Howard Schultz gives some clues about the future of Starbucks


Starbucks Interim CEO Howard Schultz listed several ideas that will guide the company’s plan moving forward./Photo courtesy of Starbucks.

Acting Starbucks CEO Howard Schultz on Monday hinted at potentially big changes as part of a strategy to “reinvent” the coffee giant, saying “this is the next chapter of Starbucks” while listing several “bold ideas” that will guide the future of the channel. go forward.

But he didn’t give details, merely promising that they will be revealed in the coming weeks.

“Today we find ourselves in a position where we must modernize and transform the Starbucks experience in our stores and recreate an environment that is relevant, welcoming and safe, and where we uplift each other with dignity, respect and kindness” , Schultz said in a letter on Monday. “We need to reinvent Starbucks for the future.”

Schultz was announced as Kevin Johnson’s replacement in March and took over the following month. It comes at a time when the company itself seems to be doing well – on the company’s last earnings call, he said Starbucks has a lot of “demand” from customers, but it could not serve them well due to changes in the way consumers order.

In the process, he promised to make changes to operations during what is expected to be a limited run in his third round as CEO. Starbucks plans to name a permanent replacement by the fall, who will take over early next year. Schultz will then return to the company’s board of directors.

In his letter, Schultz said the teams “are already hard at work building that next Starbucks.” The “reinvention,” he said, would include “five bold steps:”

“Rethink how we bring our mission to life.

“Renewing the well-being of partner merchants by radically improving their experience.”

“Reinvent our in-store experience for more connection, ease and a positive impact on the planet.”

“Reconnecting with our customers by offering them memorable and personalized moments.”

“Redesigning the partnership by creating new ways to thrive together.”

The “bold moves” suggest the company is planning to make major changes to the employee experience. It comes at a time when a growing number of chain restaurants are approving votes to unionize.

Schultz listed four “principles for a new partnership” focused on improving working conditions. This includes focusing more on “safe, welcoming and kind” in stores, more advancement opportunities for workers, working to make a difference in local communities and “shared power, shared responsibility, shared success”.

“We aim to be a whole new kind of company in our industry, setting a new standard,” Schultz wrote.

Some of the other ideas hint at potentially major changes to the company’s stores while ensuring customers get the personalization they’ve increasingly demanded from Starbucks lately.

It remains to be seen exactly what the company is planning. But Schultz said the specific programs will be unveiled “in the coming weeks.”

“The additional work required will take shape over time and will continue to be created together, in our stores, our roasting plants and the Starbucks Support Center,” Schultz wrote.

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