Recently , the Directors of Starbucks have replaced former CEO, Jim Donald, with the former CEO Howard Schultz. The Board of Directors report that this initiative will help shape the "Starbucks experience" for its many customers that look to Starbucks to provide the highest blends of imported and quality coffees (O'Neill Starbucks Announces).
Schultz was praised by his contemporaries; Schultz has shown a long track record with the Starbucks company. Schultz served as the CEO for Starbucks from 1987 to 2000 (O'Neill). Mr. Craig Weatherup, chairman of the Nominating and Corporate Governance Committee of Starbucks reported that "Given what the Board believes needs to be done, there is no better person to drive change and ensure that Starbucks is positioned to innovate, execute and relentlessly focus the entire organization on the customer." (O'Neill "Starbucks Announces").
Howard Schultz said that he looks forward to "returning to the role of chief executive officer for the long term and excited to lead Starbucks and its dedicated partners (employees) to even greater heights of achievement on a global basis" (O'Neill "Starbucks Announces").
He spelled out his objectives for the company here in the U.S. and abroad. Among the many clear refocusing goals Schultz mentioned that he wanted to implement "slowing the Company's pace of U.S. store openings and closing a number of underperforming U.S. store locations, enabling Starbucks to renew its focus on its store-level unit economics." (O'Neill "Starbucks Announces").
While slowing down the number of opening U.S. stores was a major focus he further indicated "re-igniting the emotional attachment with customers" and "restoring connections customers have with Starbucks.
Howard Schultz, CEO further emphasized that he seeks to continue to win the trust of the Starbucks customer every day, so that in the way the Starbucks business is conducted its customers may sense that they are the core of the business.
First Quarter Earnings to Be Reported
On January 30, 2008, Starbucks will provide further details to its shareholders and customers on its earnings. Howard Schultz, CEO recommitted to providing health care for employees as well as to continue to meet the highest standards of Starbucks remaining a Corporately Responsible Citizen to its customers and the people it serves. He particularly stressed the importance of the C.A.F.E. program which Starbucks provides for Coffee and Farmers, allowing them to provide a highly competitive criteria for efforts in sustainability to its environment.
C.A.F.E. seeks " to ensure that Starbucks sources sustainably grown and processed coffee by evaluating the economic, social and environmental aspects of coffee production against a defined set of criteria, as detailed in the C.A.F.E. Practices Guidelines."
Howard Schultz Letter to Customers
In a letter to all Starbucks customers Howard Schultz emphasized "the trust you have placed in us and to share with you my personal commitment to ensuring that every time you visit our stores you get the distinctive Starbucks Experience that you have come to expect, marked by the consistent delivery of the finest coffee in the world." ("Letter").
About Starbucks
"Starbucks Coffee Company provides an uplifting experience that enriches people's lives one moment, one human being, one extraordinary cup of coffee at a time." Starbucks was ranked among Fortune magazines top 100 companies to work for in 2007.
