Schultz joined Starbucks in 1982 at the age of 29, stepped down as CEO in April 2017 and came back in April 2022. Now, Schultz wants to reinvent the brand.
In April, Howard Schultz took over as the replacement for Kevin Johnson. Starbucks' longtime top executive
is supposedly leading the company until March 2023. Now, the interim CEO hinted at potentially significant changes as part of a strategy to "reinvent"
the coffeeshop chain, declaring that "this is the next chapter of Starbucks" while listing several "bold ideas" that will guide the chain's future going forward.
„We aim to be a wholly new kind of company in our industry, setting a new standard.“
In a letter to partners, Schultz wrote: "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 one another with dignity, respect and kindness. We need to reinvent Starbucks for the future. And to be successful, it will take our collective courage to begin again.
Schultz also outlines how this reinvention could start by setting up "five bold moves:
Specific programs and initiatives
- Re-envision how we bring our mission to life.
- Renew the well-being of retail partners by radically improving their experience.
- Reimagine our store experience for greater connection, ease and a planet positive impact.
- Reconnect with our customers by delivering memorable and personalized moments.
- Redesign partnership by creating new ways to thrive together.
to deliver upon this set of bold moves would be announced in the weeks ahead
, Schultz writes. His letter ends with an invitation to support the process: "The work of our Reinvention is ongoing - and all Starbucks partners
who believe in our purpose and potential as a company can make a significant contribution in
building our path forward."