Ex-Starbucks CEO Schultz: Company needs to refocus on coffee as sales struggle

Starbucks founder and former CEO Howard Schultz testifies on Capitol Hill in Washington, D.C. on Wednesday, March 29, 2023. In a recent LinkedIn post published, 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. 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.

“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 answer does not lie in data, but in the stores.” Schultz also said the company should update its mobile ordering and payment platform to “once again make it the uplifting experience it was designed to be.” He didn’t specify the changes he thinks should be made. Narasimhan said last fall that Starbucks is accelerating the introduction of new digital features and trying to personalize the customer experience within its app.

Schultz stepped down again in 2017 but returned to lead the company on a temporary basis in 2022. In 2023, he named Narasimhan, a former PepsiCo executive, as CEO. Schultz left Starbucks’ board last fall and became chairman emeritus.

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