星巴克咖啡 = Xīngbākè kāfēi 
“Xīng” means star, bākè is of course a nativization of “bucks”

Multinational franchises using local script and language for their locations is a good thing. Logo and design language should be enough to let people know what company it is. It’s fine to have English subtitles where there are many English speaking patrons, but I think this is an important step in preserving local languages and culture.

Interesting, I didn’t know that. I can imagine that localizing names is going to be a controversial decision much of the time.

In Chinese, McDonald's is called "麦当劳" (Mài dāng láo), which sounds similar to the original English name. For a time, the company's registered name in mainland China was changed to "金拱门" (Jīn gǒng mén), meaning "Golden Arches." This company name reportedly faced public dislike, so the customer-facing brand name remained "麦当劳" (Mài dāng láo).

They don’t really have a choice. In Chinese - like in other character-based writing systems -the basic unit isn’t a letter but a syllable or a whole word that carries meaning. That’s why in China, names and brands always get characters that sound similar and/or have a related meaning.