Part 6/11:
Even Starbucks’ leadership was aware of this disconnect. In a 2007 memo, then-CEO Howard Schultz expressed concern that the company was losing its distinctive experience. Now, in 2024, under new CEO Brian Nickel, that recognition has evolved into action. Nickel introduced a plan—Back to Starbucks—aimed at restoring the core values of connection and quality.
Implementing Change: From Menus to Store Designs
The new strategy involves a series of bold initiatives, starting with the physical redesign of stores. In 2025, Starbucks announced a $1 billion restructuring to focus on revitalizing existing cafes rather than rapid expansion.