- Starbucks has redefined coffee culture, raking in $36.2 billion across 40,199 stores globally
- Fans love the creativity, but purists call out the twists on classics like the cortado
- Its lingo builds loyalty, but Gen Z’s craving for authenticity challenges the status quo
FEW brands have managed to transform everyday culture quite like Starbucks. Its influence stretches beyond coffee cups and into the very language of caffeine consumption.
By appropriating traditional coffee terms, inventing new ones, and creating a lexicon that confuses as much as it defines, Starbucks has cemented itself as a cultural force that American sociologist George Ritzer – who also coined the term “McDonaldisation of society” – has referred to as “Starbuckisation.”
But as recent controversies show, this dominance may not be without its challenges. Starbucks recently added the cortado to its menu, sparking both intrigue and irritation.
Traditionally, a cortado is a Spanish coffee drink consisting of equal parts espresso and steamed milk, celebrated for its balance and simplicity. Starbucks’ version? A heavily milked, sweetened concoction served in a much larger portion.
The reaction was swift, with traditionalists decrying the distortion of a classic – with Delish reporting, for example, that “the espresso is barely noticeable behind all of the milk. A more apt description would be a half-sized grande latte.” At the other end of the spectrum, fans embraced a new addition to the chain’s repertoire.
“While some consumers appreciate the creativity of its trendy nomenclature, coffee purists and industry insiders often view Starbucks’ fancy concoctions as a perversion of classic coffee culture that originated in Western Europe during the 17th Century,” says Andrew Ellenberg, President and Managing Partner of Rise Integrated Marketing.
The cortado controversy is hardly new for Starbucks. Its macchiato, a cornerstone of the brand’s menu, has long been criticised for straying far from its Italian origins. While an authentic macchiato is a small espresso “stained” with a dollop of foam, Starbucks transformed it into a syrup-laden latte, complete with caramel drizzle.
Despite the backlash, these drinks thrive on Starbucks menus worldwide.
Starbucks’ lexicon doesn’t stop at drinks. Its sizing system – short, tall, grande, venti, and trenta – has become synonymous with the brand. Yet, the terms themselves are puzzling, sparking countless blogs and cheat sheets you can find online to help people avoid feeling out of place at Starbucks.
Venti, meaning “twenty” in Italian, refers to a 20-ounce cup, but grande, which means “large,” represents the medium size. Comedian Paul Rudd famously mocked the confusion in a video clip that went viral, pointing out the absurdity of ordering a “large” only to be asked, “You mean venti?”
Why is so much of the Starbucks lexicon Italian-inspired? Italian coffee culture, with its rich heritage of espresso bars and café society, serves as a symbol of sophistication and authenticity.
The brand’s vision crystallised in 1983 when founder Howard Schultz visited Milan, Italy. Captivated by the city’s vibrant coffeehouse culture and its sense of community, he returned to Seattle determined to infuse Starbucks with the warmth and artistry of Italian coffee traditions, creating a distinctive in-store experience.
By borrowing Italian terms – however inaccurately – Starbucks taps into that aura. But as controversies over its reinterpretations grow louder, questions arise about whether the brand has gone too far in commodifying tradition.
Consumer psychology: From resistance to acceptance
Despite the backlash, Starbucks has succeeded in embedding its version of coffee culture into consumers’ lives.
The brand’s redefinition of drinks and sizes has sparked frustration, yet millions of loyal customers – though dwindling – continue to line up daily. How does Starbucks navigate this tension between authenticity and reinvention?
The answer lies in consumer psychology. Starbucks has cultivated what can be described as a “coffee temple” experience – a space where customers feel part of a unique culture.
By creating its own language, the brand establishes exclusivity and belonging. Ordering a grande caramel macchiato at Starbucks is not just about getting a drink; it’s about participating in a ritual that feels distinctively Starbucks.
“The Starbucks lingo makes consumers feel like they have been granted access to an exclusive club where ‘venti’ replaces ‘large’ and ‘frappuccino’ is the secret handshake,” says Andrew. “In a world where individuality is prized, being able to rattle off a ‘grande, half-caf, non-fat, no-whip mocha” is like wearing a badge of honor.”
Over time, consumers adapt. Research on brand loyalty suggests that people are willing to overlook inaccuracies if the product delivers on other emotional needs. Starbucks has mastered the art of emotional branding, appealing to customers’ desire for familiarity, comfort, and a sense of indulgence.
Consider the cortado. While aficionados might bristle at Starbucks’ reinterpretation, many customers will simply add the Starbucks version to their mental repertoire, equating it with the chain’s identity.
Similarly, venti is more closely associated with a Starbucks coffee size than its original Italian meaning (perhaps not in Italy, but everywhere else, at least). The brand’s ubiquity ensures that its definitions become dominant, regardless of historical accuracy.
Not everyone has warmed to the Starbucks lingo. Many customers continue to voice their frustrations with the sizing system, often sharing their thoughts on X. “Short is small but Tall is medium. Has anyone figured out the sizing at Starbucks?” reads one post. “I refuse to use Starbucks sizing. It’s just not for me,” reads another.
Starbucks has seen great success nevertheless, bringing in $36.2 billion in net revenue last year alone. Additionally, the coffee chain currently has 40,199 stores worldwide, according to its earnings report.
Yet cracks are forming in Starbucks’ veneer. Recent efforts to revive its coffeehouse culture, such as enforcing a code of conduct that prioritises paying customers, have drawn criticism. Asking non-paying guests to leave under the guise of creating a “more welcoming” atmosphere feels tone-deaf, particularly during a cost-of-living crisis.
Moves like these may alienate the very customers who have long embraced Starbucks as a “third place” between home and work.
The Starbucks blueprint for businesses
Starbucks’ unique lexicon and branded coffee experience have inspired countless imitators.
Much like McDonald’s created its own menu language with items like the Big Mac and Happy Meal – which contributed to the globalisation of American culture – Starbucks has built a product-specific vocabulary that is instantly recognisable and has achieved a cult-like following worldwide.
This approach has been emulated by other brands hoping to replicate its success.
Take Dunkin’, which rebranded to emphasise coffee and launched drinks like the Dunkaccino – or its latest “Ess” shaking drink.
Or Costa Coffee, which introduced its own lineup of Italian-inspired drinks while maintaining a British sensibility. Even boutique brands like Blue Bottle Coffee have borrowed elements of the Starbucks playbook, incorporating minimalist store designs and signature menu offerings to create a branded experience.
But the Starbucks model faces new challenges. Younger generations, particularly Gen Z, are gravitating toward brands that emphasise transparency, authenticity, and sustainability.
For them, Starbucks’ polished, mass-market image may feel less appealing than the fresh authenticity of Emma Chamberlain or the convenience of at-home coffee options like Nespresso. Their desire for novelty and variety may also trigger a breakaway from the cultural institution Starbucks has become.
Starbucks has attempted to adapt, expanding its menu to include cold brews, plant-based milk options, and even olive oil-infused drinks. Yet, these moves often feel more reactive than visionary, leading to skepticism about the brand’s ability to stay ahead of evolving trends.
Will Starbucks’ approach to branding and language continue to dominate, or will consumers push back against the appropriation of traditional terms? The answer lies in the balance between innovation and respect for heritage.
For now, Starbucks remains a cultural powerhouse, its lexicon ingrained in the global consciousness. But as coffee culture evolves, the brand may need to rethink its strategy to maintain relevant.
“From the moment Starbucks launched its first store in 1971, it was selling an experience that transcended the commoditisation of its inexpensive product,” says Andrew. “Mobile ordering, sustainability initiatives, and the freedom to customise coffee concoctions appeals to Gen Z’s desire for self-expression.”
Starbucks has built its empire on the power of language – redefining what coffee means to millions. Whether it can sustain that power in a changing landscape will depend on its ability to adapt while respecting the traditions it so often reinvents.
Coffee Intelligence
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