All the controversial changes Starbucks has just made including surprising new company name

Starbucks have been quietly making changes behind the scenes that will affect it's customers, including a historical name switch up.

It's impressive how some of our favourite brands are able make subtle changes in front of our very eyes, without anyone batting an eyelid. And that's exactly what Starbucks have been up to, since hiring new CEO, Brian Niccol, last September.

The businessman has made several quiet changes to the running of the multinational coffee chain - some that customers won't be happy about, but also some that they will (hopefully) be a fan of.

In a video statement, the CEO addressed his customers, as he said: "Starbucks has always been a place where people come together. We are revisiting our stores to make sure we’re offering the amenities you’d expect in a community coffeehouse."

Starbucks has been making small changes behind the scenes (Kevin Carter/Getty Images)

What exactly has been changed while no one was looking?

Well, there's one for all the dairy intolerant and vegan people out there - Starbucks announced it is no longer charging extra for non-dairy milk.

The company is also reversing its open-door policy, that had previously allowed people to use Starbucks spaces without the pressure to actually buy anything.

To some customers disappointment, it's also eliminating 30 percent of the offerings on its menu, to ‘clear the noise’ and leave room for ‘better innovation’.

The CEO said: "We’re relying less on discounts to drive customer traffic and doing more to demonstrate our value."

And while new drinks always have us excited, it begs the question - what drinks exactly do we have to sacrifice?! Only time will tell with that one.

Starbucks' menu is set to see a cull (Alex Wong/Getty Images)

Starbucks' new name

Perhaps the biggest change of all is that Starbucks has actually changed its name.

While it is still legally known as Starbucks Corporation, the chain’s public-facing moniker seems to have pivoted to The Starbucks Coffee Company – a title that’s already been used in several ads, on its website and on the app.

Dropping the new name in question, Niccol said: "Through product development, marketing, and in-store experience, we need to remind everyone that we are, and always have been, Starbucks Coffee Company."

Starbucks has been flaunting its new name in a series of ads (Starbucks)

Working from Starbucks is set to change slightly

The revamp also plans to reintroduce the coffee condiment bar, and will provide ceramic mugs to customers who dine in-house. And if you're someone who likes to work in a Starbucks, this one could be worth noting...

They are now offering customers free refills of hot brewed or iced coffee, or hot or iced tea during their visit.

Now that sounds like a winner.

Tyla has reached out to Starbucks for comment.