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

FILE - 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 a LinkedIn post published over the weekend April 4, 2024, 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 his post, Schultz said senior leaders – including board members – need to spend more time talking to baristas in the company’s stores.Starbucks appears likely to win Supreme Court dispute with federal labor agency“I have emphasized that the company’s fix needs to begin at home: U.S. operations are the primary reason for the company’s fall from grace,” he said. “The stores require a maniacal focus on the customer experience, through the eyes of a merchant.

“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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