Starbucks' CEO Howard Schultz is taking the right steps to get the coffee house back on track.
One simple conclusion: Howard must have read my earlier posting urging him to rediscover Starbucks' role as the Third Place. ;)
Starbucks has announced its plans to close 100 underperforming stores (do we need one on every corner?), stop selling breakfast sandwiches (when I step into Starbucks I want to smell coffee, not bacon), and on February 26 retrain all baristas nationwide on the lost art of making a good espresso (clearly Howard visited a Peet's coffee shop and tasted the difference). The chain also announced a new partnership with AT&T to offer free wi-fi to customers using a Starbucks card (as I suggested back in November).
Bravo to Howard Schultz. It's not often we see a CEO with the passion and courage to right the ship with bold, swift actions. Most rely on exhortations and firings.
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