Industry News | March 8, 2011

Sound the Siren: Starbucks Rolls Out 40th B-Day Changes

Starbucks announced that it will roll out its new in-store look focusing on the iconic Siren and a simultaneous global launch of handcrafted and artfully made beverage and food offerings in celebration of its 40th anniversary. Starbucks also introduced a company-wide commitment to community service as part of its ongoing mission to help create thriving neighborhoods.

Starbucks began its journey as a roaster and retailer of high-quality coffees in 1971 in a small retail space in Seattle's Pike Place Market.

"Starbucks is celebrating 40 years of great coffee, but we are also honoring four decades of creating individual moments of connection among our valued customers and our store partners, and in the neighborhoods where we do business," says Howard Schultz, chairman, president, and CEO of Starbucks. "As we continue to connect with more customers around the world in innovative ways, our brand is also evolving to address the changing global market. Our new logo, which customers will see in stores beginning today, reflects this evolution by honoring our deep coffee heritage while allowing us to grow in exciting new ways."

Customers around the world will begin to see the evolution of the Starbucks brand, signaling the company's continued growth and unique business model. Starbucks iconic white cups and promotional merchandise will now carry the new logo that celebrates the Starbucks Siren.

Starbucks is also rolling out new menu items. The Cocoa Cappuccino combines espresso, bittersweet mocha sauce, steamed milk, and foam and is topped with a signature mocha drizzle. The Starbucks Tribute Blend is a blend of four different coffee beans, including Aged Sumatra that is semi-washed and aged, sun-dried Ethiopian coffee that is naturally processed, and washed coffees from Papua New Guinea and Colombia. It’s also available as Starbucks VIA Ready Brew Starbucks Tribute Blend.

Finally, Starbucks Petites is a new global food platform launching with eight small sweets that are sized for an afternoon treat, including Cake Pops (available in Birthday Cake, Rocky Road, and Tiramisu flavors), Red Velvet Whoopie Pies, Mini Cupcakes (Carrot Cake and Peanut Butter), and Sweet Squares (Lemon and Salty Caramel).

Starbucks is paying tribute to customers as part of anniversary celebrations. March 10–12 from 2–5 p.m. local time, customers can enjoy a complimentary Starbucks Petites treat with the purchase of their favorite beverage at participating stores in U.S. and Canada.

Over the past 40 years, Starbucks has played a vital role in local communities and has committed to inspiring and investing in community action around the world. Throughout the month of April, Starbucks will host a Global Month of Service to celebrate its commitment to community service.

“We live our mission and values by providing exceptional customer service inside our stores and by inviting customers to join us in community service outside our stores,” says Vivek Varma, executive vice president of Public Affairs. “Our Global Month of Service is a meaningful opportunity for Starbucks partners and customers to join together as change makers to address real needs in the communities where they live and work. We believe we can use our scale to be a catalyst for positive change.”

Starbucks will work with nonprofit organizations to organize more than 2,000 service projects around the world with a goal of reaching 200,000 hours of service performed by Starbucks partners and customers. These volunteer hours will help Starbucks reach its goal of contributing 1 million hours of community service per year by 2015.