Starbucks CEO Schultz says company needs to refocus on coffee as sales struggle

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Former Starbucks CEO Howard Schultz says the company’s leaders should spend more time in stores and focus on coffee drinks as they work to turn around flagging sales.

Starbucks founder and former CEO Howard Schultz testifies before the Senate Health, Education, Labor and Pensions Committee at the Capitol in Washington, Wednesday, March 29, 2023.

In his post, Schultz said senior leaders – including board members – need to spend more time talking to baristas in the company’s stores. But Schultz said coffee is what differentiates Starbucks and reinforce the company’s premium positioning. “We always appreciate Howard’s perspective. The challenges and opportunities he highlights are the ones we are focused on. And like Howard, we are confident in Starbucks long-term success,” Starbucks said Monday in a statement.Schultz has a history of stepping in when he see Starbucks struggling. He retired as CEO in 2000 and became the company’s chairman, then returned as CEO in 2008 when the company was dealing with the recession.

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