It’s been a while since we posted something specifically about Starbucks. Yes, they still exist. Their CEO, Howard Schultz, is currently promoting a book, published yesterday, called Onward: How Starbucks Fought for Its Life without Losing Its Soul.

If you mentally have to go back to the Clinton administration to remember when Starbucks last had something resembling a soul, you are not alone. But Schultz’s book message is that Starbucks was in financial dire straits with the economic collapse, and it is now making the most triumphant of comebacks. Apparently if you fall into a 20-foot-deep financial sinkhole for a few years, and in the last year you manage to climb your way five feet back up the sinkhole wall, that’s cause for a new book about your miraculous comeback. Even if you’re still stuck in a 15-foot hole compared to where you were a few years ago.

Birthday cakes have been made in celebration of Starbucks turning 40Along with this book release, this month Starbucks celebrates their 40th anniversary. Meanwhile, Peet’s Coffee & Tea has signage up celebrating their 45th. In the spirit of Starbucks buying out anybody who attempts to outdo them, it’s hardly a surprise that there are now rumors about Starbucks buying Peet’s.

Today the comic newspaper, The Onion, put their spin on Starbucks’ anniversary with this infographic: Starbucks Is 40 | The Onion – America’s Finest News Source. Some bullets of note:

  • 2002: Responding to complaints that its coffee tastes bitter and burned, Starbucks releases Metal Machine Roast, the chain’s most perversely unpalatable brew to date
  • 2007: Following the success of its music and book sales, Starbucks begins offering life insurance, tax preparation, and living wills