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STARBUCKS IS HAVING AN IDENTITY CRISIS. CAN HOWARD SCHULTZ FIX IT?


THE FORMER CEO IS BACK FOR HIS THIRD STINT RUNNING THE COFFEE GIANT. BUT THE
COMPANY IS IN A VERY DIFFERENT PLACE THAN WHEN HE LEFT IT.

A CUSTOMER PICKS UP A COFFEE TO GO AT A STARBUCKS SHOP IN MANHATTAN.

Photo: Gabby Jones for The Wall Street Journal
By
Heather Haddon
April 22, 2022 9:55 am ET

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When Howard Schultz acquired the local Seattle coffee chain Starbucks in 1987,
he imagined opening tens of thousands of Italian-style cafes where people could
linger over espresso, a “third place” between the home and office. That vision
left a mark on American consumer culture.

Now Mr. Schultz, 68 years old, is back at Starbucks Corp. for a third stint as
chief executive officer, and the company is a far different place than it was
when he stepped away in 2017. Customers get about 70% of their orders to go,
bypassing the spaces the company spent so much time and money creating. And many
of them want elaborate iced drinks, not handmade cups of espresso.

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