded Howard Schultz as CEO in 2017.
2017: Kevin Johnson Becomes CEO of Starbucks
Kevin Johnson became the chief executive officer (CEO) of Starbucks in 2017.
2017: FoodShare Program in New York City
By 2017, Starbucks's FoodShare program was operating in 10 markets, including New York City, where it collaborated with Feeding America and City Harvest to donate food from 45 locations, with plans for further expansion.
March 2018: Starbucks Mobile Ordering Available to All US Customers
In late March 2018, Starbucks made its mobile ordering system, previously exclusive to Starbucks Rewards members, available to all customers in the United States.
March 21, 2018: Consideration of Blockchain Technology
On March 21, 2018, Starbucks announced it was considering using blockchain technology to connect coffee drinkers with coffee farmers. The pilot program was planned to start in Costa Rica, Colombia, and Rwanda to develop a new way of tracking the bean-to-cup journey.
April 12, 2018: Arrest Incident in Philadelphia
On April 12, 2018, two men were arrested at a Philadelphia Starbucks, sparking protests due to the apparently racially-motivated nature of the incident. CEO Kevin Johnson later apologized, and the company decided not to press charges. Despite the event, Starbucks reported no drop in sales.
June 2018: Myron E. Ullman Becomes Chairman of Starbucks
Myron E. Ullman became chairman of Starbucks in June 2018, succeeding Howard Schultz.
June 2018: Starbucks Announces Expansion into Serbia
Starbucks announced its intention to open stores in Serbia in June 2018.
June 19, 2018: Announcement of Store Closures
On June 19, 2018, Starbucks announced it would close 150 locations in 2019, three times the usual number, primarily in urban areas with dense clusters of stores.
June 21, 2018: Second Starbucks Store Opens in Kingston, Jamaica
On June 21, 2018, Starbucks opened its second store in Kingston, Jamaica, located in the city's central business district, New Kingston.
July 9, 2018: Announcement to Ban Single-use Plastic Straws
On July 9, 2018, Starbucks President and CEO Kevin Johnson announced that the company would ban single-use plastic straws by January 1, 2020. This decision was driven by concerns over climate change, pollution, and sea turtle endangerment. Starbucks planned to replace straws with sustainable alternatives and introduce straw-less lids.
September 6, 2018: Starbucks Opens First Store in Italy
On September 6, 2018, Starbucks inaugurated its first store in Italy, located in Milan. At this point, Starbucks already had a presence in 78 countries.
December 2018: Starbucks Expands Partnership with Uber Eats
In December 2018, Starbucks expanded its partnership with Uber Eats to deliver beverages to U.S. customers' doorsteps, following a similar model already in place in China.
2018: Global Cage-Free Egg Goal
In 2018, Starbucks reaffirmed its commitment to animal welfare by setting a new goal to use 100% cage-free eggs and egg products in all company-operated stores globally by 2020, including Starbucks branded products and those supplied to licensed partners in North America.
2018: Starbucks Closes Teavana Stores
In early 2018, Starbucks made the decision to shut down all Teavana stores.
2018: Business Insider Tests Starbucks Coffee
In 2018, Business Insider conducted a test of Starbucks coffee judged by 100 coffee experts. The test concluded that while some menu staples were 'too sugary,' the quality of iced coffee and nitro cold brew had notably improved. Starbucks Reserves were found to offer higher quality coffee than typical retail stores.
2018: Incidents of Racial Bias at Starbucks Prompt Outrage and Protests
In 2018, several Starbucks cafes faced criticism and protests for incidents involving racial bias. These incidents included the arrest of two black men in Philadelphia after staff called the police on them, a black man being denied a restroom code while a white man was not, and the company closing 8,000 cafes for racial bias training following public outcry.
April 2019: First Starbucks Store Opens in Serbia
Starbucks opened its first store in Serbia in April 2019 at the Rajiceva Mall.
June 1, 2019: Starbucks Opens First Store in Malta
Starbucks expanded to its 80th country on June 1, 2019, with the opening of its first store in Malta, located in Valletta.
July 2019: End of Newspaper Sales
In July 2019, Starbucks announced it would stop selling newspapers in its cafés. Additionally, kiosks for grab-and-go snacks and bags of whole-bean coffee would be removed starting in September 2019.
August 2019: Starbucks Opens First Store in the Cayman Islands
In August 2019, Starbucks opened its first franchised location in the Cayman Islands.
September 2019: Removal of Kiosks and Coffee Bags
In September 2019, Starbucks began removing kiosks for grab-and-go snacks and bags of whole-bean coffee from its stores.
September 2019: FoodShare Program Expansion
By September 2019, Starbucks had expanded its FoodShare program to 60% of its stores, resulting in the donation of 20 million meals to those facing food insecurity.
October 2019: Starbucks Opens First Store in the Turks and Caicos Islands
In October 2019, Starbucks opened its first franchised location in the Turks and Caicos Islands.
November 2019: Opening of Largest Store in Chicago
In November 2019, Starbucks opened its largest store ever on Michigan Avenue in Chicago, employing 200 staff members.
November 2019: World's Largest Starbucks Opens
The world's largest Starbucks location opened in Chicago in November 2019.
2019: Halt of Personal Cup Usage
In 2019, at the onset of the COVID-19 pandemic, Starbucks halted the use of personal reusable cups due to concerns about germ transfer. This measure was taken to ensure the safety of both customers and staff.
2019: Formal Announcement of Blockchain Program
In 2019, at the Microsoft Build conference, Starbucks formally announced its 'bean to cup' program utilizing Microsoft's Azure-based blockchain service.
2019: Execution of Store Closures
In 2019, Starbucks followed through on its June 2018 announcement, closing 150 locations in urban areas with dense clusters of stores.
2019: Starbucks Announces Expansion Plans for Kingston, Jamaica
By 2019, Starbucks Jamaica announced plans to have six stores in Kingston, Jamaica, expanding its presence in the country's capital city.
January 1, 2020: Ban on Single-use Plastic Straws
By January 1, 2020, Starbucks completed its plan to ban single-use plastic straws in all its locations worldwide. This move aimed to address concerns about climate change, pollution, and sea turtle endangerment. The new straw-less lids and sustainable straw alternatives were implemented as part of this initiative.
January 2020: Environmental Sustainability Commitment
In January 2020, Starbucks announced its new environmental sustainability commitment to become a resource-positive company. The company set preliminary targets for 2030, aiming to reduce carbon emissions, waste output, and water impact by 50%. Starbucks identified five focus areas: expanding plant-based menu options, shifting to reusable packaging, investing in regenerative agriculture and reforestation, better waste management, and more eco-friendly operations.
March 2020: Starbucks Offers Free Mental Health Sessions
In March 2020, Starbucks announced that starting from April 6, all U.S. employees and their eligible family members could access up to 20 free mental health therapy or coaching sessions per year. The sessions could be face-to-face or via video call, with unlimited access to self-care apps through Lyra Health Inc.
March 20, 2020: COVID-19 Pandemic Response
On March 20, 2020, Starbucks closed all café-only stores in the U.S. for two weeks due to the COVID-19 pandemic, continuing only drive-thru and delivery services. Employees were to be paid for the next 30 days regardless of whether they worked or stayed home. The pandemic led to a 10% decrease in sales globally and a 50% decline in China.
May 2020: Request for Reduced Rent
In May 2020, Starbucks requested reduced rent from landlords due to a significant decrease in sales amid the COVID-19 pandemic.
June 2020: Closure of 400 Locations
In June 2020, Starbucks announced the closure of 400 locations in the US/Canada region over the next 18 months, shifting towards 'convenience-led' formats with drive-through and curbside pickup. The company planned to open 300 new stores focused on carryout and pickup orders, integrating with the Starbucks mobile app for prepayment.
November 2020: Starbucks Announces Plans to Open in Laos
In November 2020, Starbucks announced its plans to open an outlet in Laos, further expanding its global footprint.
December 2020: Starbucks Partners with Oatly
In December 2020, Starbucks announced a partnership with Oatly to offer oat milk in all its US stores beginning in spring 2021, further expanding its plant-based milk offerings.
December 2020: Expansion Plan Announcement
In December 2020, Starbucks announced plans to increase its store count to around 55,000 by 2030, up from approximately 33,000.
2020: Limited Cage-Free Egg Implementation
In 2020, Starbucks's commitment to using 100% cage-free eggs was limited in scope, excluding licensed restaurants, which drew criticism from animal welfare organizations.
2020: Prohibition on Black Lives Matter Symbols
In 2020, Starbucks prohibited employees from wearing Black Lives Matter symbols or phrases on their clothing or accessories, which became a contentious issue amid the ongoing social movements.
2020: Controversy Over Non-Dairy Milk Surcharges
In 2020, Starbucks faced criticism for charging extra for drinks made with non-dairy milk. Despite its sustainability goals, the company maintained that customizations like non-dairy milk would continue to incur an additional cost, drawing criticism from various groups, including vegans and environmental activists.
2020: Global Cage-Free Egg Goal Implementation
In 2020, Starbucks aimed to achieve its goal of using 100% cage-free eggs and egg products in all company-operated stores globally, emphasizing its focus on animal welfare in its supply chain.
2020: Reusable Cup Campaign in Vietnam
In 2020, Starbucks successfully completed a campaign in Vietnam to promote the use of reusable cups. This initiative was part of the company's commitment to reducing waste and encouraging sustainable practices.
June 2021: Reintroduction of Personal Reusable Cups
In June 2021, Starbucks reintroduced personal reusable cups with a new contactless method to eliminate shared touch points between customers and baristas. This change came after halting the use of personal cups during the COVID-19 pandemic, which began in 2019.
August 2021: Starbucks Workers Begin Unionization Efforts
In August 2021, employees at three Starbucks stores in Buffalo, New York, launched a campaign to unionize with Workers United, marking the beginning of a significant labor movement within the company.
November 18, 2021: Unionization Efforts Spread to Arizona
On November 18, 2021, inspired by the Buffalo movement, Starbucks workers at a store in Mesa, Arizona, filed for a union election with Workers United. The move was partly fueled by the firing of a manager who had reportedly blown the whistle on Starbucks' alleged anti-union strategies.
December 9, 2021: First Unionized Starbucks in the US
On December 9, 2021, Starbucks workers at a store on Elmwood Avenue in Buffalo, New York, voted to form the first union at a company-owned Starbucks store in the United States, a significant victory for the labor movement within the company.
2021: Starbucks in "Ghostbusters: Afterlife"
In the 2021 film "Ghostbusters: Afterlife," Starbucks is featured as having taken over the iconic Ghostbusters firehouse headquarters and turning it into a coffeehouse, highlighting the brand's widespread presence and cultural impact.
2021: Reusable Cup Campaign in Korea
In 2021, following the success of its campaign in Vietnam, Starbucks held a similar event in Korea to promote the use of reusable cups. The campaign included social media engagement, where participants could receive a reusable cup in exchange for a cleanly washed recycled PET bottle.
2021: Starbucks Ireland Fined for Racist Drawing on Customer's Cup
In 2021, a Starbucks in Ireland faced a fine of €12,000 after an Irish Thai customer received a drink with a racist drawing on the cup, further bringing to light the issue of racism within the company.
January 2022: Starbucks Launches "Baya" Energy Drinks
January 2022 marked Starbucks's entry into the canned energy drink market with the launch of "Baya." This new product line, featuring caffeine derived from the coffee fruit, catered to the growing demand for energy-boosting beverages.
February 2022: Starbucks Fires Union Leaders in Memphis
In February 2022, Starbucks fired seven employees in Memphis who were leading unionization efforts, a move that escalated tensions between the company and pro-union workers.
March 2022: Schultz Returns, Narasimhan Appointed
In March 2022, Starbucks announced Howard Schultz's return as interim CEO and Laxman Narasimhan's appointment as his successor.
April 2022: Schultz's Interim Role Begins
Howard Schultz returned as interim CEO in April 2022.
May 21, 2022: Starbucks Exits Russia
After the Russian invasion of Ukraine, Starbucks announced on May 21, 2022, that it would close all its outlets in Russia. In July, it was revealed that Anton Pinsky, a local restaurant manager, would acquire Starbucks' Russian operating company and all its 130 stores.
July 2022: Exploration of Selling UK Stores
In July 2022, Bloomberg reported that Starbucks, through investment bank Houlihan Lokey, was exploring the sale of its stores in the United Kingdom.
August 2022: Unionization Efforts Gain Momentum
By August 2022, unions had successfully won elections at 211 Starbucks locations across the United States, signaling growing support for organized labor within the company.
August 2022: Starbucks Exits Russia
In August 2022, following the invasion of Ukraine, Starbucks sold its Russian stores to rapper Timati, who rebranded them as "Stars Coffee".
August 2022: NLRB Accuses Starbucks of Illegal Discrimination
In August 2022, the National Labor Relations Board (NLRB) accused Starbucks of unlawfully discriminating against unionized employees by denying them wage increases and benefits. The NLRB sought restitution and demanded that a high-ranking Starbucks official publicly acknowledge the alleged wrongdoing.
October 1, 2022: Leadership Change at Starbucks
Howard Schultz stepped down as CEO of Starbucks on October 1, 2022, and Laxman Narasimhan took over the role.
November 2022: Starbucks Closes First Unionized Location, Citing Safety Concerns
In November 2022, Starbucks announced the closure of its first store to unionize in Seattle. The company cited safety concerns as the reason, though the move was seen by some as retaliation against the union.
November 2022: Starbucks Global Expansion
By November 2022, Starbucks had expanded to 35,711 stores across 80 countries.
November 2022: Starbucks Operates 59 Stores in Australia
As of November 2022, Starbucks operates 59 stores across Australia, distributed in New South Wales, Queensland, and Victoria.
November 17, 2022: Starbucks Workers Strike on Red Cup Day
On November 17, 2022, coinciding with Starbucks' annual Red Cup Day, a major sales event, employees at over 100 locations went on strike, demanding better pay, improved staffing levels, and more predictable work schedules.
December 18, 2022: Starbucks Workers Stage Three-Day Strike Over Labor Disputes
On December 18, 2022, workers at over 100 Starbucks locations across the U.S. initiated a three-day strike. They were protesting alleged union-busting tactics by the company and demanding improved working conditions.
2022: Fortune 500 and Forbes Global 2000 Rankings
In 2022, Starbucks was ranked 120th on the Fortune 500 and 303rd on the Forbes Global 2000.
2022: Kevin Johnson Steps Down as CEO of Starbucks
In 2022, Kevin Johnson stepped down from his position as the CEO of Starbucks.
2022: Starbucks' Response to Russian Invasion of Ukraine
Following the 2022 Russian invasion of Ukraine, Starbucks CEO Kevin Johnson stated on March 4 that the company had no business operations in Ukraine but had 130 licensed locations in Russia. He condemned the invasion and announced that any royalties from Russian operations would be donated to humanitarian relief efforts for Ukraine.
2022: Starbucks Accused of Union Busting as It Fires Pro-Union Workers
In 2022, Starbucks terminated over 85 workers in the U.S. who were involved in organizing unions. The company was accused of union-busting tactics and creating an environment of fear and surveillance in its stores.
February 2023: Starbucks Announces Coffee Drinks with Extra Virgin Olive Oil
In February 2023, Starbucks surprised the beverage industry by announcing a new line of coffee drinks infused with extra virgin olive oil. This unexpected addition, inspired by then-CEO Howard Schultz's personal habit of consuming a teaspoon of olive oil daily, aimed to create a new category of beverages.
February 2023: Starbucks Global Presence
By February 2023, Starbucks had expanded its global footprint to an impressive 36,171 locations across 83 countries. The United States and China accounted for 61% of these locations, highlighting the company's strong presence in these key markets.
March 2023: Narasimhan Assumes CEO Role
Narasimhan assumed the CEO position earlier than planned, in March 2023.
March 2023: NLRB Sides with Union in Bargaining Dispute
By March 2023, the NLRB dismissed Starbucks' claims that the Workers United union was delaying contract negotiations. Instead, the NLRB ruled that Starbucks was at fault for refusing to bargain in good faith.
March 23, 2023: New CEO's Hands-On Approach
On March 23, 2023, Narasimhan, Starbucks's new CEO, committed to working part-time as a barista each month to better understand the company and its customers.
April 2023: Narasimhan to Succeed Schultz
Laxman Narasimhan was appointed to succeed Howard Schultz as CEO in April 2023.
April 25, 2023: Starbucks Commences Operations in Guyana
On April 25, 2023, Starbucks commenced operations in Guyana.
June 2023: Starbucks Ordered to Pay Damages in Discrimination Case
A court ordered Starbucks to pay $25.6 million in damages in June 2023, for firing a regional manager in 2018 based on her race.
June 2023: Starbucks Controversy Arises Over Pride Month Decorations, Prompting Strike
In June 2023, Starbucks faced criticism and a strike at some stores for allegedly prohibiting employees at certain locations from displaying Pride Month decorations. This action fueled further controversy surrounding LGBTQ+ rights and corporate responses, particularly alongside similar backlash faced by companies like Target and AB InBev.
June 23, 2023: Starbucks Workers Strike Over LGBTQ+ Decorations
Employees at unionized Starbucks stores initiated a strike on June 23, 2023, in protest of the company's stance on LGBTQ+ pride decorations in its stores, highlighting the ongoing tensions between the company and some of its employees on issues of inclusivity and worker rights.
October 2023: Starbucks Brazil Operator Files for Bankruptcy
SouthRock Capital, the operator of all Starbucks locations in Brazil, filed for bankruptcy in October 2023, but plans to continue running most stores.
December 2023: Starbucks Ownership Structure
As of December 2023, institutional investors hold a majority ownership stake in Starbucks, representing approximately 75% of all shares.
2023: Starbucks Boycotted Over Response to Pro-Palestine Post, CEO Addresses Controversy
In late 2023, Starbucks experienced boycotts following its decision to sue the Starbucks Workers United (SWU) union for a social media post expressing solidarity with Palestine during the 2023 Israel-Hamas war. The boycotts resulted in a significant drop in the company's value, prompting CEO Laxman Narasimhan to address the controversy, stating that Starbucks "stands for humanity."
January 2024: Starbucks to Introduce Olive Oil Coffee Drinks Nationwide
In January 2024, Starbucks announced plans to expand the availability of its olive oil-infused coffee drinks. This decision, following the initial introduction in select markets, aimed to capitalize on the growing interest in this unique beverage offering.
February 2024: Starbucks Unveils New Accessible Store Design
In February 2024, Starbucks unveiled a new store design with a focus on improved accessibility. The first location to showcase this new design was the Washington, D.C. Union Market store, marking a significant step towards creating a more inclusive environment for all customers.
April 29, 2024: Starbucks Announces Expansion into Ecuador and Honduras
On April 29, 2024, Starbucks announced its plan to enter Ecuador and Honduras. The company aims to officially launch in Ecuador in July 2024 and in Honduras in late 2024.
July 2024: Starbucks to Officially Launch in Ecuador
Starbucks is set to officially launch its operations in Ecuador in July 2024, marking its entry into the country.
2025: Phasing Out Disposable Cups in Korea
By 2025, Starbucks plans to phase out disposable cups entirely in Korea. This initiative is part of the company's broader commitment to sustainability and reducing waste.
2030: 2030 Sustainability Targets
By 2030, Starbucks aims to achieve significant sustainability targets, including reducing its carbon emissions, waste output, and water impact by 50%. The company will focus on various initiatives such as expanding plant-based menu options, shifting to reusable packaging, and investing in eco-friendly practices.
2030: Target Store Count for 2030
By 2030, Starbucks aims to increase its store count to about 55,000, up from roughly 33,000 as announced in December 2020.
2030: Commitment to Reduce Waste by 50%
Starbucks has committed to reducing its waste by 50% by 2030. This goal is part of the company's broader environmental sustainability efforts.