They picked a two-tailed siren for the logo, a creature of strength and power, common in medieval adventure tales. .
The Starbucks' pioneers were enthusiastic but not very focused. Mr. Schultz more than made up for that lack of focus when he joined in 1982. In August 1987, Mr. Schultz and his investors bought the whole of Starbucks for $4 million. His marketing strategy was that customers "must recognize you do stand for something. What Starbucks was going to stand for was a good cup of fresh coffee.over and over." The operation lost money for three straight years. .
Starbucks Coffee Company is North America's leading roaster and retailer of specialty coffees. Headquartered in Seattle, WA, Starbucks has 931 retail stores and 75 major airport locations. Store locations include at least 17 states; the District of Columbia; British Columbia, Canada; and Japan. They operate a national direct mail business and serve fine restaurants, Nordstroms, Barnes & Noble bookstores, ITT Sheraton Hotels, Delta Shuttle, and Horizon Airlines. .
The Company holds approximately 39 federal trademark registrations in the United States. They have approximately 44 additional applications pending in the U.S. The Company currently owns one patent in the U.S. for its coffee on tap system and has several patent applications pending. .
As of October 1, 1995, Starbucks employed approximately 11,500 individuals. None of the employees are unionized. Starbucks has never experienced a strike or work stoppage, and the Company believes that its relations with its employees are excellent. .
Starbucks prides itself on being a "good citizen" locally and in the various coffee producing countries. They make significant contributions to local charities that focus on children, the environment, the homeless, and AIDS research/support. .
Starbucks is committed to selling only the finest whole bean coffees and coffee beverages. The Company purchases and roasts high-quality whole bean coffees and sells them, along with a variety of coffee beverages, pastries, confections, and coffee related accessories and equipment, primarily through its Company operated stores and licensed airport stores.
