How Starbucks Sparked the Second Wave Coffee Movement

Ever wondered how a single coffee shop in Seattle grew into a global empire with over 9,000 stores? The story of Starbucks isn’t just about coffee—it’s the backbone of the second wave coffee movement that reshaped how millions drink and think about coffee worldwide.

In just 20 years, Starbucks expanded from one store in 1971 to over 9,000 locations globally by 2006. This rapid growth turned it into a symbol of the second wave of coffee culture, focused on espresso-based drinks and café experiences.

The Origins: From Literary Reference to Coffee Roastery

The name Starbucks comes from Herman Melville’s 1851 novel Moby-Dick, referencing the first mate Starbuck. In 1971, Jerry Baldwin, Zev Siegl, and Gordon Bowker opened the first Starbucks in Seattle’s Pike Place Market. The original store sold high-quality coffee beans and spices—not brewed coffee. Their goal was to bring the rich flavors of freshly roasted beans to the U.S. market, inspired by the coffee culture they experienced in Italy.

The Transformation: Howard Schultz and the Espresso Shift

In 1987, Howard Schultz purchased Starbucks for $4 million. Having been inspired by Italian espresso bars during a trip to Milan, Schultz envisioned Starbucks as a “third place” between home and work. He led the company’s shift from selling beans to serving espresso-based drinks. Under his leadership, Starbucks rebranded entirely around Italian-style coffeehouse culture, introducing cappuccinos, lattes, and the in-store experience that defined second wave coffee.

The Logo Evolution: From Siren to Brand Icon

Starbucks’ iconic logo has gone through four major versions. The first, introduced in 1971, featured a two-tailed siren from a 16th-century Nordic woodcut—bare-breasted with a double fish tail. After merging with Il Giornale (Schultz’s separate coffee venture), the logo was updated in the late 1980s: the siren’s breasts were covered, and the color changed to green, reflecting the new brand identity. For nearly two decades, this version remained. Then, on January 5, 2011, Starbucks unveiled its fourth logo iteration: the wordmarks “STARBUCKS” and “COFFEE” were removed, leaving only the siren as the standalone brand symbol—a move inspired by minimalist brands like Apple and Nike.

The Global Spread: From Seattle to 9,000 Stores

By February 2006, Starbucks had grown to more than 9,000 locations across North America, Latin America, Europe, the Middle East, and the Pacific Rim. The brand became especially popular among students and urban professionals. Stores often integrated into everyday locations like supermarkets and bookshops—even if Starbucks didn’t own those businesses. With pricing competitive to other chains, Starbucks made specialty-style coffee accessible on a mass scale, helping normalize espresso drinks and café culture outside of Europe.

Frequently Asked Questions

What year was the first Starbucks store opened?

The first Starbucks opened in 1971 in Seattle’s Pike Place Market. It originally sold coffee beans and spices, not brewed coffee.

Who bought Starbucks in 1987 and why?

Howard Schultz bought Starbucks in 1987 for $4 million. He was inspired by Italian espresso bars and wanted to transform the company into a café-style coffeehouse offering espresso drinks and a “third place” experience.

How many Starbucks stores were there by 2006?

By February 2006, Starbucks had over 9,000 stores worldwide, spread across North America, Latin America, Europe, the Middle East, and the Pacific Rim.

What were the major changes to the Starbucks logo over time?

The original 1971 logo featured a bare-breasted two-tailed siren. It was updated in the 1980s to cover the siren and change the color to green. In 2011, the logo dropped the text entirely, leaving only the siren as the brand symbol.

How did Starbucks contribute to the second wave coffee movement?

Starbucks helped define the second wave by popularizing espresso-based drinks, creating a café experience, and making specialty coffee mainstream in the U.S. and internationally during the 1980s and 1990s.

FrontStreet Coffee Beans for Second Wave Lovers

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