Starbucks did NOT change its name to Vista Coffee! Find out the facts…

Starbucks is a global chain of coffeehouses renowned for premium coffee, beverages, and relaxed café atmosphere. Several posts have claimed that Starbucks had changed its name to Vista Coffee. This rumour has surfaced multiple times, sparking varied reactions and discussions among social media users.

Let’s look at the claims which have been making rounds in different regions.

Social Media Claim

The claims initially went viral in January 2024, alongside an image of a coffee shop named Vista Coffee. The claim stated that “Vista Coffee” is Starbucks's new brand name, and this new outlet is seen at Dublin Airport.

Facebook Post | Archived Link

The above claim has also been seen and published by other users on a public Facebook group, which has led many other users to question whether this news is real.

FB Facebook Post | Archived Link

Such claims have also been posted and found on X (formerly Twitter). X Link | Archived Link We also saw the same claim attached to a video posted on TikTok. The following is the full video of expressions by TikTok users about Starbucks changing its name to Vista Coffee. TikTok Link | Archived Link

Even more recently also, several users claimed that Starbucks had changed its name to Vista Coffee, implying that the company made this move in response to customers boycotting Starbucks.

FB | Archived FB

These claims were viral also in Indonesia, as seen here and here.

Fact Check

Starbucks is a globally recognised coffee brand. This giant in the coffee industry has been involved in several mergers and acquisitions, allowing it to diversify its product offerings, enter new markets, and strengthen its competitive position in the food and beverage industry. However, when writing this article, Starbucks had no publicly known plans to change its name.

While companies may consider rebranding or renaming as part of strategic changes or initiatives, such decisions are typically announced through official channels, and we didn’t notice any such announcement via official Starbucks channels.

Starbucks Still Operates Under its brand at Dublin Airport.

Since the viral claims referenced Dublin airport, we first checked the official website to identify all the cafes and restaurants operating on its premises. We noticed that there were currently three Starbucks-owned coffee shops, including one on Terminal One, which was mentioned in the viral social media posts. Archived

We checked the Dublin airport's social media handles to gain further insights. Via an ‘X’ message on January 20, 2024, Dublin Airport explicitly stated that Starbucks had not changed its name to Vista Coffee. Only as a temporary setup did a brand named Vista Coffee start its operations in the exact location where Starbucks ran its operations in Terminal 1 of the Dublin airport. This practice is indeed common in the retail and hospitality industries, where temporary brands or concepts may utilise spaces that well-known brands previously occupied.

See the following screenshot captured:

X Link | Archived Link

A representative for Starbucks corroborated these facts via an email to Reuters, clarifying that the company does not run the Vista Coffee location in Dublin Airport Terminal 1 and that their outlet closed and ceased operating as Starbucks on Dec. 31, 2023, when its lease expired. Archived Link

Starbucks & Vistas Coffee at Dublin Airport: Clarifying the Timelines

We checked the archived version of the Dublin Airport’s cafes and restaurants web page from December 2023, which listed four Starbucks outlets at the Dublin airport, two each on Terminals 1 and 2. By January 2024, Vistas Coffee was indeed listed at the TERMINAL 1 DEPARTURES LEVEL AFTER SECURITY, at the spot previously occupied by Starbucks. A few months later, in June 2024, Vistas Coffe, which was a temporary arrangement, had been replaced by Blue Bird Coffee Roasters, as seen here.

THE HISTORY OF STARBUCKS COFFEE

Starbucks Coffee, a global coffeehouse chain, has a rich history dating back to 1971:

1. Founding: Starbucks was founded in Seattle, Washington, by three partners: Jerry Baldwin, Zev Siegl, and Gordon Bowker. The initial idea was to sell high-quality coffee beans and equipment.
2. Early Growth: In the early years, Starbucks primarily sold coffee beans roasted in a small retail store. It was known for sourcing high-quality beans from around the world.
3. Expansion: In 1982, Howard Schultz, then a marketing director for Starbucks, visited Italy and was inspired by the Italian coffeehouse culture. He convinced the founders to experiment with selling espresso beverages alongside coffee beans, which led to the opening of the first Starbucks Cafe in 1984 in downtown Seattle.
4. Rapid Expansion: Starbucks began expanding aggressively throughout the late 1980s and 1990s, opening new stores across the United States and eventually internationally. By the early 2000s, Starbucks had become a global phenomenon, with thousands of stores worldwide.
5. Diverse Menu: Over the years, Starbucks has diversified its menu beyond coffee and espresso to include teas, pastries, sandwiches, and other beverages.
6. Social Responsibility: Starbucks is known for its commitment to ethical sourcing practices, environmental sustainability, and community involvement. It introduced initiatives like Fair Trade coffee, environmental stewardship programs, and NGO partnerships.
7. Cultural Impact:
   Starbucks has significantly popularised coffee culture globally, influencing how people perceive and consume coffee. The Starbucks experience is characterised by its inviting atmosphere, consistent quality, and customer-centric approach.
8. Digital Innovation: Starbucks has been at the forefront of digital innovation in the coffee industry, introducing mobile ordering, loyalty programs, and partnerships with technology companies.
9. Corporate Changes: Over time, Starbucks has navigated various challenges, including leadership changes, fluctuations in coffee prices, and shifts in consumer preferences. The company has adapted by introducing new products and refining its business strategies.

Today, Starbucks continues to be a leading global coffee retailer with thousands of locations worldwide. It maintains a strong presence in both coffee culture and corporate responsibility initiatives. Starbucks Link | Archived Link

Vista Coffee and Starbucks are not the same company!

Vista Coffee is a temporary brand or entity that operated in a specific location, such as the one in Dublin Airport after Starbucks closed that particular store. This kind of temporary branding change can happen for various reasons, such as lease agreements, renovations, or strategic decisions by property managers or franchise operators.

On the other hand, Starbucks is a global coffeehouse chain with a distinct brand, logo, and operational structure. It has thousands of locations worldwide and is known for its coffee beverages, pastries, and unique café experience. The core Starbucks brand remains consistent across its operations globally despite occasional temporary branding changes for many strategic reasons, like more recently entering the Russian market as Stars Coffee.

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Conclusion

Fact Crescendo found that the above social media claim is false. Starbucks did not change its name to Vista Coffee but closed one of its outlets in Terminal 1 at the Dublin Airport when its lease agreement expired. Following the closure, a brand called Vista Coffee began operating in the exact location as a temporary measure. This is not uncommon in the retail and hospitality industries, where temporary brands or concepts may occupy spaces previously used by well-known brands like Starbucks. At present, Starbucks also has three outlets at Dublin Airport.