Editing Starbucks (section)

==Corporate governance and identity==

Howard Schultz was the CEO of Starbucks from 1986 to 2000. He was succeeded by [[Orin C. Smith|Orin Smith]], who ran the company for five years and positioned Starbucks as a large player in [[fair trade]] coffee (fair trade later being overturned during Kevin Johnson's leadership in 2022),<ref name=":7">{{Cite web |last=Cuff |first=Madeleine |date=February 16, 2022 |title=Starbucks coffee will no longer be Fairtrade as retailer cuts ties with charity in UK & Europe |url=https://inews.co.uk/news/starbucks-coffee-snacks-and-drinks-will-no-longer-be-fairtrade-as-retailer-cuts-ties-with-charity-in-uk-1465445 |access-date=September 16, 2024 |website=inews.co.uk |language=en}}</ref> increasing sales to US$5 billion. [[Jim Donald (businessman)|Jim Donald]] was CEO from 2005 to 2008, orchestrating a large-scale [[earnings]] expansion. Schultz returned as CEO during the [[2008 financial crisis]] and spent the succeeding decade growing the company's market share, expanding its offerings, and reorienting the brand around [[corporate social responsibility]]. 

[[Kevin Johnson (executive)|Kevin Johnson]], who was president and chief operating officer from 2015 to 2018, succeeded Schultz as CEO in 2017.<ref>{{Cite news|last=Gelles|first=David|date=June 17, 2018|title=The C.E.O. of Starbucks Isn't Leaving. Only Howard Schultz Is.|work=[[The New York Times]]|url=https://www.nytimes.com/2018/06/17/business/starbucks-ceo-kevin-johnson.html|url-access=subscription|issn=0362-4331}}</ref> [[Myron E. Ullman]] became chairman of the firm in June 2018.<ref>{{Cite news|last=Halkias|first=Maria|date=June 5, 2018|title=New Starbucks chairman Mike Ullman, who once led J.C. Penney, shares history with brand's departing leader Howard Schultz|work=[[The Dallas Morning News]]|url=https://www.dallasnews.com/business/retail/2018/06/05/new-starbucks-chairman-mike-ullman-who-once-led-j-c-penney-shares-history-with-brand-s-departing-leader-howard-schultz/}}</ref> Both Johnson and Ullman succeeded Howard Schultz, who served in both capacities from 2008 to 2017.<ref>{{cite magazine|last=Kiviat|first=Barbara|date=December 10, 2006|title=The Big Gulp at Starbucks|magazine=[[Time (magazine)|Time]]|url=http://content.time.com/time/magazine/article/0,9171,1568488,00.html}}</ref> Since 2018, Schultz has served as the firm's first Chairman ''[[emeritus]]''.<ref>{{Cite news|last=Whitten|first=Sarah|date=June 4, 2018|title=Howard Schultz, architect of modern Starbucks, to step down as executive chairman|work=[[CNBC]]|url=https://www.cnbc.com/2018/06/04/howard-schultz-architect-of-modern-starbucks-to-step-down-as-executive-chair-and-from-the-board.html}}</ref>

In March 2022, Starbucks announced that Schultz would return as CEO in April 2022 in an interim role.<ref name=":4">{{Cite news |last=Haddon |first=Heather |date=March 16, 2022 |title=Former Starbucks CEO Howard Schultz to Return as Chain Faces Union Push, Rising Costs |language=en-US |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/starbucks-ceo-kevin-johnson-to-step-down-howard-schultz-to-return-in-interim-role-11647431940 |access-date=March 17, 2022 |issn=0099-9660}}</ref> Later that September, [[Laxman Narasimhan]] was appointed to succeed him in April 2023, with Schultz remaining a member of the board of directors. Narasimhan assumed the position sooner than planned, in March 2023.<ref>{{cite news |last= Durbin |first=Dee-Ann |date=March 20, 2023 |title=Starbucks new CEO Laxman Narasimhan takes his seat |url=https://apnews.com/article/starbucks-ceo-schultz-narasimhan-0b83682ed7ba44de49ce73f113e1dc7d |publisher=[[Associated Press]]}}</ref> In August 2024, he was ousted and replaced with [[Brian Niccol]], who became the chain's CEO on September 9 after leaving his position as [[Chipotle Mexican Grill|Chipotle]]'s CEO.<ref>{{cite news |last= Lucas |first= Amelia |date=August 13, 2024 |title= Starbucks replaces CEO Laxman Narasimhan with Chipotle CEO Brian Niccol |url=https://www.cnbc.com/2024/08/13/starbucks-replaces-ceo-laxman-narasimhan-with-chipotle-ceo-brian-niccol.html |publisher=[[CNBC]]}}</ref> Niccol received a starting salary of $1.6 million a year and a $10 million starting bonus.<ref>{{Cite web |last=Clarence-Smith |first=Louisa |date=August 16, 2024 |title=Starbucks' new boss allowed to work from home in $113m pay deal |url=https://www.thetimes.com/business-money/companies/article/starbucks-new-boss-allowed-to-work-from-home-in-113m-pay-deal-5fdcj25qx |access-date=August 16, 2024 |website=www.thetimes.com |language=en}}</ref>

Analysts have long believed that the firm's corporate governance must determine how to contend with higher materials prices and enhanced competition from lower-priced fast-food chains, including [[McDonald's]] and [[Dunkin' Donuts]]. In October 2015, Starbucks hired its first chief technology officer, Gerri Martin-Flickinger, to lead its technology team.<ref>{{cite news|last=Jargon|first=Julie|date=October 6, 2015|title=Starbucks Hires First Chief Technology Officer|work=[[The Wall Street Journal]]|url=https://www.wsj.com/articles/starbucks-hires-first-chief-technology-officer-1444163737|url-access=subscription}}</ref> Starbucks maintains control of production processes by communicating with farmers to secure beans, roasting its own beans, and managing distribution to all retail locations. Additionally, Starbucks's Coffee and Farmer Equity Practices require suppliers to inform Starbucks what portion of wholesale prices paid reaches farmers.<ref>{{cite web|last1=Moon|first1=Youngme|last2=Quelch|first2=John|date=July 2003|title=Starbucks: Delivering Customer Service.|url=https://www.hbs.edu/faculty/Pages/item.aspx?num=30176|work=[[Harvard Business School]]}}</ref><ref>{{Cite news|date=February 28, 2020|title=C.A.F.E. Practices: Starbucks Approach to Ethically Sourcing Coffee|work=Starbucks|url=https://stories.starbucks.com/press/2020/cafe-practices-starbucks-approach-to-ethically-sourcing-coffee/}}</ref> Shortly after becoming CEO, Niccol announced a new 'Back to Starbucks' strategy to win back customers.<ref>{{Cite web |date=September 10, 2024 |title=Message from Brian: Back to Starbucks |url=https://about.starbucks.com/press/2024/back-to-starbucks/ |access-date=January 15, 2025 |website=About Starbucks |language=en-US}}</ref> The plan including simplifying the menu<ref>{{Cite news |last=Partridge |first=Joanna |date=October 23, 2024 |title=New Starbucks boss to shake up 'overly complex' menu to win back customers |url=https://www.theguardian.com/business/2024/oct/23/starbucks-brian-niccol-menu-coffee |access-date=January 15, 2025 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref> and reversing rules for its cafes in North America that had allowed people to use their facilities even if they had not bought anything.<ref>{{Cite web |date=January 14, 2025 |title=Buy something or leave, Starbucks says |url=https://www.bbc.co.uk/news/articles/cdxnv4rjdq4o |access-date=January 15, 2025 |website=BBC News |language=en-GB}}</ref> 

=== Ownership ===
Starbucks is mainly owned by institutional investors, who hold around 75% of all shares. The 10 largest shareholder of Starbucks in December 2023 were:<ref>{{Cite web |title=Starbucks Corporation (SBUX) Stock Major Holders - Yahoo Finance |url=https://finance.yahoo.com/quote/SBUX/holders/ |access-date=March 8, 2024 |website=finance.yahoo.com |language=en-US}}</ref>

* [[The Vanguard Group]] (9.53%)
* [[BlackRock]] (6.96%)
* [[State Street Corporation]] (4.09%)
* [[Geode Capital Management]] (2.02%)
* [[Morgan Stanley]] (2.00%)
* [[Bank of America]] (1.75%)
* [[Northern Trust]] (1.30%)
* [[Royal Bank of Canada]] (1.27%)
* [[JPMorgan Chase]] (1.21%)
* [[Norges Bank]] (1.14%)

===Board of directors===
{{as of|2024|10}}:<ref>{{Cite web|url=https://investor.starbucks.com/corporate-governance/board-of-directors/default.aspx|title=Starbucks Coffee Company - Governance - Board of Directors}}</ref>
* [[Brian Niccol]], chair and CEO of Starbucks
* Richard Allison, former CEO of [[Domino's Pizza]]
* Andrew Campion, COO of [[Nike, Inc.]]
* [[Mellody Hobson]], president and co-CEO of [[Ariel Investments]]
* [[Beth Ford]], CEO of [[Land O'Lakes]]
* [[Jørgen Vig Knudstorp]], executive chairman of [[LEGO Group]]
* [[Neal Mohan]], CEO of [[YouTube]]
* [[Daniel Servitje]], CEO of [[Grupo Bimbo]]
* [[Mike Sievert]], CEO of [[T-Mobile US]]
* Wei Zhang, former President of [[Alibaba Pictures Group]]
* [[Howard Schultz]], president and former CEO of Starbucks

===Logo===
<gallery mode="packed" heights="150px">
File:Sbux logo pre 1987.gif|1971–1987
File:Starbucks Coffee logo 1987.png|1987–1992
File:Starbucks Coffee Logo.svg|1992–2011
File:Starbucks Corporation Logo 2011.svg|2011–present
</gallery>

In 2006, Valerie O'Neil, a Starbucks spokeswoman, said that the logo is an image of a "twin-tailed mermaid, or [[Siren (mythology)|siren]] as she's known in Greek mythology".<ref>{{cite news|date=September 11, 2006|title=The Insider: Principal roasts Starbucks over steamy retro logo|work=[[Seattle Post-Intelligencer]]|url=https://www.seattlepi.com/business/article/The-Insider-Principal-roasts-Starbucks-over-1214176.php}}</ref> The logo has been significantly streamlined over the years. In the first version,<ref>{{cite book|last1=Schultz|first1=Howard|url=https://archive.org/details/pouryourheartint00howa|title=Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time|last2=Jones Yang|first2=Dori|publisher=[[Hachette Books|Hyperion]]|year=1997|isbn=0-7868-6315-3|location=New York|author-link1=Howard Schultz|author-link2=Dori Jones Yang}}</ref> the Starbucks siren was topless and had a fully visible double fish tail.<ref name="Pren253">Pendergrast, p. 253</ref> The image was said by Starbucks to be based on a 16th-century "[[Norsemen|Norse]]" [[woodcut]], although other scholars note that it is apparently based on a 15th-century woodcut in [[Juan Eduardo Cirlot]]'s ''Dictionary of Symbols''.<ref>{{Cite news|last=Rastogi|first=Nina Shen|date=February 1, 2011|title=Starbucks Siren's Origins Exposed!|work=[[Slate (magazine)|Slate]]|url=https://slate.com/culture/2011/02/starbucks-sirens-origins-exposed.html}}</ref><ref>{{Cite news|last=Shea|first=Christopher|date=January 31, 2011|title=Medieval Scholar Hot on Trail of Starbucks Logo Cover-Up|work=[[The Wall Street Journal]]|url=https://www.wsj.com/articles/BL-IMB-1168|url-access=subscription}}</ref> Some scholars have identified the image as [[Melusine]].<ref>{{cite journal |last=Rippin |first=Ann |year=2007 |title=Space, place and the colonies: re-reading the Starbucks' story |journal=Critical Perspectives on International Business |publisher=Emerald Group Publishing |volume=3 |issue=2 |pages=136–149 |doi=10.1108/17422040710744944 |issn=1742-2043}}</ref> The connection to Melusine has been questioned; Melusine was not linked to heraldic images of two-tailed mermaids until the late 19th century, making it possibly a late misidentification.<ref>{{Cite journal |last=Allison |first=Sarah |date=2023 |title=Melusine and the Starbucks' Siren: Art, Mermaids, and the Tangled Origins of a Coffee Chain Logo |journal=Shima |volume=17 |issue=1 |pages=280–288|doi=10.21463/shima.190 |s2cid=258306641 |doi-access=free }}</ref> In the second logo, which was used from 1987 to 1992, the siren's breasts were covered by her flowing hair, but her navel was still visible.<ref>{{cite news|last=Klara|first=Robert|date=September 29, 2014|title=How a Topless Mermaid Made the Starbucks Cup an Icon|work=[[AdWeek]]|url=https://www.adweek.com/brand-marketing/how-topless-mermaid-made-starbucks-cup-icon-160396/|url-access=subscription}}</ref> 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]].<ref>{{cite news|last=Allison|first=Melissa|date=March 9, 2008|title=Starbucks co-founder talks about early days, launching Redhook and Seattle Weekly|work=[[The Seattle Times]]|url=https://www.seattletimes.com/business/starbucks-co-founder-talks-about-early-days-launching-redhook-and-seattle-weekly-too/}}</ref><ref>{{cite news|last=Larimore|first=Rachael|date=October 24, 2013|title=Starbucks business strategy: How CEO Howard Schultz conquered the world|work=[[Slate (magazine)|Slate]]|url=https://slate.com/business/2013/10/starbucks-business-strategy-how-ceo-howard-schultz-conquered-the-world.html}}</ref> In the third version, used between 1992 and 2011, her navel and breasts are not visible at all, and only vestiges remain of the fish tails. The original "woodcut" logo has been moved to the Starbucks's Headquarters in Seattle.

At the beginning of September 2006, and then again in early 2008, Starbucks temporarily reintroduced its original brown logo on paper hot-drink cups. Starbucks has stated that this was done to show the company's heritage from the Pacific Northwest and to celebrate 35 years of business. The vintage logo sparked some controversy due in part to the siren's bare breasts,<ref>{{cite web|last=Walsh|first=Paul|date=May 16, 2008|title=Group finds Starbucks logo too hot to handle|url=https://www.startribune.com/group-finds-starbucks-logo-too-hot-to-handle/18969709/|work=[[Star Tribune]]}}</ref> but the temporary switch garnered little attention from the media. Starbucks had drawn similar criticism when it reintroduced the vintage logo in 2006.<ref>{{cite news|last=Kiley|first=David|date=April 11, 2008|title=Starbucks' Retro Logo|work=[[Bloomberg News]]|url=https://www.bloomberg.com/news/articles/2008-04-11/starbucks-retro-logobusinessweek-business-news-stock-market-and-financial-advice|url-access=subscription}}</ref> The logo was altered when Starbucks entered the Saudi Arabian market in 2000 to remove the siren, leaving only her crown,<ref>{{cite news|last=King|first=Colbert I.|date=January 26, 2002|title=The Saudi Sellout|newspaper=[[The Washington Post]]|url=https://www.washingtonpost.com/archive/opinions/2002/01/26/the-saudi-sellout/71c3ca17-277b-43e8-9a8c-9d9c9cc1e3d3/}}</ref> as reported in a [[Pulitzer Prize]]-winning column by [[Colbert I. King]] in ''[[The Washington Post]]'' in 2002. The company announced three months later that it would be using the international logo in Saudi Arabia.<ref>{{cite news|last=Hanks|first=Henry|date=February 8, 2016|title=Women welcome at a Saudi Arabia Starbucks shop after temporary ban|work=[[CNN]]|url=https://www.cnn.com/2016/02/07/world/saudi-starbucks-women-ban-feat}}</ref> In January 2011, Starbucks announced that it would make small changes to the company's logo, removing the Starbucks wordmark around the siren, enlarging the siren image, and making it green.<ref name=newlogo/><ref>{{Cite news|last=Baertlein|first=Lisa|date=January 5, 2011|title=Starbucks cuts name and "coffee" from logo|work=[[Reuters]]|url=https://www.reuters.com/article/us-starbucks/starbucks-cuts-name-and-coffee-from-logo-idUSTRE7045YF20110106}}</ref>