Is Starbucks changing its name? Drama explained

Café company Starbucks has rolled out a few changes recently. However, a noticeable one includes the change to the company’s name in most of the shops. The name change is also evident in a recent YouTube video posted by the coffee company on January 27, 2025. The video included The Ting Tings’ That’s Not My Name track from 2009.

The café giant has tweaked its name and is now known as The Starbucks Coffee Company. This name also appears on its official website.

According to Today, the new CEO, Brian Niccol, has stopped using the full corporate name in official earnings calls and interviews. While the company is still legally known as Starbucks Corporation, its public identity has shifted as part of a coffeehouse-focused rebranding effort.

After Niccol became the CEO in September 2024, he decided to make changes to bring back the company to its old glory. During an interview with ABC News in December 2024, Niccol was asked about the changes he planned to make. He said:

“You will see us do simple things, bringing back the Sharpies, bringing back the coffee condiment bar. You will see us to continue to push towards how do we make it easier for you to get your coffee. Then also simplify the execution for our baristas.”

Niccol also planned to change the in-store ordering system like getting the espresso drink ready in less than four minutes.

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Starbucks CEO Brian Niccol said he was proud of the progress the company made recently

During an interview with CNBC Television on January 29, 2025, the Starbucks CEO said he was proud of the changes he made. Besides reintroducing the brand to the world, he said the company’s partners needed to be supported how they needed to be. In light of the recent changes, he said:

“When you stay in our stores, now you are getting a ceramic mug, some free refills and obviously the other thing too is we got to win the morning and you are starting to see us do that and that’s what I was really excited to see is we are starting to see progress as it related to our partners being in position, being supported correctly, eliminating some of the noise.”

A press release by Starbucks from January 27, 2025, emphasized its commitment to maintaining safe and welcoming spaces for customers and employees, including cafés, patios, and restrooms. To support this, they introduced a Coffeehouse Code of Conduct, displayed in stores as a reminder of shared responsibility in fostering an inclusive environment.

The code sets expectations for respectful behavior and prohibits discrimination, harassment, violence, and disruptions. It also bans outside alcohol, smoking, vaping, drug use, and panhandling.

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During his interview with ABC News, Niccol explained that they were working on improving app ordering by developing technology that provides a more accurate pickup time at the Starbucks outlets. Instead of a general estimate like "ready in three to five minutes," the system would eventually give customers a specific time, such as the drink being ready by 9.