Howard Schultz Urges Starbucks to Prioritize Coffee Quality for Business Revival

Monday, 6 May 2024, 20:02

Former Starbucks CEO Howard Schultz advises the company's leadership to refocus on the core offering of quality coffee instead of relying on management strategies. With revenue declining by two percent and the stock price falling over 20%, Schultz emphasizes the importance of a customer-centric approach and hands-on involvement in store operations for a successful turnaround. Despite no longer being involved in day-to-day management, Schultz's call for a return to basics highlights the need for a renewed focus on the customer experience through coffee innovation.
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Howard Schultz Urges Starbucks to Prioritize Coffee Quality for Business Revival

Former Starbucks CEO Howard Schultz urges

his successors to get back to basics as the company sees falling sales.

Schultz's Advice:

  • Focus on spending time in stores and providing high-quality coffee
  • Contrition and discipline on the core values necessary for recovery
  • Fix begins at home: U.S. operations are crucial for revival

While Schultz remains the largest shareholder, he emphasizes the need for board members to work in stores and reinvent the mobile ordering process. The call for a maniacal focus on customer experience highlights the urgency for change.


This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.


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