Starbucks and its former CEO Howard Schultz have undeniably influenced the modern coffee culture, bringing Italian-style coffee to the American mainstream and training a generation of baristas. However, in a recent podcast interview, Schultz made several controversial statements, including his regret for not trademarking the term “cafe latte,” a drink he claims Starbucks introduced to America. While Starbucks did popularize the latte, the history of its American usage dates back much further, with claims of its invention in the 1950s at Caffe Mediterraneum in Berkeley, California, and even earlier mentions by essayist William Dean Howells in 1867. Schultz's revisionist history and desire to trademark a widely-known term he didn't create has sparked criticism. Imagining a world where Starbucks owned the term "cafe latte" brings up concerns about monopolistic practices and the absurdity of paying a usage fee for a common coffee drink. Ultimately, Schultz's statements reveal a certain hubris and raise questions about corporate influence on cultural staples.
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