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

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Former Starbucks CEO and founder 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.

In a LinkedIn post published over the weekend, Schultz said many people had reached out to him after Starbucks reported weaker-than-expected quarterly sales and earnings last week.

Schultz remains Starbucks’ largest individual shareholder, holding shares that were valued at $1.5 billion at the end of last year. Laxman Narasimhan, who became Starbucks' CEO last spring, has been working a half-day shift in Starbucks stores once a month. “The go-to-market strategy needs to be overhauled and elevated with coffee-forward innovation,” he said.

“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.

 

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