Howard Schultz unveils Starbucks Reinvention plan

Howard Schultz

In a letter to Starbucks partners, Chief Executive Officer Howard Schultz has shared a set of principles and a new partnership for the reinvention of the company.

In a world consumed by unprecedented cultural division and economic trauma, all while navigating a pandemic, Schultz plans to address how this affects Starbucks’ partners.

“It has long been my deep belief that together we can, and do, play an important part in creating positive change, for partners and our communities. However, like so much of the world right now, the Starbucks business as it is built today is not set up to fully satisfy the evolving behaviours, needs and expectations of our partners or customers. It is not designed for the future we aspire to for ourselves and the communities in which we serve,” Schultz says.

“We find ourselves in a position where we must modernise and transform the Starbucks experience in our stores and recreate an environment that is relevant, welcoming and safe, and where we uplift one another with dignity, respect and kindness. We need to reinvent Starbucks for the future.”

Schultz says the company is laying the foundation for the next Starbucks, a company even more true to its shared mission to inspire and nurture the human spirit, one person, one cup and one neighbourhood at a time.

“We have started gathering over the last weeks to galvanise around significant reinvention efforts designed to improve the experience of partners and customers and tuned to the health of our communities and our business,” he says.

The company’s Reinvention plan begins with five steps, including re-envisioning how Starbucks brings its mission to life, and renewing the well-being of retail partners by radically improving their experience. Steps also include reimagining the store experience for greater connection, ease and a planet positive impact, reconnecting with customers by delivering memorable and personalised moments, and redesign partnership by creating new ways to thrive together.

Schultz says Starbucks will unveil specific programs and initiatives to deliver upon this set of “bold moves” in the weeks ahead.

For more information, visit the Starbucks website.

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