Howard Schultz’s coffee company before he acquired Starbucks was called Il Giornale.
Schultz founded Il Giornale in 1986 after leaving Starbucks. The company was named after an Italian newspaper and was designed around the espresso-bar culture Schultz had observed in Italy. Its stores emphasized prepared espresso drinks and a social café environment.
In 1987, Schultz and his investors bought Starbucks after the original owners decided to sell. The two businesses were combined, and the Starbucks name was retained because it was already known in Seattle and among coffee customers.
Il Giornale is sometimes confused with Starbucks’ later acquisitions or product brands. It was not a Starbucks beverage or roast; it was the independent coffee company Schultz operated immediately before purchasing Starbucks.