STARBUCKS PLANS TO SELL MIXED DRINKS IN UPSCALE CAFES FACE CHALLENGE FROM WITHIN

The Daily Caller | 1/7/2019 | Staff
FirefangFirefang (Posted by) Level 4
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Starbucks CEO Kevin Johnson is scaling back the vision of his predecessor to revamp the coffee chain’s sales and expansion goals through opening hundreds of high-end coffee shops, The Wall Street Journal reports.

Schultz stepped down as CEO in June 2017 to focus on building hundreds of upscale coffee shops around the globe and making them profitable. Johnson stepped into the CEO position in April and immediately set to reorganizing Schultz’s creation, according to WSJ.

Starbucks - Tea - Retailer - Teavana - Johnson

Starbucks bought out Atlanta-based tea retailer Teavana in 2012. Johnson closed nearly 400 Teavana stores in malls because they were missing performance goals.

Johnson has taken a more piecemeal approach to expanding the coffee chain into larger and higher quality stores, testing about 10 Starbucks Reserve stores before building more.

Thousand - Aspiration - Johnson - WSJ - Johnson

“One thousand was an aspiration,” Johnson told WSJ. Johnson is seen as taking a more analytical approach to governing the global coffee...
(Excerpt) Read more at: The Daily Caller
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