Starbucks achieved profitability for the first time in the early 1980s in Seattle. Despite an initial economic setback associated with its late 1980s growth into the Midwest and British Columbia, the firm saw a renaissance in the early 1990s with its entrance into California. Starbucks debuted its first shop outside of North America in 1996 in Tokyo; international locations now account for over one-third of the company's total store count. Between 1987 and 2007, the corporation launched an average of two new stores every day. Starbucks launched its Reserve program for single-origin coffees and high-end coffee establishments in 2010. Starbucks participates in the initiative by operating five roasteries with tasting rooms and 43 coffee bars. On December 1, 2016, Howard Schultz announced his intention to step down as CEO in April 2017 and be succeeded by Kevin Johnson. Johnson became CEO on April 3, 2017, while Howard Schultz stepped down as Chairman Emeritus on June 26, 2018.
Since the beginning, the Mermaid, or Siren, has been on the Starbucks emblem. Terry Heckler developed the initial form of the insignia, drawing influence from Moby-Duck and the maritime motif, since the brand's name is derived from Henry Melville's renowned book. Symbols and conspiracies
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